Getting actionable, quality insights from users turned into an insurmountable task. Even though UrSpectr had an idea what types of features were important to their users and were already in the habit of talking to their customers on a regular basis, they were lacking the right toolkit and skills to glean quality insights from customer conversations. At first, they introduced UrSpectr to customer journey mapping by organizing a series of in-house workshops and slowly engaging more and more interdisciplinary teams into the process. With each iteration, UrSpectr teams were becoming increasingly self-sufficient in building customer journeys, conducting quality user interviews, interpreting research findings, and organizing journey mapping workshops on their own. Towards the end of the last iteration, the teams were much more efficient in building customer journey maps and personas in-house using UXPressia tools as well as gathering insights and ultimately improving their product with the help of the newly formed customer experience department. Slowly but surely, UrSpectr was able to groom CX experts in-house who act as change agents pushing the company towards customer-centric innovation and growth.
Case Study: Roadmap for Journey Intelligence
Customer Journeys | Kelton Global
Summary: How to design a journey-mapping workshop that leads participants through current-state assumption mapping, pain-point identification, and future-state visioning. By Kate Kaplan. When journey maps are used in the right way — as a means to address a specific, known business goal — the benefits are vast. One of the biggest practitioner pain points revealed during the same research, however, is that many people are unclear about the specifics of the actual journey-mapping process.
This case shares how a global Japanese electronics company used journey mapping to improve its business to business operations, specifically with external partners. Through a number of service design workshops internal staff gained awareness of the problem of poor service delivery and became part of the solution. This electronics company is one of the leading interactive entertainment producers in the world, offering home entertainment with games, movies, television and music.
As digital technology has enabled shoppers to easily research and buy products online, sellers have been scrambling after them, trying to understand and satisfy their wants. Savvy companies, however, are using new tools, processes, and organizational structures to proactively lead digital customers from consideration to purchase and beyond. They are creating compelling customer journeys and managing them like any other product—and gaining a source of competitive advantage.