Journey Mapping 101: Expert Answers to your Questions, Part 2

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: In the webinar, you mentioned removing all other questions from transactional surveys and just keeping Customer Effort Score. How would you measure other things that help you improve the customer experience?

Melissa: In many cases it is possible to collect data from internal systems that allows you to measure some aspects of the customer experience without asking the customer. For example, it is more accurate and less of a burden to the customer to calculate “time to resolve” details from the internal system.

DavidOne of the things that journey maps do is help you know where and how to instrument your processes, as Melissa suggests. Also, while transaction (post-case) surveys are short, you get to ask more questions in an annual relationship survey. Just make sure never to ask a question unless you’re willing and able to take action on the answer.

Q: What software do you like most to track actual customer paths through systems? Is actual tracking of customer usage not always required to accurately understand real-world paths? 

DavidWe’ve had customers successfully follow paths with Omniture and to a degree with Google Analytics, as well as heat maps with Crazy Egg. That being said, the customer journey gets most interesting when they go across touchpoints and time, so no web tracking software will give you the full customer journey. It’s why getting the right people in the room (including, potentially, customers) is so important.

Q: How is measuring effort actionable?

David: Customer Effort Score is an indicator, not a diagnostic. That’s why I’d use the customer experience journey mapping to do the diagnostics. I’d want to measure the effectiveness of the actions that I take in reducing customer effort through use of the customer effort score. So absolutely through CES we see where we are and we see where we’re trending and if we’re making things better. It’s pointless to ask the question unless you’re going to make things better. That’s where customer experience journey mapping comes in, and the triage or priorization approach that Melissa talked about.

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.