Define the scope of your Customer Journey Map

The ultimate guide to Customer Journey Mapping – Part 2 of 5:

Customer Journey Maps are essential for any business that’s serious about developing rewarding customer experiences. But they require careful planning or you risk wasting time and money. Our series of five step-by-step articles will guide you through the opportunities and obstacles.

By Amanda Salter

Determining specific goals, deliverables, costs and deadlines will help you focus on what’s important and make it easier to get stakeholder buy-in. To be as productive as possible, you must prioritise. Here’s how to separate the wheat from the chaff.

1. Decide your objectives

Focus on the key things you want to achieve for your business. This could be one key statement from this year’s business strategy, for example. A good Customer Journey Map should provide valuable insights into your business. If you try to cover everything at once, it can become overwhelming. Bitesize, actionable tasks are much easier to assimilate and process than a mountain of seemingly insurmountable requirements – and each will add up to form the bigger picture.

2. Identify areas of opportunity

Take a strategic look at your business and pinpoint areas in your existing customer journey where you can see obvious opportunities to differentiate or pain points to solve. For example, if you’re receiving complaints about your after sales service, focus on fixing this. The more targeted your Customer Journey Map, the quicker you’ll be able to implement changes and see results. Which will make both your board and customers happy.

3. Focus on global regions sequentially

Multinational business should concentrate on a particular region at a time, starting with the ones where there’s the biggest opportunity for improvement or biggest market. Once again, look for the customer pain points that are causing the most problems and/or are the easiest to fix. By tackling regions one by one, you will not only discover the specific needs and idiosyncrasies of each market, but also find common ground with other regions. This will make it easier to roll out subsequent Customer Journey Maps.

Other articles in the series:

Part 1 – Set foundations for a productive customer journey map
Part 3 – Choosing the right level of granularity for your customer journey map
Part 4 – Shape your customer journey map for today and tomorrow
Part 5 – What to do after your customer journey map

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