How can you create and use customer journey maps to identify and address pain points and opportunities?

Procedural needs are identified; basic well thought out strategies perceived, and then: reasonable steps can begin towards the goal as direct tasks are assigned.

The customer journey map can be leveraged for a variety of uses for multiple customer personas. To make sure the map is useful, you need to be able to understand what you are trying to achieve to have a chance at being able to achieve it.

We only have “responsive” sales data to follow up on so far. Our reactive service follow ups to chart and parts orders to search for. We are looking to change the nature of our parts sales orders to “proactive” as we partner up with our product users to get ahead of their future “pain.”

There is always data that can be used. And, if you feel there is a gap, create it. I find that getting customer data helps you refine what you think is happening. In other words, people generally approach a business question with an idea of what are the factors involved. Asking a customer open ended questions, you are likely to find you missed a lot. You can only get that by speaking with them.

Documenting the pitfalls along with the successes will go a long way towards improving the custom work that is done onsite and in the field with our technicians in the field. We will have soon written the book on the do’s and don’t for a large variety of dehumidification variables that will be extremely helpful in this growing field of industry.

Gaining the view of everyone who looks at this same information gives you more options, direction and the thrust your goals often need to get to a level you just cannot get to on your own!

A customer journey map is only useful if it presents an accurate picture. By validating it with customers (and other stakeholders involved in the process), is the only sure fire way to double check what has been put together. If it isn't, you can correct the map and make sure that when you use it later, it is giving you accurate information.

The more “customize” our product is, the more documentation needs to be done to support the findings and experiences we gain. There are so many variables we have become committed to control for the benefit of our individual users.

We need to collect and save all of the insights we gain through our diligent efforts to improve our dehumidification performance to establish our credibility.

Understand that maps are not static. They are changing all the time and should be treated as such. Additionally, there is not 1 map that fits all customers. Make sure that you are clear on which customers you are targeting with a particular map when you are building and then using it. For example, one persona may use self-serve help while another interacts with a customer success manager. If you apply the map for the self-serve customer to the CS supported customer, you will make poor decisions.