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How do you communicate and collaborate with your team and stakeholders on your journey map?

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Customer journey maps are visual tools that help you understand how your customers interact with your brand, from their first contact to their loyalty and advocacy. They can help you identify pain points, opportunities, and gaps in your customer service, and align your team and stakeholders on a common vision and strategy. In this article, you will learn how to create a customer journey map in the context of customer service, and how to communicate and collaborate with your team and stakeholders on your journey map.

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Timothy Wall

Inside sales at Unicon Concrete Specialties

1 Define your goals and scope

Before you start mapping your customer journey, you need to have a clear idea of what you want to achieve and what you want to focus on. Do you want to map the entire customer lifecycle, or a specific stage, segment, or scenario? Do you want to improve an existing service, or design a new one? Do you want to measure customer satisfaction, loyalty, or retention? These questions will help you define your goals and scope, and guide your research and analysis.

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Timothy Wall

Inside sales at Unicon Concrete Specialties
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I have found communication with your team to be extremely effective in making sure you are building the right tools for them! There is no point building a tool if nobody uses it, knows how to use it, or wants to use it. The point is to make things better and easier for everyone. Collaborative tools such as Clickup, notion, and Microsoft teams can be extremely effective in showing progress to and getting feedback from your team.

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2 Conduct customer research

To create a customer journey map, you need to understand your customers' needs, expectations, motivations, and behaviors. You can use various methods to collect customer data, such as surveys, interviews, focus groups, observations, analytics, feedback, and reviews. You should aim to gather both quantitative and qualitative data, and segment your customers based on relevant criteria, such as demographics, personas, or behavior patterns.

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3 Analyze and synthesize your data

Once you have collected enough customer data, you need to analyze and synthesize it to identify patterns, insights, and opportunities. You can use tools such as affinity diagrams, empathy maps, or personas to organize and visualize your data, and create customer profiles and segments. You should also look for key moments, emotions, and actions that define your customers' journey, and map them along a timeline or a funnel.

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Timothy Wall

Inside sales at Unicon Concrete Specialties
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Just remember that these are people you are dealing with, not numbers. Make sure to listen to what they are saying and not just what the statistics say. Revise your metrics often based on what's actually happening not just what the numbers say.

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4 Create your customer journey map

Now that you have a clear understanding of your customers and their journey, you can create your customer journey map. Depending on your goals and scope, you can use different formats and templates, but a typical customer journey map consists of stages, touchpoints, actions, emotions, pain points, and opportunities. To create your customer journey map, you can use various tools, such as online platforms, software, or paper and pen. Additionally, you should make it as visually appealing as possible, incorporating colors, icons, images, and quotes.

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5 Validate and refine your customer journey map

Your customer journey map is not a static document, but a dynamic and evolving tool. You should validate and refine it regularly, using feedback from your customers, team, and stakeholders. You should also test and measure the impact of your solutions and improvements, using metrics such as customer satisfaction, loyalty, retention, and advocacy. You should update your customer journey map as your customers, market, and service change.

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6 Communicate and collaborate with your team and stakeholders

Your customer journey map is not only a tool for you, but also for your team and stakeholders. You should communicate and collaborate with them throughout the process, from defining your goals and scope, to creating and validating your customer journey map. You should involve them in your research, analysis, and synthesis, and share your findings and insights with them. You should also solicit their feedback, ideas, and suggestions, and align them on a common vision and strategy. You can use different methods to communicate and collaborate with your team and stakeholders, such as workshops, presentations, reports, or online platforms.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you communicate and collaborate with your team and stakeholders on your journey map?

1

2

3

4

5

6

7

1 Define your goals and scope

2 Conduct customer research

3 Analyze and synthesize your data

4 Create your customer journey map

5 Validate and refine your customer journey map

6 Communicate and collaborate with your team and stakeholders

7 Here’s what else to consider

Customer Service

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How do you communicate and collaborate with your team and stakeholders on your journey map?

1

2

3

4

5

6

7

1 Define your goals and scope

2 Conduct customer research

3 Analyze and synthesize your data

4 Create your customer journey map

5 Validate and refine your customer journey map

6 Communicate and collaborate with your team and stakeholders

7 Here’s what else to consider

Customer Service

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