How do you monitor and update your journey map analysis over time?

First off, the way you update CJM and how often you do it will depend on the map type. Let's take tactical vs. strategic journeys for example. Your tactical CJM is the one you would use as a sort of roadmap of improvements for a small area of your business (e.g. CJM of your website visitor). In general, these are low-level journeys — factors in the larger equation. Strategic journeys are the equation itself. These are overarching journeys that provide the bird’s-eye view. Tactical CJM is the one you would review, tweak, and update on a weekly basis. Tactical CJMs tend to be project-based, so their lifespan is far shorter compared to strategic journeys. Strategic journeys you will most likely review every 6 months or even more rare.

One thing that I think gets lost in the discussion of the Customer Journey Map is the actual purpose of the map.?? If you understand the purpose (to guide your sales & marketing) you would never create a map without specific objectives.?? The FORGE framework uses "Decision milestones" as the nodes in the map. At each milestone, customers are trying to achieve a goal to move them toward making a purchase that they feel good about.?? At each of those milestones, your company is either "in the running" or has been eliminated. That helps you determine the metrics that you should use to determine "success" ??or "failure"?? The beauty of milestone metrics and targets is that it helps you pinpoint weaknesses in your sales & marketing.??

A jornada é viva. é necessário acompanhar as métricas, a evolu??o das tarefas e a voz do cliente, essa é nossa bússola, isso que vai orientar se precisa de ajuste de rota ou n?o.

Monitoring and updating journey map analysis over time is essential for ensuring that it remains relevant and reflects the evolving needs, preferences, and behaviors of customers. Here's a systematic approach to monitor and update journey map analysis: 1- Regular Data Collection 2- Analyze Customer Feedback 3- Conduct Periodic Journey Map Reviews 4- Identify Changes in Customer Behavior 5- Update Journey Map Components 6- Prioritize Improvement Opportunities 7- Test and Iterate Solutions 8- Monitor Key Performance Indicators (KPIs) 9- Communicate Updates Across the Organization

- Always, always have a CJM no matter how complex or simple your product/Service - Make sure you update it every Quarter, Half, or year, ir all depends on the maturity and evolution of your company - At an early stage, building CJMs can be based in you personal knowledge, with time, they should be based on the Voice of the Customer

To fully understand the customer journey, I recommend combining broad quantitative analytics with in-depth qualitative feedback. For instance, while website analytics might show you where customers are dropping off, in-depth interviews or focus groups can reveal the reasons behind these actions, providing context that numbers alone cannot. To ensure your CJM remains an accurate tool for decision-making, regularly integrate fresh data from diverse sources. It helps keep your strategies aligned with real customer behaviors and also helps in anticipating changes and adapting proactively. Remember, a dynamic CJM fueled by comprehensive, up-to-date data is key to maintaining relevance in a constantly evolving market.

To harness the full potential of your customer journey map, a meticulous approach to data collection and analysis is essential: Tap into various data points—website analytics, customer surveys, social media feedback, and interaction logs. This multifaceted view reveals the true nuances of the customer experience. You can break down your data by customer segments to find out what you need, behaviors, and preferences. Identify patterns and trends. Are specific touchpoints consistently underperforming? Is there a notable shift in customer sentiment? Trends guide strategic interventions. Translate your findings into actionable strategies. Each data point should inform decisions

Failing to collect and analyze data is like trying to sail the open ocean without a compass or stars—blind, directionless, and perilous. It's not just a strategic misstep; it's akin to corporate negligence in today's data-driven era. Companies that overlook the goldmine of insights buried in their data are not merely uninformed; they are intentionally handicapping their potential for growth. In a world where nuanced understanding of customer behavior is the cornerstone of innovation, ignoring data analytics is a flagrant declaration of indifference to success. Those who refuse to harness the power of data analysis are not just falling behind; they are actively choosing to remain in the dark ages of business strategy.

Customer Journey Maps will rarely remain static. Changes at your organization and in the market require regular review and updating. You can do this using inputs from your business. A great cadence is to use your quarterly reporting data to review against your existing journey. Start with: -Customer Sat/NPS data-any risks coming up that can be corrected for in the journey map? -Voice of Customer data-what topics are coming up that may affect product usage/adoption that could be addressed early in the journey? -Usage data - who is using your product? What is their persona/job title? When do they use it? What areas of the product are they using? -Churn data - look back across closed-lost reasons for opportunities to address in the journey

Data collection is an integral part of the customer journey process, but it is important to recognize your Customer Success Management (CSM) team as active participants in the data collection process. These team members engage with the customer journey on a daily basis, and it is imperative that you understand the true journey in parallel to the data you collect from the mentioned sources.

While updating the current state is important, it is also crucial to document the changes from the current state to the future state. In an ever-changing technology landscape, it is essential to understand when and why the customer journey changes. This proactive approach ensures that you are not chasing your tail to implement changes that have proven unsuccessful in the past.

