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Kindle Notes & Highlights
by
Jim Kalbach
When you create the survey, use a consistent scale throughout. If you ask participants to rank satisfaction on a scale of 1 to 5 for one question, don’t change to a different scale for the next.
NPS
Strive to spread empathy throughout the organization.
THIS!
Creating a diagram is not the ultimate goal. Rather, it is a means to engage others in your organization in a discourse.
Assess
Key actions of the meeting
Remove Barriers
Challenge Industry Assumptions
Who Do You Want Your Customers to Become?
they ask them to become someone different.
Create storyboards
Good reference
shift a company’s perspective from inside-out to outside-in.
This is interesting because it also shows communication to customer. This is something that we should consider. What do we want to communicate and how will we communicate it.
They help answer such questions as: How can an organization better engage customers? How can it provide value that keeps them coming back? How can it make services more relevant?
Use this as why we are doing it?
Creating great experiences is not about individual touchpoint optimization but rather how touchpoints come together into a unified whole. CJMs are a strategic tool to visualize touchpoints to manage them more effectively.
This is important to communicate as we introduce CJM.
This reference is interesting because it includes the customers thoughts and feelings through the process. It also shows the level of emotion and the emotion towards the vendor.
This is a good reference because it break it down to three phases: pre service, service, and post service.
In the pre service we look at expectations
In the service experience we look at experiences
In the post service we look at satisfaction
As we are building the CJM, it makes sense to break it down similarly.
We can ask: What information email do we need to send to meet expectations? What does the payment cycle need to look like to create a good experience, what does our delivered product/service need to be to ensure customer satisfaction?
From this perspective, a customer lifecycle map is about overall brand loyalty and the emotional connection to an organization as a whole, not just a product or service.
This may apply to us since we are bringing innovation to the market.
persuasion phase, in particular, is critical.
How can we reassure the customer that this is the best solution?
Relative advantage. Is it better than existing alternatives? Compatibility. Is it appropriate? Does it fit into my beliefs and values? Complexity. Is it easy to comprehend and use? Trialability. Can it be tested without penalty? Observability. Can it be observed and understood?
This is super good to use as we look at how to treat the customer as a hero. Make sure that we address all of the points here.
Use this as a checklist to make sure we nail the decision phase.
Similarly, CJMs seek to understand how an offering is actually perceived by customers, from their vantage point.
Treat the customer as the hero of the story
One person’s experiences after purchase become the next person’s evaluation criteria.
This is unbelievably critical in our process, and we also need to find a way to capture customer’s positive experiences.
What makes them purchase? What keeps them satisfied? These are the types of questions a CJM needs to address.
The creator of a CJM should include aspects appropriate to an organization’s needs. Some typical elements of CJMs include actions, goals, emotions, pain points, moments of truth, touchpoints, satisfaction, and opportunities.
What elements should our customer journey map include?
