Customer Journey Mapping Workbooks
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The document outlines best practices for conducting successful customer journey mapping workshops, highlighting key preparations, common pitfalls, and the importance of collaboration among participants. It introduces the CX Workbook as a tool for facilitating these workshops, aimed at breaking down silos and promoting customer empathy. A typical engagement timeline is also provided, detailing steps from kick-off to finalizing recommendations.
![Effective Workshops Result in Tangible Outputs and
Outcomes
Customer Journey Mapping Workshops
In a customer journey mapping workshop [participants] should
map journeys with an optimum focus and participation.
The output of the session should be a practical blueprint of
actions which is an outcome of a joined-up team that has
worked in a collaborative and coherent way.
“A cooking workshop means [participants] cook things. A
writing workshop means [participants] write things. If most of
your “workshop” is people not actually making anything, you
should perhaps call it a class, a lecture, or a mistake.”
Scott Burkins](https://image.slidesharecdn.com/omnixcocxworkbooks-190902114027/85/Customer-Journey-Mapping-Workbooks-6-320.jpg)
Customer Journey Mapping Workbooks
- 1. Zaheer Gilani Founder and CEO OMNIXCO CX Workbooks
- 3. CX Solutions for CX Heroes
- 4. Give me six hours to chop down a tree and I will spend the first four sharpening the axe. Abraham Lincoln
- 5. Effective Planning, Preparation, and Focus are Key to Success Customer Journey Mapping Workshops Success is a science; if you have the conditions, you get the result. Oscar Wilde Concentrate all your thoughts upon the work at hand. The sun’s rays do not burn until brought to a focus. Alexander Graham Bell
- 6. Effective Workshops Result in Tangible Outputs and Outcomes Customer Journey Mapping Workshops In a customer journey mapping workshop [participants] should map journeys with an optimum focus and participation. The output of the session should be a practical blueprint of actions which is an outcome of a joined-up team that has worked in a collaborative and coherent way. “A cooking workshop means [participants] cook things. A writing workshop means [participants] write things. If most of your “workshop” is people not actually making anything, you should perhaps call it a class, a lecture, or a mistake.” Scott Burkins
- 7. The key best practices for conducting a successful customer journey mapping workshop • Define the goals • Decide who will attend • Choose location and space • Create an agenda • Develop a follow-up plan • Arrange a kick-off or rehearse Before • Share context • Agree objectives • Facilitate collaboration • Map customer journeys • Assign ownership • Agree KPIs • Develop high level roadmap During • Follow up on actions • Review progress • Firm-up roadmap • Arrange follow-up sessions as appropriate • Regularly communicate After
- 8. The key reasons behind unsuccessful workshops • Insufficient preparation • Treating it as a market research project • Lack of focus; lose scope • Failing to engage relevant stakeholders • Lack of clarity on underlying issues • Leaving out the customers • Leaving out the critics • Lack of diversity; a small team • Ignoring governance • Treating it as a project and not a journey Key problem areas Is there a CX tool that I can use to overcome some of these issues?
- 9. Introducing the CX Workbook • Practical learning aid for brainstorming, mapping and improving customer journeys • Available in both physical and digital* formats What is it? • To breakdown silos and drive an enterprise-wide change that is coherent and consistent • To educate and energise the workforce and build customer empathy • To consistently improve and deliver CX innovations that help differentiate and develop emotionally engaging relationships Why use it? *Coming soon (Q3 2019)
- 11. First in the industry • Introduction to the essentials of customer experience • Contextually designed around the customer’s lifecycle • Consists of 20 key customer journeys • Stakeholder map to engage customers • Persona and empathy maps capturing 360° view of the customer’s context • Standard and comprehensive customer journey maps • Prioritisation matrix to capture initiatives requiring actions and assign ownership • Larger A0 sized charts to consolidate learning in workshops • One physical book that becomes attendee’s personal CX companion – log issues, ideas, moments, etc Key features and characteristics
- 12. How to use the CX Workbook 1. Hold a kick off workshop with key stakeholders – this is your opportunity to set the scene and define the key objectives. Depending on the audience, cover Chapters ‘1’ and ‘2’ during this session. 2. Allocate 1-2 weeks for each participant to individually map target customer journeys. Encourage participants to keep an open mind and gather as many issues and ideas as possible. 3. Facilitate a group wide CX journey mapping workshop – ask each participant to present the customer journey they have mapped. • Use sticky notes to capture the salient pieces of information e.g. goals, gaps, ideas, etc. identified by each participant. • Place all findings on a CX Journey Mapping Wall Chart and encourage the group to consolidate and produce an optimal CX Journey Map. • Assign ownership for each issue and idea agreed by the group. 4. Regularly review the performance against agreed action and map and improve other CX journeys following a similar process. Note – you may evolve the process depending on your organisational needs. 4 Steps to Success
- 13. Typical Engagement Timeline Kick Off Discovery Consolidation Recommendations Week 1 • Setting the scene • Defining the purpose • Sharing the objectives Week 2 & 3 • Individual/team investigations • Collecting Information • Mapping Journeys Week 4 • Presenting individual journeys • Consolidating learning • Producing overall journey map Week 5 - 6 • Documenting finalized journey map • Documenting recommendations • Strategy and roadmap
- 15. Thank you