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Customer Journey Mapping — Where to Begin — Part 2 Connecting the Business Architecture

In part 1 of this series, we talked about how to identify and catalog your various customer experiences into journeys. Now that our journeys are identified and mapped, we are ready to move on to the next step, creating the relationships to our business architecture.

2. Connect the dots between your customer experience and business architecture.

Remember — a Customer Journey is merely a process that focuses on the customer’s point of view. If we have a process-centric platform, we can now identify and relate the internal processes to support that journey.

Close collaboration between your stakeholders, business analysts, and Business Process Management (BPM) team is required here.

  • Helpful Hint: Workshops and collaboration with your customers/stakeholders are key to breaking down the moments in your overall journey.

BPM and Process Knowledge Management platforms can really help here. The iGrafx platform provides a variety of Business Objects to help organizations track relationships. These include:

  • Customer Experience
  • Internal Process
  • Resources
  • Systems
  • Regulatory or Operational Risk
  • Mitigating Controls
  • Corporate Strategy

Without them, our journeys are nothing more than pretty pictures on a wall. There’s no real way to visualize their requirements or how they truly flow. In addition, making or suggesting experience improvements are best guesses rather than rooted in actual data.

Customer Journey with related Business Architecture

Figure 1 Customer Journey with related Business Architecture

With our processes now aligned we can look at how to effectively monitor and measure Key Performance Indicators (KPIs). This ensures we are meeting both our internal and external expectations. That will be the topic of the next article.

Journey Moment with connected Business Architecture

Figure 2 Journey Moment with connected Business Architecture

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