We have seen a massive uptick in interest in Customer Journey Maps (and associated persona and auctioning models) by technology professionals in the last 6 months. Tech professionals who “no habla customer” and are talking to business leaders who “no habla techie” That includes digital tech, traditional IT tech, and even new CX execs and Insight and Analytics execs in internal IT departments and technology vendors / solution providers.
This is driven by one thing .. the need for tools which help business leaders and technology leaders understand each other and communicate. Specifically, business leaders in Marketing, Sales, Service, CX and Customer Insight who buy into “Customer Thinking”.
In an increasingly ‘digital first but not digital only multichannel world’ where transactional and lifetime customer experiences span channels, time and even communities, IT and digital development is accelerating and success is critical Customer Journey Maps form a unique tool to bridge the infamous IT / Business ‘chasm’.
Customer Journey Maps provide a powerful and easily digestible conversation and planning tool covering your
- Digital Why’s (Business Case and outcome improvements)
- Digital Who’s (the audiences and customer segments and personas you are targeting)
- Digital What’s (the steps the customer wants and needs to take)
- and Digital How’s the channels, organizations, processes and technologies that deliver on this need
Take this Journey for ‘Hilary’ produced by MCorpCX , our business partner and the global market leader in helping companies use these tools to deliver digital CX strategies (don’t take our word for it .. ALM Kennedy Research says so)
This ‘bank’ has a business analyst team that is co-funded by IT and the Marketing team (and an exciting new CX, Customer Insights and Analytics team that is picking up ownership of these tools).
They have developed a new ‘Page 3’ which lists the current IT technologies in their architecture (to protect the client we stole our example ‘marketing architecture” picture from Liquidhub .. another great company in the marketplace.
This prevents the Marketing Sales and Service professionals from having to look at one of my favorite “head hurt” tech tools , the 3874 technology Marketing Technology Supergraphic from Scott Brinker Martek Landscape
Contact Us to learn more about tools and techniques to learn how to do this or for our help in upgrading your journey maps.
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