During the webinar, a few people asked questions along the lines of: “Where do I get started if my team is newer to customer journey mapping?” Nicole, in my opinion, answered this question really well during the Q&A portion. She said that customer journey mapping is a great place to start in general. First, you should pick a few personas where you can map out their experience to get an understanding of the various steps & phases that they’re going through. From here, you have a clearer view of where in their journey (a touchpoint) that they’re having a bad experience. You can then look a little deeper to figure out exactly what they’re interacting with at that moment in time – is it a process? a person? a system? an application? Let’s say you identify that a certain application is not working correctly for a particular touchpoint along the customer’s journey. You can go from a high-level view of seeing a touchpoint as a bad customer experience, and dive down as deep as you need to into your IT landscape to understand the problem. Which processes are the application tied to? What are the integration points with this application? Which technologies are supporting this application? Determining how deep you go is based on what your team identified. Would you agree?
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