Overhauling the Customer Experience

Interaction Mapping

You can’t develop an extraordinary customer experience without first understanding the current one, as well as your customers’ needs and preferences. That takes active listening, which in turn requires a process for soliciting their feedback.

Mapping each of the touch-points at which your organization interacts with its customers is an essential part of this process. This is usually done in stages, beginning with the most frequent or routine touch-points.

Experience Design

Working with a small group of customer-experience champions and at least one key executive within your organization, we’ll review the results of the first phase to understand what’s been learned. With that shared understanding, we’ll use business-process tools to help you design the customer experience in concert with your brand promise. We’ll also help you create tools and resources — including communications resources — to support the delivery of the experience.

Implementation and Refinement

As a team, we’ll work together create training resources and experiences to help others in your organization catch the vision for an extraordinary customer experience, and gain competence in delivering it. Expect widespread cross-pollination throughout the organization as stories and best practices are shared, and the customer’s voice is heard more clearly at all levels.

And as with any business process, you’ll find plenty of opportunities for measurement, organizational learning and refinement.