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The Truth About Customer Journey Mapping

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Join Dave Seaton, from Seaton CX, in this exclusive new webinar as he shares his process for creating compelling customer journey maps using his DARMA method!

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THE TRUTH
CUSTOMER JOURNEY
MAPPING
ABOUT
DAVE SEATON
CEO, SEATON CX
NOVEMBER 30TH, 2023
11:00 AM PST
Launched in 2018, Forethought is a leading generative AI company
providing customer service automation that helps support teams
maximize efficiency and productivity.
Forethought’s products enable seamless customer experiences by
infusing generative AI, powered by Large Language Models
(LLMs), at each stage of the customer support journey: resolving
common cases instantly, predicting and prioritizing cases, and
assisting agents with relevant knowledge—all from one platform.
Learn more at forethought.ai
CLOSED CAPTIONING
IS AVAILABLE
HAVE A QUESTION
FOR OUR PANELIST?
TYPE INTO THE Q&A PANEL TO
INTERACT WITH OUR SPEAKER!
TO DIAL IN AND USE
YOUR TELEPHONE:
Dial: +1 646 931 3860
Webinar ID: 859 8674 9695
Passcode: 178154
This information is also available in
your
webinar confirmation email from Zoom.
THE TRUTH ABOUT
CUSTOMER JOURNEY MAPPING
CEO, SEATON CX
DAVE SEATON
The Truth About Customer
Journey Mapping
Dave Seaton
CEO & Principal Consultant
Seaton CX
©2023 SEATON CX LLC. All Rights Reserved.
©2023 SEATON CX LLC. All Rights Reserved.
Dave Seaton, CCXP
CEO & Principal Consultant
Seaton CX

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The Truth About Customer Journey Mapping

