The SuiteCX Approach to Customer Journey Mapping

1. ©2016, suitecx Inc. The SuiteCX Approach to Customer Journey Mapping Segments/Personas allow you to visualize your key customers Brainstorm maps look like butcher paper and sticky notes, documenting the workshop experience Inventory grid maps contain every possible interaction with scores, attachments, annotation and story data Process flow diagrams tell the story with a more traditional focus on decision tress, data stores, etc. Storytelling maps showcase the experience, using icons and color to provide a powerful visual customer story Roll up maps pull many individual maps into one location to tell story across the lifecycle P L A N •• Set the scope •• Understand the objectives •• Ensure resources G A T H E R •• Interview •• Capture data, artifacts, documents •• Ethnographic research •• Segmentation M A P •• Design framework •• Plot customer interactions on map; refine & validate •• Overlay metrics, customer data & collateral O U T P U T S •• Ideation •• Deep drills •• Prioritization •• Validation R O A D M A P •• Bucket prioritized into Initiatives •• Recommendations Roadmap Customer Experience Improvement Strategy Organizational Change Part 1: Current state Part 2: Experience mapping Part 3: Roadmap •• Documentation of each interaction point -- Wide variety of emotional/rational data points -- Holistic view of the company, employee & customer experience -- Flow across the path to purchase •• Clear presentation of what’s working, what’s not working, and why -- Data driven specifics -- Gaps and opportunities between each -- Barriers to conversion -- Revenue acceleration •• Strategic insights •• Actionable tactics •• Collaborative planning vehicle •• Engagement of key stakeholders across divisions and business units •• Improved absorption of information •• Forum for breaking down silos: -- Customers view and experience a whole brand — not divisions or business units -- Greater coordination is needed across the organization to present a holistic view to customers •• Rationalization of company, employee and customer needs •• Emotional buy-in through visual storytelling Once clients understand the renewable benefits of mapping they make it a part of continuous improvements programs I N T A N G I B L ET A N G I B L E