From the enterprise viewpoint now, the customer experience is really what gives the now commonplace "digital transformation" a concrete and pragmatic baseline for a best to start. The customer experience analysis, particularly when represented using a customer journey map, very simply gives focus to the actual objective of digitization: better know the customers, better personalize products and services offering depending on customer segments and fix issues potentially misaligning offer and demand.
Customer Journeys need to be mapped out from the customers’ perspective, but also where that journey touches your organization is crucial to put your focus on now and in the future. It’s important to define which touch points are more critical and measure the customers’ mood and behavior at those touch points. This means there is probably two views of the journey, external and internal, that need to be analyzed for improvement. It may mean the process needs a fix, but it could also mean that the technical experience in different channels might need a change. It may mean that help is needed if the steps include counter intuitive legacy transactions leveraged in a new context. The factors contributing to an excellent customer experience can be complex, but a visual journey map linked with customer satisfaction monitors for each touch point is a good place to start.
Once primary customer journeys are adjusted to levels that please, there are other journeys that also need your attention. You may want to apply this kind analysis to other constituents such as partners, employees, regulators, channels and up-stream suppliers. Organizations have been lax in keeping people happy and have been pushing standard transactions that get the job done efficiently from only the sponsoring organizations viewpoint. Organizations will now have to deal with effective and pleasing in addition to efficient interactions. This needs to change not only at the customer interaction points, but anywhere constituents or communities interface with your organizations’ ecosystem.
If your organization is not applying journey mapping to customer experiences soon, the pain of customer loss is in your immediate future. The informed organization is getting ahead of this unfavorable outcome today through a better user experience (UX) driven by customer journey mapping. The wise organization is looking beyond just the customer journey to full constituent journeys.