  • 1. THE TRUTH CUSTOMER JOURNEY MAPPING ABOUT DAVE SEATON CEO, SEATON CX NOVEMBER 30TH, 2023 11:00 AM PST
  • 2. Launched in 2018, Forethought is a leading generative AI company providing customer service automation that helps support teams maximize efficiency and productivity. Forethought’s products enable seamless customer experiences by infusing generative AI, powered by Large Language Models (LLMs), at each stage of the customer support journey: resolving common cases instantly, predicting and prioritizing cases, and assisting agents with relevant knowledge—all from one platform. Learn more at forethought.ai
  • 3. CLOSED CAPTIONING IS AVAILABLE HAVE A QUESTION FOR OUR PANELIST? TYPE INTO THE Q&A PANEL TO INTERACT WITH OUR SPEAKER! TO DIAL IN AND USE YOUR TELEPHONE: Dial: +1 646 931 3860 Webinar ID: 859 8674 9695 Passcode: 178154 This information is also available in your webinar confirmation email from Zoom.
  • 4. THE TRUTH ABOUT CUSTOMER JOURNEY MAPPING CEO, SEATON CX DAVE SEATON
  • 5. The Truth About Customer Journey Mapping Dave Seaton CEO & Principal Consultant Seaton CX ©2023 SEATON CX LLC. All Rights Reserved.
  • 6. ©2023 SEATON CX LLC. All Rights Reserved. Dave Seaton, CCXP CEO & Principal Consultant Seaton CX
  • 7. Does Journey Mapping Provide Any Value? Or is it just a tired fad from 2013? ©2023 SEATON CX LLC. All Rights Reserved.
  • 8. ©2023 SEATON CX LLC. All Rights Reserved. Half of all practitioners rated their journey mapping project as successful. (CXPA and Heart of the Customer, 2016) 47% of organizations who created a customer journey map saw a return on time invested. (Gartner, 2019) 29% of organizations who created a customer journey map acted upon it. (TSIA, 2022) What’s going on?
  • 9. ©2023 SEATON CX LLC. All Rights Reserved. “I’ll tell you what’s going on. They’re doing it all wrong. You might think you’re journey mapping; you call it journey mapping; but it’s not really journey mapping.” – Annette Franz, Customer Understanding: Three Ways to put the “Customer” in Customer Experience (and at the Heart of Your Business).
  • 10. ©2023 SEATON CX LLC. All Rights Reserved. “The main propeller of success was whether the project drove change.” – CXPA and Heart of the Customer, 2016. “The problem is that these organizations put together a detailed beautiful map of the customer journey, but it’s not useful.” – Gartner, 2019.
  • 11. Journey Mapping Examples on the Web Source: Google (Retrieved 2023-11-16) ©2023 SEATON CX LLC. All Rights Reserved.
  • 12. Source: https://delighted.com/blog/guide-to-customer-journey-mapping (Retrieved 2023-11-16) Bad Example of a Customer Journey Map ©2023 SEATON CX LLC. All Rights Reserved.
  • 13. Source: https://zapier.com/blog/customer-journey-mapping/ (Retrieved 2023-11-16) Bad Example of a Customer Journey Map ©2023 SEATON CX LLC. All Rights Reserved.
  • 14. “The more empathetic managers were, the more they used their personal preferences to predict what customers would want.” – Johannes Hattula, interviewed in Harvard Business Review Source: Berinato, S. (2015) Putting Yourself in the Customer’s Shoes Doesn’t Work: An Interview with Johannes Hattula. Harvard Business Review. (Retrieved 2021- 06-02) Putting Yourself in the Customer’s Shoes Doesn’t Work ©2023 SEATON CX LLC. All Rights Reserved. EGOCENTRIC BIAS
  • 15. Source: Gulati, R. (2009). Reorganize for Resilience: Putting Customers at the Center of Your Organization ©2023 SEATON CX LLC. All Rights Reserved. “Because many senior managers were men, their understanding of female buying behavior was not normally as extensive as their understanding of male customers.” – Ranjay Gulati, Reorganize for Resilience Best Buy’s Customer-Centricity Experiment
  • 16. What is a (good) Customer Journey Map? And why should we create them? ©2023 SEATON CX LLC. All Rights Reserved.
  • 17. ©2023 SEATON CX LLC. All Rights Reserved.
  • 18. Why map the customer’s journey? ©2023 SEATON CX LLC. All Rights Reserved. Cultivate empathy for customers in our company Spark customer- focused change Grow Profitably by serving the needs of our customers Stay Longer • Spend More • Tell Others • Cost Less to Serve Customer Behavior Outcomes
  • 19. A Journey Map is not a Process Map ©2023 SEATON CX LLC. All Rights Reserved. Both are important to measure, manage, and improve customer experiences Perspective Visualization Elements Customer Journey Map Customer Perspective (Outside-In) Customers’ experiences Customer Goals, Actions, Thoughts, Emotions Process Map Company Perspective (Inside-Out) Workflows and processes Activities and decisions of employees and systems
  • 20. Maps Have Different Scales ©2023 SEATON CX LLC. All Rights Reserved.
  • 21. ©2023 SEATON CX LLC. All Rights Reserved.
  • 22. Essential Elements of Customer Journey Maps 5 Elements that Must Exist on Every Map ©2023 SEATON CX LLC. All Rights Reserved.
  • 23. 1. Customer Who is going on this journey? ©2023 SEATON CX LLC. All Rights Reserved. “To effectively drive decision-making using CJMs, companies must first develop rich, detailed personas that are based on in-depth qualitative customer research.” – Rodstrom, J., & Lucas, A. (2015). Maximizing Value from Customer Journey Mapping: 23 Best Practices for Driving Action from Customer Journey Maps [White paper]. Qualtrics XM Institute.
  • 24. 2. The Customer’s Goal What is the customer trying to do? How will they evaluate the journey? ©2023 SEATON CX LLC. All Rights Reserved.
  • 25. 3. The Journey Steps What does the customer do? ©2023 SEATON CX LLC. All Rights Reserved.
  • 26. 4. Customer Emotions What is the customer thinking and feeling? ©2023 SEATON CX LLC. All Rights Reserved.
  • 27. 5. Moments of Truth What critical interactions have a disproportionate impact on the experience? ©2023 SEATON CX LLC. All Rights Reserved.
  • 28. Other Elements ©2023 SEATON CX LLC. All Rights Reserved. You can put anything on your journey map—if it enhances the story Friction Points Metrics Opportunities Company Processes
  • 29. Customer Journey Mapping with the DARMA™ Method ©2023 SEATON CX LLC. All Rights Reserved.
  • 30. RESEARCH Conduct qualitative and quantitative research to understand the customer experience. R The DARMA™ Method Ensure your best chance of driving customer-focused change in your organization CHANGE MANAGEMENT Identify and act on opportunities to improve the customer experience and generate business outcomes. A ACT Analyze the research findings and map the customer journey(s). M MAP Clearly define the problem to solve or opportunity to pursue. D DEFINE Analyze the current state based on available data and develop the journey hypothesis. A ANALYZE ©2023 SEATON CX LLC. All Rights Reserved.
  • 31. Define Clearly define the problem to solve or the opportunity to pursue D DEFINE ©2023 SEATON CX LLC. All Rights Reserved. • Identify the reason for investing in a journey map • Decide which journey you are going to map • Select the right customer, group, or segment to research • Determine who needs to be involved in the project
  • 32. Analyze Analyze the current state based on available data and develop the journey hypothesis. A ANALYZE ©2023 SEATON CX LLC. All Rights Reserved. • Interview stakeholders • Identify cross-functional core team • Review existing metrics and other data • Develop the journey hypothesis
  • 33. Research Conduct qualitative and quantitative research to understand the customer experience. R RESEARCH ©2023 SEATON CX LLC. All Rights Reserved. • Select research method • Develop research instruments • Discussion guides • Survey questions • Observation checklists • Recruit customers to participate • Conduct customer research
  • 34. Map Analyze the research findings and map the customer journey(s). M MAP ©2023 SEATON CX LLC. All Rights Reserved. • Analyze research findings • Develop persona(s) • Map the journey(s) • Create engaging visualizations and supporting artifacts
  • 35. Act Identify and act on opportunities to improve the customer experience and business outcomes A ACT ©2023 SEATON CX LLC. All Rights Reserved. • Identify opportunities to improve • Create business cases showing forecasted ROI of improvements • Prioritize CX investments • Make improvements
  • 36. The Hidden Step: Change Management ©2023 SEATON CX LLC. All Rights Reserved. Engage stakeholders at every step of the DARMA™ process to cultivate buy- in E = Q × A Effectiveness of change Quality of change Acceptance of change
  • 37. ©2023 SEATON CX LLC. All Rights Reserved. “If your customer journey map isn’t driving change, it’s just an art project.” – Dave Seaton
  • 38. How I Can Help You ©2023 SEATON CX LLC. All Rights Reserved. Scan the QR Code with your phone camera Free Journey Map Review http://bit.ly/journey-map-review Discovery Call https://bit.ly/seatoncx-disco
  • 39. Q&A DAVE SEATON CEO, SEATON CX /IN/DAVESEATON/ SEATONCX.COM TARA DWYER WEBINAR MANAGER /IN/TARADWYER/ CUSTOMEREXPERIENCEUPDATE.COM