THE ULTIMATE GUIDE FOR (DATA-DRIVEN) CUSTOMER JOURNEY MAPPING

Getting faster and more reliable insights to elevate your Customer Experience

#DataDrivenDesign #CustomerJourney #CustomerJourneyMap

SHOULD I HAVE A CUSTOMER JOURNEY MAP?

Your KPIs are what connects your design work to business. They are able to align each team effort across the whole company towards the same strategic objective. 

Many designers dismiss strategic objectives. But strategy often reflects the ambition of the whole company. You want to be aligned with this. 

When your creative actions are aligned with strategy, you get the freedom of creativity. You are finally able to implement design actions (user interface improvements, new product ideas, new services etc).

Do your actions, however, have clearly defined goals? Are these goals attached to the strategic objectives? Here's how to avoid this common pitfall:

START WITH AN INSIDE VIEW: STAKEHOLDER INTERVIEWS 

Lagging indicators are output oriented indications of success. They tell how your actions perform.

IF YOUR HAVE DATA, DIG INTO YOUR ANALYTICS

In this example, the number of downloads of your whitepapers, the number of closed deals you got from the whitepapers.

DIVE INTO SEARCH BEHAVIORS

In this example, the number of downloads of your whitepapers, the number of closed deals you got from the whitepapers.

Paying customers. These are your current paying customers. You already have some level of data about them, and you may reach them for further research.

New customers. This is an audience you haven't yet reached. They are likely to have high lifetime potential and net influence. 

WHO ARE YOU DESIGNING FOR?

 

IT'S ABOUT HAVING QUALITATIVE DATA​ — QUANTITATIVELY.

HOW TO MAKE IT DATA-DRIVEN?

 

Now that you have the strategy properly stated and the goals you need to reach, you need to design actions to reach goals.

Notice that this canvas is not telling you how to tackle your customer needs, but rather how to measure how you meet those needs!

RECRUIT AGENTS

 

Leading indicators should be based on the actions that properly fulfill your customer needs.

 

Once you discover which are these actions, you may track how much or how well you are fulfilling them.

FOCUS ON HUMANS, NOT SEGMENTS

In the example, let's say that the big need companies have is to understand what to do after Covid-19. Let's also think that the channel your customers consume are whitepapers.

EXTRACT THE ESSENTIAL JOURNEY

Hence, your leading indicators are something like.

NOW YOU MAY MODULATE YOUR ACTIONS ACCORDING TO BUSINESS PERFORMANCE, WHILE KEEPING TEAMS ALIGNED AND PRODUCTIVE.

NOW, COMBINE OTHER DATA SOURCES TO FILL IN THE GAPS 

Lagging indicators are output oriented indications of success. They tell how your actions perform.

DIG INTO YOUR ANALYTICS

In this example, the number of downloads of your whitepapers, the number of closed deals you got from the whitepapers.

DIVE INTO SEARCH BEHAVIORS

In this example, the number of downloads of your whitepapers, the number of closed deals you got from the whitepapers.

FINALLY, SEND SMOKE SIGNALS

Lastly, your targets. Targets are easy: they are the numbers you need to hit within a given period of time. 

The tricky part is that leaders often mistake targets for simply KPIs. Now you know better and can tell that there's little help to managers repeating that "we need more revenue", but not really managing the situation with numbers.​

LASTLY: START SIMPLE, AND START NOW

Now you are able to use this canvas to keep your creative actions on track. You may create a fancy dashboard, an automated or manual Google Sheet or even just a time-to-time report for stakeholders.

The important thing is that whatever you do, you will know exactly how to keep on track and aligned with your organization, other teams, your own team and your own actions. 

You will also be able to track the input and see how it affects the output.

KPI_Canvas_web_edited.jpg

DOWNLOAD THE KPI CANVAS

 

You may create your own canvas, but this is a working model I have used with many businesses, from small to big. Enjoy, and share if it was helpful!

MORE TOOLS AND CANVAS FOR DATA-DRIVEN SERVICE DESIGN

Framing your wild idea into a structured hypothesis

It's great to have ideas, and after converging them, nothing speaks feasibility like a properly structure hypothesis.

A planner to build loyalty with rewards, suitable for any marketing stack

Based on video-game studies and best-in-class cases, this three-layered calendar is a design tool for incentives and rewards.

Customer Journeys, the whole story

I published this ebook a while ago. It is still my practice  for mapping customer journeys: build the Essential Journey, track emotions and touchpoint data — lift the experience from there.

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©2020 by Lutav | Sérgio Tavares, ph.D.