How Leading Brands Map the Customer Journey

"80% of companies think they deliver a 'superior' customer experience. But only 8% of customers agree." This stark disconnect is why the most innovative and customer-centric brands approach journey mapping as a strategic, cross-functional discipline.

As a customer experience strategist, I've worked with some leading brands. I've learned that they take a fundamentally different approach than most organizations.

Too often, companies treat journey mapping as a siloed UX exercise or a one-time project to check a box. However, the brands that are genuinely transforming their customer experiences know better.

One brand that exemplifies this is LG. In the mid-2000s, when touchscreen smartphones were still a relatively new and unfamiliar concept, LG enlisted me as a brand ambassador to engage directly with customers in shopping centers. The goal was to excite people about their latest mobile devices and demonstrate how the new touchscreen technology worked.

The challenge was that the company's scripts and talking points were often too long and technical. As someone on the ground, I quickly realized I needed to learn the language and mindset of the customers I interacted with to connect with them genuinely.

So, I started observing how people reacted to the phones, listening to their concerns and apprehensions about losing the familiar physical keyboard. Rather than reciting a pre-written pitch, I began using more conversational, relatable language to walk them through the touchscreen features - highlighting how intuitive and "cool" the new technology was.

This direct, customer-centric approach is how leading brands approach journey mapping and optimization.

Here's a behind-the-scenes look at their playbook:

1. They Assemble Cross-Functional Dream Teams

Leading brands know that journey mapping isn't the sole responsibility of the UX team. They bring together diverse stakeholders across the organization - marketing, sales, product, service, and beyond. This cross-functional collaboration ensures they capture a comprehensive, 360-degree view of the customer experience.

2. They Prioritize Primary Customer Research

While existing data and analytics are essential, the most impactful journey-mapping initiatives are grounded in direct, qualitative research with customers. This research could involve contextual interviews, ethnographic observation, or co-creation workshops. The goal is to deeply understand behaviours, emotions, and pain points straight from the source.

3. They Map the Full, End-to-End Experience

Rather than focusing on isolated touchpoints or channels, these brands take a holistic view of the customer's journey. They document the complete experience - from initial awareness to post-purchase support - to uncover the critical "moments of truth" that make or break the relationship.

4. They Identify Disconnects and Opportunities

With this rich, multidimensional understanding of the customer experience, leading brands can pinpoint the key disconnect between expectations and reality. Identifying this gap allows them to prioritize the most impactful opportunities for optimization and improvement.

5. They Empower Cross-Functional Ownership

Journey mapping isn't just an exercise in understanding—it's a catalyst for action. These brands ensure that the relevant stakeholders own different aspects of the journey and are empowered to ideate and execute solutions.

6. They Treat it as an Ongoing, Iterative Process

Customer needs and expectations constantly evolve, so leading brands don't view journey mapping as a one-time project. They regularly revisit and refine their maps, using an agile, test-and-learn approach to drive continuous improvement.

The results speak for themselves.

According to Bain & Company research, companies that excel at cross-functional customer experience see 5.7 times more revenue growth than their competitors. It's the secret sauce for driving sustainable, customer-centric transformation.

So, if you're serious about elevating your customer experience, it's time to take a page from the playbook of these leading brands. Assemble your dream team, immerse yourselves in customer research, and make journey mapping a strategic, cross-functional discipline. The payoff will be well worth the effort.

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