Turning your journey maps into engagement maps
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A short presentation showing how to transform a journey map into an engagement map. This shows all of the touchpoints in a users journey and provides an overview of the CX ecosystem at a business.
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Turning your journey maps into engagement maps
- 1. Warwick BrackenCompany: Oakton Occupation: Digital consultant Hobbies: Scuba diving Twitter: @bigwaz77 Email: warwick.bracken @oakton.com.au
- 3. I need tools to help visualize: • Current state of engagement • Strengths and weaknesses • How we measure success • Business processes and interactions Need conversation starters: • Who’s responsible for what? • Is everyone on the same page? • What’s on the roadmap? • Ideation
- 4. Turn your journey maps into engagement maps (service blueprint lite)
- 12. In summary, use this technique to: • Visualize a complex situation • Learn more about the business • Get conversations started • Get everyone on the same page • Ideate to improve • Start a roadmap
- 13. Thanks! Warwick Bracken Twitter: @bigwaz77 Email: warwick.bracken@oakton.com.au Icon License info: Thanks to the following icon authors @ Flaticon • Freepik • Madebyoliver • Gregor Cresnar • Roundicons Freebies • Roundicons • Chanut is Industries • Pixel Buddha
Editor's Notes
- Bio Intro
- Enterprise ocean! Poor communication between streams No “single source” of knowledge Hard to get people in the same room, let alone on the same page Often a very immature environment
- Every time you do a journey map… Run through this exercise and see how much you know about your client or company. Then go and share it with the world.
- Single persona Mulitple touch points on various channels Pain points Opportunities Sentiment Spilt into logical stages:
- All the regulars: Social, apps, TV, wifi, in person, physical documentation, website, etc
- * Maturity… Notes can be added into each square to
- * Now showing opportunities to improve on the current channels.
- Knowing the platform shows us: Whether each channel is aware of the others How difficult it might be to implement change Whether the platform is legacy, or best of breed It also points to who manages each channel When we know who manages each channel, we know who to talk to to discuss opportunities for improvement Who greases the wheels Who pays for upgrades Our conversations will add detail and depth to our “engagement map” Lets add a column showing how we track each of these channels (analytics) This shows us how we can measure the success of the current channel And where there are obvious holes And where systems are connected, to create a deeper view of the customer.
- Showing stakeholders, and how complicated a journey can be. All the conversations that need to be had around each platform, its analytics and how it can be improved.
- You can add more columns as you think of them… (Animate… $$, time to value…) In summary: Find a typical journey and a typical persona for the area of the business you’re interested in. (Or use existing journey map research that may be available) Extrapolate the journey to show strengths and weaknesses Use the tool to communicate with all the management streams, Get funding to spend on improvement to one or more channels, or to introduce a new one. Use this as the basis for a Digital Roapmap, strategy, framework, whatever…