Customer Journey Mapping

What frameworks, mental models, techniques do you use for driving requirements when you go about building your CRM systems ?

In this video, I introduce a favorite framework of ours that we lean on, at some point or the other during the early stages of a client engagement, and that is the Customer Journey Map. We could introduce it as early as the scoping and feasibility stage, or as part of our Requirements Workshops.

It also has its place during implementation as a good anchor picture; especially when you are interacting with users to set the context for them – say during User Acceptance Testing or during User Training.

You could have variations of the customer journey depending on whether it is an individual consumer or a business customer, or each of the different business customer segments. For example, you could be a hotel and the journey that a leisure customer goes through could be different than what a business customer goes through. Or say the variation of the journey that a customer with loyalty points experiences.

For each of the activities that your customer's journey with your company spans, analyze among other things :

What customer actions , as in what do the customers initiate or what are they responding to ?
What divisions and roles specifically in your company are they interacting with ?
What channels are being used ?
What data and systems are being used ?

We have used such journey maps for all kinds of customers, for healthcare providers, for SaaS companies, for non profits for hospitality services etc.

#varasi #salesforcecrm #customerjourney