Revitalizing your journey map visuals is crucial for clarity and engagement: Ensure your visuals are easy to understand at a glance. Use clear icons, legible fonts, and a coherent color scheme to differentiate stages, emotions, and channels. Visual cues spotlight critical touchpoints, customer feedback, and improvement areas. This will draw attention to priorities and facilitate quick decision-making. Incorporate interactive features in digital versions, like tooltips or expandable sections, to offer deeper insights without cluttering the main view. Regularly refresh visuals to reflect the latest data and strategies. This keeps the journey map relevant and forefront of all stakeholders' minds.

Ignoring the need to update your journey map visuals is like refusing to update a treasure map after new discoveries: a blatant disregard for progress. It's not just about aesthetics; it's a fundamental failure to communicate evolving insights effectively. As customer expectations and behaviors shift, so too should the visual representation of their journey. Clinging to outdated visuals is akin to navigating a rapidly changing landscape with an ancient map—it's not just impractical; it's a recipe for strategic disaster. In the dynamic arena of customer experience, failing to visually refresh your map is equivalent to telling your team and stakeholders that staying lost is preferable to finding new paths to success.

My best practices for keeping journey maps updated are: Establish governance framework: Implement a governance framework to define roles, responsibilities, and processes for maintaining and updating customer journey maps. If you don't have an owner for each journey map, it is quite likely that the map won't be updated. Remember also to engage cross-functional teams in journey mapping, rather than doing it in silos. Utilize technology: Leverage customer journey mapping software (such as TheyDo or Smaply) to facilitate updates, collaboration, and analysis. If you use several tools (such as Powerpoint, Miro or Mural) and maps are not stored in a centralized location, it is likely that updating the journey maps will be difficult.

The go to market team using the journey map should plan to review the map cross-functionally at least 2x annually. In my SaaS startup experience, I've found that product, engineering, helpdesk, etc have all had AMAZING feedback on the journey and provided input that could improve the journey (and make internal processes more efficient). Typically the Product roadmap will push updates to the journey. Once the cross-functional teams review, it's critical to go through a thorough review with Sales, Marketing, and Professional Services to ensure that those that are closest to each trigger and action step have made any updates needed.

Utilizing a RACI matrix as a part of the process is essential. When presenting to the team, they may want to make suggestions and changes, so it is crucial that all stakeholders understand their roles in the process. Additionally, many action items will emerge from these conversations. Having a 'parking lot' will enable the capture of these action items without derailing the purpose of the meeting and the finalization of the Customer Journey Map.

Effective communication and collaboration are crucial for refining your journey map. From my experience, involving diverse teams—like sales, marketing, and customer service—brings a wealth of perspectives that enrich the analysis. Workshops and interactive sessions have been particularly valuable for sharing insights and brainstorming improvements. Engaging with stakeholders and customers not only validates your findings but also sparks innovative ideas that you might not have considered otherwise. I had a client who suggested that we make 1 workshop for each stage in the journey mapping and it was a game-changer.

é importante compreender que, no momento da implementa??o e do teste de altera??es na jornada do cliente, ainda é necessário que sigamos coletando e analisando dados. Neste sentido, o mapeamento da jornada é infinito: se n?o seguirmos coletando e analisando dados, n?o entenderemos a fundo se as altera??es implementadas foram de fato efetivas.

Journey mapping isn’t a one-time event; it’s a dynamic process that benefits from regular updates. Revisiting the journey map annually—or more often if needed—keeps it relevant and aligned with shifting customer expectations and market trends. I’d also add that keeping track of your data consistently is key. By maintaining organized and up-to-date data, you ensure that when you need it for analysis or decision-making, it's readily available and actionable. This proactive approach helps streamline the process and keeps your journey map relevant and insightful.

Customer Journey Mapping presents a significant opportunity for team and leadership development. As the highest leadership, continuous updates to the journey mapping process and workshops around it provide excellent chances to involve Customer Success Managers (CSMs) and allow junior leaders to take on facilitating roles. Once you have a well-defined process and workshop that suits your organization, document it thoroughly and then train junior leaders to conduct that process and workshop. This empowers them to enhance their skills and take ownership of the entire customer journey. Empowering the entire team, even beyond the Customer Success department, is crucial for creating a truly unique and efficient customer journey.

Continuous monitoring and update a journey map over time by involvement of CSM's and. other customer-facing teams provides a well rounded perspective. Regular lunch-and-learns, post-mortem and updates provides opportunities for constant learning. elop their skills and become proficient in managing the customer journey. Involvement by entire teams, beyond just the CS department, is vital in creating a truly unique and efficient customer journey. By regularly updating and monitoring our journey map analysis, we ensure that we are always adapting to changing customer needs and delivering exceptional experiences.