The Critical Conversation You MUST Have When Developing Your Customer Journey Map

In my new Daily Dose video series, I explore the topics that chief customer officers must grapple with on a daily basis. Join me as I discuss what I’ve learned over the course of my 35-year career, so that you can more effectively do the work that needs to be done.

The following is a lightly edited transcript of the video below.


I recorded this video on my way back from a customer session, where we spent two hours just defining the first version of the customer journey stages. This is such a critical conversation. In fact, for my book, Chief Customer Officer 2.0, I interviewed over 40 CCOs, most of who agreed that a simple journey map with meaningful stage names is most useful to their organizations—so this is a topic that I feel strongly about.

Do you define your journey based on customer needs or silo objectives?

When we brought the leadership team together, what they were initially defining was their sales cycle and their independent and internal goals from a customer standpoint.

The two hour conversation was critical to bring and unite the entire leadership team together to think about the customer’s life—and to agree on draft stage names that would move them and lead them to innovation to rethink the entire operation of the organization. Many, many people when they’re doing journey mapping leapfrog over not only being really, really deliberate about the names of the stages, but most importantly, uniting leaders in what those stages are.

Be really deliberate about the names of your customer journey stages, and most importantly, unite your company's leaders in what those stages are. Learn more about designing your customer journey in today's episode of Jeanne Bliss'… Click To Tweet

Even if they’re in initial draft, leaders need to have a seat at the table of redesigning with you the blueprint that will drive decision-making and drive how they’re going to lead the organization and lead the company toward new accountability.

Below is a worksheet from the book Chief Customer Officer 2.0 that you can download and start to move how you do customer experience improvement. More importantly, think about it as “changing the life of your customers.”name your customer journey stages

[Click to open the graphic, then save it to your computer.]

Don’t think about this as journey mapping. Think about this instead as the first step to changing your culture, to evolving your leadership, and to improving lives. That’s it for me, everybody for today’s Daily Dose.

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