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If you are reading this, you’re likely customer experience savvy, and if so, you’ve heard of customer journey mapping. It’s a trend that has swept the customer experience landscape; you may have even mapped the journey at your organization. In this article, Ian Golding explains why customer journey management should be viewed as an infinite loop, not just a map.
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Hi, this is Ian Golding, Global Customer Experience Specialist bringing you episode 30 of Unforgettable, the series that is all about delivering great customer experiences.
Every year I am asked is what should organizations focus on in the coming 12 months when it comes to the subject of customer experience, and in 2019, there is only one term that comes to mind when I’m asked that question: customer journey management. I strongly believe that if any organization is going to advance its focus on customer experience in the future, it must focus on embedding a way of managing its customer journey continuously until the end of time. Too many organizations in recent years have obsessed with mapping customer journeys, but they failed to understand that mapping the journey is only one element of managing the journey.
Customer journey management is a series of never-ending, connected activities that will enable your organization to consistently be able to better meet the ever changing needs and expectations of the customer. Customer journey management involves a number of activities: defining who your customers are, mapping those customers’ journey, measuring the journey to identify the small number of priorities that are having the greatest detrimental effects on customer perception, and as a result, commercial performance.
Customer journey management would then see you addressing those priorities and going back to the journey to reflect the changes, measuring it again, identifying the priorities again, addressing those priorities, and then doing it all over again, and again, and again, forever.
There are painfully few organizations around the world who have adopted anything like that approach to managing the journey. There are lots of beautiful-looking journey maps that have been stuck on walls, but no one is doing anything with them.
Unless you are driving continuous improvement to the journey that you deliver to your customers today, nothing is ever going to change—and that is why we continue to have experiences with organizations that fail to meet our needs and expectations. So if you are looking for a resolution in 2019, make that resolution your desire to get your organization to a place where it has formally adopted an approach to customer journey management.