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Specify your CXM-Design a Customer Journey Map

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by Nicolas Lichtenberger in ARIS BPM Blog posted on 2015-11-05

By focusing their internal business perspective many organizations lose track of handling their customer touchpoints and forget one simple fact:

For business the engagement with the customer is composed of several processes and sub-processes, but for customers it is just one!

It´s important to ensure that all of these sub-processes the customer walks through are dubbed to each other and deliver a smooth and comfortable performance from end-to-end. 

Clustering customer journeys to a customer journey landscape gives you a general overview. But designing the customer journey map defines how a customer interacts with you in detail.  

Customer Journey Map

All in one the customer journey map gives you a clear overview of the journey steps (activities) and their impact on the experience as well as the touchpoints and their importance. It shows possible risks, responsible ownerships, needed input and output data, valuable KPI´s as well as initiatives and channels which belong to the particular touchpoints. As there are traffic lights that mark the journeys's necessity for redesign in the journey landscape, you can accent the customer journey steps with similar traffic lights as well.

But the journey’s central object type is the customer touchpoint. In the attributes you can describe customer expectations and customer feelings that are allied with the particular touchpoint. Besides you can emphasize important touchpoints as moments of truth (MoT), pain points or best practices by specific icons.   

 

         Moment of Truth                                                     Pain Point                                                        Best Practice

A moment of truth is a very important touchpoint where the business can make or break its relationship with the customer. Identifying and improving MoTs has to enjoy top priority. Getting the customer experience wrong at an MoT has a bad effect on the perception of the business (and its brand). Identifying and transforming pain points into best practice and a good experience is a basic principle of a successful CXM.

Keep  customer journey mapping as simple and intuitive as possible the CXM-method of ARIS mainly uses pre-structured models for drag‘n drop. In addition the relationships are set by themselves-except these between several customer journey steps. While all objects in one column relates to the particular customer touchpoint, the touchpoint itself relates to the corresponding customer journey step.

As mentioned in the last blog, the touchpoint is  the central object of the CXM method that sets business and customer perspective in relation. To improve the distinctiveness of all customer touchpoints, you can additionally cluster them in a customer touchpoint map.

But that´s a topic for our next BPA-blog party.

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