Last week I spent two days in the first of several working sessions with a new Walker client. They are relatively new to voice-of-customer and customer strategy, and in fact are undertaking a significant project aimed at shifting their culture to be more customer-centric.
The team we are working with is a dream come true – smart, thoughtful, and reasoned. They are keenly focused on "doing it right" and this includes an investment of time and resources up front to ensure we start with a solid understanding of the actual customer experience… meaning, from the perspective of the customer! The trendy term for what we are doing is Customer Journey Mapping (CJM), and for this client, we’ve just taken the first of many steps toward building out their map.
This company will reap immediate and longer term benefits from these exercises, but what I am most excited about is that this marks a return to a customer-centered way of designing voice-of-customer programs. Too often, companies have skipped this exploratory stage, believing they know what the customer perspective is. And too often, they end up a few years in to their programs wondering why the customer feedback doesn’t align with actual behavior or other metrics.
I am encouraged by this new client’s perspective, and by the resurgence of the journey mapping concept, and hope this triggers other companies to re-examine the design of this piece of their customer strategy.