In my role as part of the CX Strategy & Design team at Oracle, I’m fortunate to work with, and learn from, some of the most customer-centered companies out there. What Brian and the team at HOSTING are doing to create a truly CX-focused company is fantastic. I was introduced to Brian at one of the CX Journey Mapping workshops our team puts on, and I’ve been impressed with how HOSTING has adopted the methodology.
You may be familiar with journey mapping already – it’s not necessarily a new concept. A journey map is a visual representation of the people, processes, systems, and emotions a specific customer experiences during an interaction with a product or service. That last part – the emotional journey – is what separates CX Journey Mapping from other traditional ecosystem or business process mapping methods. The emotional reactions to an experience reveal the customer’s needs and goals, providing insight into what’s truly meaningful to them. Given that level of understanding, you’re better able to design experiences that build loyalty, advocacy, and deliver positive value for your business.
We’ve been teaching CX Journey Mapping to Oracle customers and teams around the globe for the last 16 months. It’s been a fantastic learning environment to advance our thinking and tools. We’ve learned a lot, so I want to share three of those lessons with you now.
- CX is everyone’s business. Delivering a positive customer experience often falls on the shoulders of the Service or Support teams. Focusing your CX efforts only there is like watering a plant after it’s died – it’s too late. The customer’s experience extends across all phases of their relationship with you: identifying a need, researching, selecting, buying, using, maintaining, and hopefully renewing and recommending. When viewed this way, all lines of business should be involved in designing the experience: product development, marketing, sales, finance, operations, and support. All levels of an organization, from front-line customer service reps to the executive management, should have a part in delighting the customer.
- Employee engagement is critical. In his last post, Brian mentioned that every employee at HOSTING goes through their WOW customer service training program. Taking a customer-centered approach is woven into their DNA. At Riot Games, an online gaming company with the mission to be “the most player-focused gaming company in the world”, Player Experience Manager Matt Agnello introduced journey mapping to help design the on-boarding processes for new employees (“Rioters”, as they’re called). Their employees are taught CX principles from day one. Engaged employees create engaged customers.
- The “language of CX” crosses borders and industries. At resort operator Vail Resorts, Online Experience Director Stacey Pool uses journey mapping to inform the development of their digital strategy. The “outside-in” nature of the process helps identify important customer needs that often lie beneath the surface of typical interactions. The travel & tourism industry is very different from financial services, CPG, or the public sector. Regardless of the industry or region of the world you work in, you have a “customer” you need to serve. Forget about B2B or B2C or B2B2C…..think P2P. Person-to-person. All “customers” have needs, and it’s our job to understand those needs and deliver meaningful experiences.
Our team shares all of our materials and methods publically at www.designingcx.com. We thrive on feedback and discussion, and learn as much from you as you will from us.