©2017, SuiteCX Inc.

What Is The Right Approach to Customer Journey Mapping?

What we have found is it depends! What works best often depends on the unique personality of the brand itself and what they have in-hand to start.

Companies accustomed to detail and rigor in their approaches to strategy, technology and execution tend to start with more rigorous mapping efforts, while those that are more Brand driven and more ‘emotional’ tend to use story telling.

We are often asked what is the ‘right’ approach to mapping. Do you start with an ‘agile’ map and deepen it as you go along or do you start by collecting everything? Outside in? Inside Out? Data driven or Emotional?

Do you tend to have six sigma “DNA” and Oversight/Governance teams?

You like grids/swim lanes (touchpoints)?

Have clear ‘questions’ they are asking (hypothesis based), want clear outcomes?

Do you tend to have agency driven ‘persona’ driven story’s driving their marketing?

Do you want to visualize quickly and then identify areas of interest?

Stories lead you to ideas/innovation?

You like workshops and fast answers (sticky notes)?

The desired outcome often drives the approach!

Customer insight to drive who to invest/divest in, what needs they have

that the organization can meet/address and where

changes need to occur in the organization to deliver upon strategy

Strategic Planning

Lets you see exactly the “white space” and allows you to ID the audience’s need. Provides insights

and detail/determine table stakes and to define GTM strategy and priori-tize companies’ develop-

ment schedule

New Products

Support prioritization to highlight what’s most important to your cus-

tomers, and understand what creates or detracts

from value and drives retention and advocacy

Tactical Thrusts

Guides UX insights from VOC/VOE and path to purchase, critical mo-

ments of truth, listening posts, conversion points

and other key design elements

UX Inputs

Experience/Journey driven campaigns enable triggered, targeted, and time based messaging, offers and engagement

Precision Marketing

Telco, Financial, Insurance, Manufacturing (B2B), High Tech

CPG, Pharma, or start-up!

Supports strategy through execution to build customer value

So which one are you? Likely you are:

©2017, SuiteCX Inc.

Want to learn more? For more information contact us at info@suitecx.com, and for more thought leadership check out www.suitecx.net/resources or

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What Is The Right Approach to Customer Journey Mapping?

Use Case: CX driven research Objectives• Wrap your arms around an opportunity

• Identify table stakes for strategic advantage

• Competitive Research – from the people who count – customers

Outcomes• ID Actionable opportunities

• Investment guidance – what what’s nice to have – and what not to

focus on

Use Case: Taking in the ‘big picture’ to see opportunity Objectives• Looking for a quick diagnostic?

• CX driven innovation

Outcomes• High level view for use in socializing information

• High level action items

• Basis for validation or ongoing research

Use Case: Optimizing CX and business value opportunityObjectives• Quickly determine where the best use of focus/funds might be

• Create actionable approach – do now, do next, fit in, do not

Outcomes• Up to 800% lift in campaign response – REALLY

• 3 year investment plan with benchmarks and KPI’s being achieved

• 1% increase in net revenue