My Customer Touchpoint Map is Ready

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This is the 3rd post in the Touchpoint Dashboard series on how to create customer touchpoint maps. To read the first two posts, click the links below:

Cooking Up a Winning Journey Map: Part I – The Ingredients
Cooking Up a Winning Customer Journey Map: Part II – The Recipe

So…you and your team have analyzed, synthesized, visualized and now you’re mesmerized with this finalized map that fully outlines the complete journey of your customers and all of the associated touchpoints. Whew! So now what?

Don’t, and we repeat, DON’T wait too long to get your customer experience improvement projects started! Start taking action on the insights you’ve uncovered immediately! Think about the laws of physics. An object in motion stays in motion, right? If the momentum comes to a halt, you’re map becomes a dust collector.

Here are a few tips from the Touchpoint Dashboard team to help you use the insights your map delivered to keep your customer experience initiative moving forward:
1) Think big, but start small. Identify a few quick fixes you can make that will boost customer experience at one or two key touchpoints, and start fixing. Document successes and show how the results support your company’s key metrics. Build excitement. A few small wins will help you justify further investment in your initiative. Be sure you have a prioritized list of all the critical improvement initiatives ready (or at least in the works), including estimated investment requirements. So, when executives ask for that information, it will be readily available.

2) Share for Success! Improving a customer’s overall experience with your company requires buy-in and collaboration from employees, managers and executives from all areas of your organization. Resist the urge to share the finding with just some of your internal stakeholders versus all of them. Sure, it will require more time up front, but it will eliminate a lot of headaches down the road. Share the findings with everyone — you’ll garner more support, commitment and significantly increase the odds of your success.

3) Make it a Marathon, Not a Sprint. To prevent your customer journey map from becoming a dust collector, have a long-term plan in mind. Where do you want the organization to be one, three and five years from now and beyond? Document goals and benchmarks. Establish a timeline and stick to it. Be sure during the mapping process to clearly identify and appoint journey map owners and a support team who are committed to keeping projects on track. And, don’t forget to check-in regularly with your customers. Their feedback will let you know if you’re on track.

Jennifer Kramp
For 15 years, Jennifer has helped small & large companies define & enhance their brand and communication strategy. She's supported customer experience-related initiatives in industries including agricultural equipment manufacturing, global staffing/HR, hospitality & non-profit services. She's a supporting member of Touchpoint Dashboard, a web-based customer touchpoint mapping platform.

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