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Customer Journey Mapping — Where to Begin — Part 5 Improve the Experience


Improve the Experience

First this WARNING: If you started reading here, please go back to the beginning. If you start here, you have missed some vitally important steps and are about to embark on a very costly journey of your own.

To improve the customer experience, we need to first understand the actual expectations of the customer vs how they actually interact with our organization. To improve the experience, we must also have a clear understanding of the internal structure required to support that experience. It is only then that we can make recommendations for process improvements OR technological solutions to support your Digital Transformation objectives such as Chat Bots, Robotic Process Automation (RPA), Process Automation, Machine Learning, Artificial Intelligence (AI), etc.

  • Helpful Hint:
    • Rules before Tools. Implement technologies to support your process and improve experience. Never adjust the process to fit the limitation of the technology.

Congratulations!  You just completed A customer experience project.  However, as with any transformation journey it is important to remember that it is in fact a journey. Customer expectations are always changing. What was innovative today, is standard service tomorrow. When it comes to your overall Transformation journey, a process centric approach based on customer experience is the only way to improve our capability for success.

Over these past weeks we have discussed how to think about and improve customer experience by breaking it down in 4 steps. Here are some key take-aways from the series.

Key Takeaways

  • Pick a project that is easy to implement (limited scope)
    • High Impact / Low Risk or Complexity
  • Pick a project for which you will get good interaction with stakeholders
    • Stakeholders understand their processes and the customers’ expectations
  • Pick a project where you either already have or can get quality data or metrics
    • If you do not have a baseline you will not have any way to prove ROI or experience improvements
  • Pick a project where the supporting processes are, or can be, clearly documented
    • This will help you in uncovering pain points, and then measuring improvements once the customer journey has been mapped and individual moments have been improved.
  • Pick a project which will solve a problem which brings strategic value to the business
    • Remember, Rules before Tools. Understanding the processes, systems and resources supporting the customers experience, provides visibility on where and which process improvement methodologies or technology to apply.
  • Pick a project – which can be a “success story” for your BPM team.
    • If your team can use customer journey mapping and continuous process improvement methodologies to effectively provide value to the business and your customers, you will have the foundation for further adoption, as wells as executive justification to fund future projects.


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