VOC/VOE/CX maturity survey
Focused quantitative and qualitative insights to gauge your current state
Tip: If available, start collecting benchmarks or competitor information
Collect what is planned or already inflight
Segmentations, CJM work, communications, campaigns by lifecycle etc.
Tip: Company-wide – what do you have to bring to the table?
Prep: Outside in – Prior Journey Maps, Research, NPS/CSAT
Prep: Inside Out – Personas, Service Blueprints, waterfall data, Campaigns/Communicatons plans, UX and visual artifacts
Prep for strawman mapping the customer journey
Based on current artifacts/maps and Customer team input
Tip: If you can create touchpoints or even activities to start people off and have it in your back pocket you can get them started more quickly.
Workshop Agenda: Day One
Introduction – 15 min
Review of goals and agenda
Tip: If you have time, do a ‘Statement of Intent’ Exercise to tie the Brand Promise to the Customer Facing Channels.
Review Survey CX Maturity and Journey Gaps – 45 min
Initial insights pre-work (VoC/VoE/CX Maturity Status)
Overview of Mapping the Journey – 30 min
Approach to mapping and framework
Map the Customer Journey – 3-4 hours
Agile map of current state journey group exercise
Tip: Do it in waves—Outside in; Then MOTs; Pain Points; Overlay emotions data and verbatim; supporting visuals from UX and Documents
Workshop Agenda: Day Two
Quick Review of Day 1 Map – 30 min
Tip: This keeps the work at hand fresh in everyones minds—make sure to make a few changes!
Future State Mapping – 2 hours
Update Map options for improvement
Tip: This is a great place to ideate and innovate!
What will it take to get there? – 2 hours
ID gaps/initiatives and opportunities
Prioritization – 2 hours
Tip: Prioritizing by Impact (Customer/Company & Feasibly; Difficulty and Cost) is a good bet
Create a Roadmap
Tip: Be sure to assign a person to lead the initiative and if possible gather the task force now when energy is high!
Summary of Tips
- An OBJECTIVE—without it you will wander!
- An idea of your touches and key MOT/pain points – the more homework you do, the better the session will turn out
- Mapping tools (anything from sticky notes to software) Have easels and whiteboards ready
- Parking lot
- Prioritization Process (excel or in tool)
- Survey Results: organized and summarized
- If available, start collecting benchmarks or competitor information
- Collect what is planned or already inflight
- Prep for strawman mapping the customer journey
- If you have time, do a ‘Statement of Intent’ Exercise to tie the Brand Promise to the Customer Facing
- Map the customer journey in waves
- Review Day 1 Map to keep the work fresh—make sure to make a few changes!
- Update Map options for improvement—a great place to ideate and innovate
- Prioritizing by impact is a good bet
- Be sure to assign a person to lead the intiative when creating the roadmap