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Case Studies: Collaboration in Journey Mapping

August 21, 2017

USA.gov

Collaboration in Journey Mapping

When administrators at USA.gov set out to improve customer experience, they searched for answers through journey mapping. A look at their process reveals three areas collaboration played a key role. 

> People: USA.gov hosted four journey mapping workshops and invited managers and subject matter experts to the table to collaborate and professional facilitators to help keep them on task. 

> Data: The organization leveraged several resources to compile the data for their mapping process, including outside agency research, help center data, social media comments, surveys, front-line employee interviews, and web analytics. 

> Agencies: Organizers identified and improved specific pain points and gaps in the customers’ experiences and shared those with the appropriate departments and outside agencies. Stakeholders from inside and outside the organization formed a Customer Advisory Council to facilitate the directives of the mapping process. 

Jumpstart Your Way to Journey Mapping

Developing your first journey map can be overwhelming. Use these tips to get past the challenge of taking that first step: 

>Ask for help by inviting one front-line employee, one department head, and one marketing executive to collaborate. Later, widen the pool to include other stakeholders and subject matter experts.  

>Start by modeling only your most extreme customer and your most common one. Once you get the hang of it, you can include all key customer segments.

>Don’t get mired down in the nuances of every touchpoint. Focus on ones that are most important to your business, such as in-store, online, marketing, and phone support. Down the line, you can break those larger touchpoints into smaller ones. 

>Begin with broad assumptions about your customers’ behavior. Later, you can validate those assumptions and add more data as it becomes available.