Mapping the Customer Experience Journey

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Customer Engagement
Customer Experience
According to a new <a href="http://www.forrester.com/rb/research">Forrester Research</a> report, "The Customer Experience Ecosystem," customer experiences currently range from OK to bad.

According to a new Forrester Research report, "The Customer Experience Ecosystem," customer experiences currently range from OK to bad.

The report's author Kerry Bodine gathered the data from Forrester's Customer Experience Index, which includes scores for 153 brands in 13 industries based on ratings from more than 7,700 U.S. consumers. The results were surprising. Only 7 percent of the brands in the study earned "excellent" customer experience scores. Thirty-five percent of the brands received scores of "OK," 18 percent received "poor," and 11 percent received "very poor."To move the needle on those scores, Bodine suggests that companies nurture a healthy customer experience ecosystem. She suggests these steps for mapping the journey:

- Conduct in-depth customer, employee, and partner research.
Thorough ecosystem mapping requires detailed knowledge about the customer journey, an organization's inner workings, and partners' motivations

- Collaboratively visualize the sources of your customer's pain.
Recruit employees and partners from across the ecosystem to help map out the people, processes, policies, and technologies that affect the customer journey.

- Conduct root-cause analysis.
After visualizing all of the moving parts in the ecosystem, dig deeper through root-cause analysis to develop a clearer picture.

- Identify people in the ecosystem who aren't receiving appropriate value.
Once the people and groups who play some role in the customer experience journey have all been mapped out, assess whether they are currently receiving all, some, or none of the value that they need.

Bodine's suggestions are steps in the right direction of documenting a company's customer initiative to realize its full potential.

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