Running an Agile CJM Workshop Agenda, Prep and Tips

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Paper and pen

Workshop Prep

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.

Calendar

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

Clock

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!

Lightbulb

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
  • Findings/Recommendations
  • 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
Valerie Peck
Valerie is a strategist and market development manager with more than 20 years of diverse experience delivering bottom-line results. She heads a marketing and customer experience management consultancy that focuses on coaching firms for both strategy and tactical execution. Her areas of expertise include go-to-market strategy, precision marketing, demand generation, customer journey mapping and CRM/Marketing Automation selection and management.

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