Deep Dive: Selecting Customer Experiences for a Mapping Pilot

Generating early wins is typically critical. When looking to pilot an experience or journey mapping workshop, look to experiences or processes that have the potential to demonstrate positive results:

• With Finance – moving important financial needles
• With employees – improving work life and getting positive internal word-of-mouth
• With the customer experience team – generating a feeling of momentum and success
• With the chief executive – giving him/her the business case for scaling and further investing in customer experience

There are a number of additional factors important in choosing a pilot or pilots:

• Linear. Choose an experience that is linear in its execution. In other words, the experience follows a typical path and has a natural beginning and end.
• Impacts revenue. Choose an experience that has the opportunity to deliver a significant ROI, especially one that drives revenue.
• Engages supporters. Choose an experience that engages the departments and/or individuals that support CEM efforts and avoid experiences that rely strongly on departments headed by those in opposition.

Pilots to consider include onboarding new customers (B2B), the sales process (B2B, B2C), fulfillment (B2B, B2C), returns (B2B, B2C), complaints (B2B, B2C), and customer training/events (B2B).

Rule:  Choose your mapping pilot carefully.

Secret:  It is typically constructive to avoid call center calls as pilots. Incoming call center calls are typically not linear – they can branch off into many different directions. Achieve wins and build your mapping competence prior to tackling the call center.

Remember, to your customers, you are your touchpoints.

This post an excerpt from my book, TOUCHPOiNT POWER! Get & Keep More Customers, Touchpoint by Touchpoint (William Henry Publishing, 2013), an Amazon international top 10 customer service best-seller. For information and to order, visit TouchpointPower.com or view the TOUCHPOiNT POWER! listing on Amazon.

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