Published in Customer Journey

Dust Off Your Customer Journey Mapping Program

One of the most prized possessions that I received after my grandma’s passing several years ago was her recipe box. It’s a handcrafted wood box with over 500 recipes, mostly written in her handwriting.

The recipes include all sorts of things…ranging from a recipe for play doh that she used to make for my cousins and I, to a recipe for the family favorite “Taco Squares.”

The recipes really reflect my grandma’s journey with cooking and baking – some of the recipe cards are over 50 years old and reflect a time when my grandparents were just married, while others are as recent as the past decade before she passed away.

Admittedly, I rarely open the recipe box, but as I was putting together my talking points for the Customer Journey Mapping Webinar I was reminded of that wooden recipe box.

When I describe Customer Journey Mapping on clients, I often talk about the final map as a recipe for what is next.

Here’s why:

A Customer Journey Map gives you a sequence of experiences and the understanding of the inter-connectivity of experiences. Specifically, it gives an organization the instructions for delivering a great customer experience. This is exactly what a recipe does for cooking and baking.

But Customer Journey Mapping is much more than just a recipe. When your organization conducts Customer Journey Mapping and has a map in hand, it should be a call to action. (I also realize that the recipes in my grandma’s recipe box may also be a call to action for my husband and I to more consistently make homemade meals).

In the webinar Maximizing Your Customer Journey Mapping Program, Frank Leinweber and I discussed the different types of calls to action that are possible when you have a customer journey mapping program.  Of course, there are many other ways that customer journey mapping may be used. In the webinar, Frank and I only focused on the most prominent ways we have seen our clients use their journey maps.

The main point is that your Customer Journey Mapping program should not be a stand-alone activity; instead, you should always be thinking and planning for how the map will be used, now and in the future. There is nothing sadder than a customer journey map that is completed and shelved.

Preparing for the webinar reminded me of my grandma’s wooden recipe box, and all the recipe cards that I have available to me. I think of the recipes as my own personal call to action, which is to make more of the meals that remind me of family and specifically my grandparents.

I’m happy to report that since the customer journey mapping webinar, I have already used four of the recipes to make family favorites, including “Taco Squares.”

Click here to watch the webinar.