Optimize the multiple sources of customer feedback to engage in active leadership listening. Get leaders and the organization to hear and respond to your customers’ stories, which builds your united one-company story based on the customer journey framework.
The experience reliability question is simple: In this stage of your customer journey, is the experience you deliver consistent and reliable?
Failure to perform with reliability at critical touch points disappoints customers. These moments impact a customer’s evaluation of value delivered. Experience reliability can be hard to achieve, and the root cause of this lies firmly in the fact that there is no reliability in how to do this work. The selection and improvement approaches vary by silo and leader priority. In most companies, a deeply rooted one-company approach to caring about (and improving) customer experiences and customer lives does not exist.
Employees model examples set by your decisions. Customers need to know you act on their words. Give them good examples to follow. This is marketing hope.
My recommendation to touchpoint mapping is to keep it simple and capture the set of initial priority touchpoints along the customer journey.
When you take on journey mapping, make your first action gaining agreement on the names of the stages of your customer journey.