We’ve
written a lot about the advantages of engaging with customers
to co-design their ideal experiences. What we haven’t written
enough about are the benefits of getting a group of warring department
heads together to role play the customer experience they’d like
to be able to deliver. This is always an eye-opening
exercise!
Once you start doing customer experience mapping (whether you
use our Customer Scenario Mapping method or someone else’s
approach), you’ll discover many useful opportunities to use it
within your organization. You can make customer experience
mapping a formal part of every project kick off. You can use it
informally, in the middle of a meeting, to shed light on a thorny
issue. There’s no better way to get everyone on the same page
about making it easier for customers to get things done and
making it easy for customers to do business with you. In her article,
Map Ideal Customer Experiences with
Cross-Functional Teams, Ronni Marshak points out
that there are at least four different situations in which you
should get out your stickies and markers and get into your customers’
shoes!
