MAP THE CUSTOMER JOURNEY
The second activity consists of developing a vision for the future customer experience and expressing it in the form of a customer journey map—a type of detailed infographic that communicates the end-to-end customer experience you intend to create.
There are two high-level steps to doing this. First, document how to define the major steps customers go through in the course of their interactions with your brand and map out where customers’ needs are not being met today. Second, draft a new vision of the step-by-step experience for customers, describing how different channels interoperate and illustrating how what were previously customer pain points will transform into a more elegant experience.
BUILD THE FUTURE
Now that you have a “North Star” description of the customer experience you want to create, you are ready to start driving the transformation necessary to deliver on that vision—to build the future.
Delivering on your bold, ambitious vision will involve many considerations—some technical, some organizational, some operational, some political. In fact, you will probably need to involve every part of your company, from the finance department, to operations, to marketing to legal, and maybe even some parts you didn’t even realize existed.
Also, though your journey map lays out a high-level vision for the customer experience and it no doubt implies a variety of different, specific touchpoints, such as websites, mobile apps, and chatbots, it does not describe the precise detail of these individual systems such as their exact features, user interface, and technical architecture in sufficient detail to actually build them.
These first three activities should also be approached more or less sequentially, although in the “real world” there will probably be some overlap or back and forth. The last two activities, however, occur completely in parallel with those first three.