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The need for speed

Customer experience strategy and journey mappingSpeed is having a profound impact on companies. Take product innovation for example. The pace of innovation continues to accelerate giving customers more options and making customer relationships more transactional. Social media is another great example. Customers can easily connect with others, increasing their awareness of alternatives in the market.

One way companies are addressing these challenges is by focusing on the customer experience as a strategic imperative. They compete on products, but differentiate on the experience.

To effectively differentiate on the customer experience, companies must place the customer at the center of the business, which inevitably requires some changes. And, as with any change initiative, when employees are engage in the process, it accelerates adoption. One tool that gets employees engaged and provides strategic insight into the customer experience strategy is journey mapping.

Journey mapping is a consultative service that helps employees see the business through the eyes of the customer. Employees from across the organization join roundtable discussions to map out the customer journey and share what customers want, what customers are doing, and how the organization is set-up to support the customer.

During these sessions you can see the light bulbs going off in peoples heads. Participants see the gaps in their processes and the gaps in their understanding of the customer.

Journey Mapping is a great way to accelerate the adoption of any customer experience initiative.

About the Author

Leslie Pagel

Leslie Pagel

As vice president of customer experience, Leslie is responsible for incorporating the voice of Walker’s customers into the solutions development process. To do this, Leslie spends the majority of her time interacting with Walker account teams, clients, and prospective clients to understand their business challenges. She coordinates several listening posts that are used to drive strong client relationships and enhance our consulting and technology capabilities.

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0 thoughts on “The need for speed

  1. I couldn’t agree with you more on this one but unfortunately the tools and techniques to support an evidenced based customer experience strategies are still at an infancy stages . For example : big data analytics is expected to play a pivitol role to realized this customer experience phenomenon but there is still a long way to go in terms of building capabilities aligned with big data for customer analytics.

  2. I agree that the tools and techniques need to evolve, but companies cannot let this be an excuse. There are numerous examples of companies leveraging big data and advanced analytics to create a competitive advantage.
    At Walker’s B-to-B Customer Experience Summit, we discussed how sports like baseball and the NBA are effectively using analytics, but football in general has been slow to adopt the use of advanced analytics. We made a similar comparison with B-to-C and B-to-B companies. There are numerous examples of how B-to-C companies are creating a competitive advantage through analytics, but B-to-B has been slow to adopt this strategy, like the NFL.
    While technology capabilities might be a challenge, companies (particularly B-to-B) cannot afford to sit back and wait because their competitors will figure it out.

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