How does your organization utilize the journey map? As the framework to consistently drive company focus that lines up your customer listening, improvement, and planning efforts? Or are the silos still promoting their internal processes as a “journey”?
Lesley Mottla was part of the management team that developed Zipcar’s award-winning customer experience and technologies. She just joined LAUNCH; a start-up devoted to reinventing multi channel consumer experiences.
Here’s how Zipcar moved mapping from an activity to a CX competency that drives business behavior.
Create a One Page High Level Eco-System
To get started with customer experience, we built a very simple, high level of the customer journey on one page so everyone could understand it at a high level We call it our eco-system.
What’s included on one page:
Top of the page – Activities and moments of truth customers go through.
Middle of the page – The moments are bucketed into high level touchpoints or stages.
“Front of the house” – These are what the customers see.
Bottom of page
“Back of the house” – These are the things we have to unite on to deliver seamlessly to the front of the house.
The one page visual was very important for us in our communications and creating understanding.
The Key To Journey Map Success: Build the One-Company View
To build this map we started internally with our people, then we did a lot of observations with customers to build out the specific front of house components. When we started working on the micro-processes under these we got more detailed. But starting here was important to build a one-company view of the Zipcar Experience.
Update Each Year with Specific Themes
Then every year we would create a roadmap using the eco-system visual. Each year we would start with certain themes to focus on.
Inside of each theme was the customer experience to be improved or heightened and why, the development, investment and initiatives. This also included the financial impact and cost to the operation.
We used this singular format consistently every quarter and prior to planning to align and focus and make the work real and tangible.
The one-page eco-system provides a high level understanding of the customer journey and facilitates building out the details and making improvements.
Alignment around experience focuses on understanding and knowing:
- Specific activities and moments of truth customers go through
- “Front of the house” high level touchpoints or stages. (“Front of the house” is what customers see.)
- “Back of house” items. These are the things you must unite on to deliver seamlessly to the front of the house.