Customer Journey Mapping & Customer Effort: Your Questions, Expert Answers

Our recent webinar, Journey Mapping 101: Reduce Customer Effort and Improve Customer Experience, covered key points on how to create a customer journey map, and related that to a reduction in customer effort and improvements to the customer experience.  We had a large, passionate audience, so it’s no surprise we couldn’t get to all of the questions during our Q&A period.

In this series of posts, our Senior Knowledge Consultant, Melissa Burch, and David Kay, Principal of DB Kay & Associates, take on some of the insightful questions asked by our audience.

Q: What are some tips/tricks to help us figure out how to quantify customer effort?

Melissa: I think examples are the best way to share tips and tricks. So, let’s assume you want to quantify the effort it takes to log a web-based help request/service request.  You could quantify on several variables including: number of minutes it takes, number of clicks it takes, number of questions asked, and number of screens presented.  Establish a consistent scoring mechanism that you use to translate the raw data into a scoring sheet.  Then, as you watch a user complete the task, capture the data for each question.  After the user is finished, translate the raw data to the scoring sheet to arrive at your overall effort score for that task.  It would probably be helpful to watch a few internal testers to make sure that you don’t observe another data point that you would like to capture.

Q: Who are the right people to have in the room to do a customer experience journey map?

David: The most important people in the room are the ones who actually do the work—interacting on-stage with customers, and implementing processes backstage.  While it’s great to have managers involved as well, we find that managers often know the theory of how things are *supposed* to work, and how things work in the real world can be significantly different.  Of course, you also want a cross-functional group that can speak to the end-to-end process we’re mapping.

Q: How do we pick which journeys to map?

David: This is one of the most interesting parts of a journey mapping workshop.  You want journeys that are “just right.”  Too broad, like the complete end-to-end customer lifecycle, doesn’t let you get into enough details to learn much of anything important.  On the other hand, journeys that are too narrow are likely to miss out on important key moments of truth, which often happen in the hand-off between groups or processes.  In general, look for a journeys that are a single experience for the customer (even if it lasts weeks or months), but which involve cross-functional efforts on your end.

Q: We really need to give more attention to our customer effort.  Where do you recommend we start?

Melissa: Begin by reviewing the data your customers have already provided.  This likely will be in various formats but when reviewed as a whole, will give you some ideas on how to address customer experience opportunities. Perhaps there are already teams who look at it, but chances are they are reviewing it with a specific purpose in mind.  I recommend you look at it with a wider lens to help identify and quantify some specific pain points. After getting armed with data, present your recommendations to the executive sponsor.  Then, we recommend you move forward and gather data to quantify observations. The data is required to help prioritize and focus efforts.

Further insight

If you missed the live broadcast, you can watch a recording of this webinar.

Stay tuned to the Irrevo blog for more Q&A from this session, and follow us on Twitter to be the first to know when we share new posts.