CX Construction Set: Do These 3 Things Before Journey Mapping

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Congratulations! You have the green light to start your CX Journey Map.  You hope that it will help guide the organization towards a more successful data-driven marketing model.

Red Light! You may not have a sufficient fact base. Do you know enough about the existing prospect/customer interactions? Is there enough data, in sufficient quantity and quality, for analytics, targeting and personalization? Here’s a few due diligence items that can help jump-start your CX effort:

  1. Shared Vision: Does everyone believe that the status quo is broken? How would they optimize channels and transform customer experiences in an ideal world? Beginning a dialog with your folks is a great first step. After all, not everyone is immersed in CX as you are.
  2. Customer Data Inventory: How do you identify your prospects/customers? What first, second and third-party data do you have to work with? Where does it live? How is it used? Is the data any good? Data is the lifeblood of CX, and the company with the best data will win in the end! Tracking these answers down will greatly speed up the process and result in more actionable customer treatments. It will also lay the ground work for another essential CX component – the customer data strategy. 
  3. Current State Experience Inventory:  How are you “touching”, interacting with and learning about your prospects and customers?  I promise you, no one knows the full scope of the campaigns, one-off promotions, zombie web sites, service and loyalty programs that have accumulated over the years like plaque.  Having this information at your command will help identify experience gaps and also flag solid practices for the future.

Conclusion

I like to think of the these activities as the basic “construction set” for CX design.  Having a shared vision how marketing should change, knowing the data assets at your disposal, and possessing an inventory of current marketing practices will get the creative ideas flowing and greatly accelerate the project.  Conversely, these questions unanswered will drag down the effort with “I’ll have to get back to you with that” syndrome.

 

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