Tag: customer journey mapping

5 cose da ricordare quando usi le Customer Journey

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Customer Journey, Marketing, Loyalty

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AICEX: nel mondo della customer experience hanno spopolato le customer journey, un validissimo strumento, ma talvolta utilizzato impropriamente, o non utilizzato appieno. Capita che le customer journey non siano dei clienti, ma delle aziende che sperano che i clienti seguano esattamente il percorso che hanno disegnato per loro. Capita anche che ci siano progetti e budget per costruire le customer journey ma non ce ne siano altrettanti per le azioni che dovrebbero seguire. Il vero lavoro inizia infatti quando le customer journey sono finite! Riprendiamo qui un articolo su questo tema.

One of Temkin Group’s Six Laws of Customer Experience is that people are instinctively self-centered. Individuals inside a company are very knowledgeable about the company and its processes and often have a mixed understanding of customers. The result? Employees naturally tend to view their customers through an internal lens that focuses on the distinct interactions a customer has with their specific department. This inward focus makes it impossible to have a complete picture of the customer’s experience. Customer journey maps (CJM) help shift employees’ focus beyond individual interactions towards a broader examination of the customer experience. Continua a leggere “5 cose da ricordare quando usi le Customer Journey” →

Per favore basta con le Customer Journey

su da Gian Carlo Mocciin Customer Journey, Digital, Design, UX

AICEX: Talvolta ci sfugge che le Customer Journey sono “un mezzo” e non il fine, al pari di un organigramma o di un elettrocardiogramma. Senza un cardiologo bravo l’elettrocardiogramma serve a poco, e dopo il cardiologo potrebbero servire molti altri specialisti 🙂 

”No more journey maps, please!” was the response of a Chief Customer Officer of an EU telecom company when we asked her about how she and her team went about, well, mapping and measuring customer journeys.

This executive was disappointed with the journey mapping process because she struggled to understand what constituted a ‘good’ or ‘bad’ customer journey map with the tools at her disposal. What should her team focus on first? How could she use the insights from the exercise to design a customer journey that actually works? Continua a leggere “Per favore basta con le Customer Journey” →