3/7/2024 0 Comments Customer journey map toolWith this in mind, many companies are moving to a DevOps model where teams are allocated to delivering products rapidly and responsively. If you are not all on one team, it won’t take long for the company to, well, not be around anymore. It requires obliterating departmental divides. To deliver this level of customer experience goes far beyond cross-departmental collaboration. This shift changes our role from improving a product to understanding the entire customer experience from end to end – whether that falls into our official job description or not. To quote a Forbes article from the World Agility Forum: “As power in the marketplace has shifted from the seller to the buyer, customers now insist on instant, frictionless, intimate, incremental value at scale-something that bureaucracies organizations simply can’t deliver.” The drive has shifted dramatically from “build the product right” to “build the right product.” What was acceptable last year isn’t anymore. The reality is that today’s product managers face a world in which customer expectations have changed – and continue to change rapidly. If your issue is really resolved along the way, that’s nice, but not how they measure success. Oh, and their metric for success: Complete your support call in as few steps and as short a time as possible. Need a support issue addressed? Great, fill in their version of the forms and navigate the call center trees and they’ll get right on it.Are all the forms filled in correctly? And in the correct number of days? Yup, you guessed it: they have different rules too. And the order is fulfilled by another group entirely: Operations.And finance success is based on margin, profitability and risk. Next, the potential customer finally decides to sign on the dotted line and then Finance takes over: do they need financing or credit? The financial department rules take the lead.Sales then takes over that relationship and reaches out to the customer.Their key metric: number of people engaging with the site. The website folks create a beautiful site and guide people through the process of turning awareness of a product into interest.The Critical Importance of a Customer Journey How did this happen to such a well-meaning group of product managers? Part of the explanation lies in how different departments view their roles and the metrics of their compensation or evaluation. When we created a collective map of their interviews, it became clear that the underlying product wasn’t the problem – no one had taken a good hard look at the breadth of customer experience and worked out all the kinks in getting the product to take off. In their deliberately shortened interviews, each group came away with a much better understanding of each user’s top frustrations. Across from each small group was a novice user. The class broke up into groups of two and started their interviews. Our top customer journey mapping tools discussed in this article will help guide you to better results for your customers – and they just may be the key to your next solution success.
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