Читать книгу Managing Customer Experience and Relationships - Don Peppers - Страница 47

Many people mistake journey mapping for an inside-out view of their interactions to a customer, not taking into account that the customer is actually doing many things invisible to the company or not actually seeing that outbound lob that a company is pushing out. Many companies also focus on their email or Web sites—the easiest place to track a customer. That results in seeing a digital clickstream that shows the company where its customers move around its mobile or digital properties. Unless that's the company's only way of interacting with its customers and vice versa, then it only sees a portion of the big picture.

CJM is also not looking at a company's database using analytics around aggregate performance or response metrics. Remember, customers are feeling beings who can think, and mapping will need to evaluate emotional elements as well as rational.

Finally, it's not the equivalent of any single-dimension measure, such as Net Promoter Score or a social sentiment measure. Both of these elements serve a purpose, but they tend to measure only those willing to take the time to give a company a score and don't usually measure what or why, which are critical components a decision maker needs to know to create a journey that is frictionless, simple, and effective.

EXHIBIT 3.7 Airline/Flight Customer Journey Map

Source: East Bay Group, 2021