While many businesses are focusing their attention on Customer Experience (CX), they frequently fail to recognise and address pain points that ultimately cost customers, loyalty and revenue. Customer journey mapping is an effective tool to uncover CX flaws. However, this process is widely misunderstood and unsuccessfully implemented by organisations.
These six resources will provide you with the expertise to approach customer journey mapping pragmatically, so you can supercharge your CX.
Designing CX is a website dedicated to sharing useful resources for developing your CX strategy. With a section specifically for customer journey mapping, and a complete mapping ‘toolkit’, which includes a range of practical materials, Designing CX is the go-to destination before undertaking the mapping process.
Run by Adobe, CMO is a blog for and by digital marketing leaders. It aims to help marketers stay informed and save time by curating content from various leading sources. This makes it a great source of CX and customer journey mapping wisdom. Particularly if you use its search function, you’ll find dozens of journey mapping articles. This article by Michael Hinshaw highlights the importance of both employee and customer insight to obtain a true outside-in view of your business.
Aimed at web designers and developers, Smashing Magazine, whilst not a labelled CX resource, provides high quality content about how to develop great online experiences. Seasoned digital strategist and contributor, Paul Boag, authored an ‘all you need to know about customer journey mapping’ guide, which is highly recommended.
My Customer is a large customer-centric website that provides access to insight from customer management influencers. You’ll find content on just about anything CX related, with dedicated sub-sections about contact centres, CRM and customer engagement, to name a few. This guide on how to create a customer journey map, by Neil Davey, is a very useful read.
The Harvard Business Review website has a lot of content about CX. Under the Customer service section, you’ll find plenty of relevant, informative articles. A simple search of ‘customer journey’ will return several articles that will help you in your mapping efforts, especially this one by Adam Richardson, who provides a framework for understanding the customer journey.
As CX specialists, we’re committed to providing free, actionable content to help businesses create better experiences for their customers. From our periodic table of CX, to our CX vs UX guide, the VASSIT blog will boost your CX efforts. Our Introduction to Customer Journey Mapping eBook explains the benefits and challenges of journey mapping, plus it contains a step-by-step guide on how to successfully conduct the process.