The value in customer journey mapping is therefore in unlocking the most important issues and prioritising what should be done about them. At its core is the understanding of customers who they are, why they do business and their hopes, expectations and fears. His work is about helping build stronger CX programmes through the development of effective CX strategies and the delivery of operational competencies. Based in the United Kingdom, he works with companies throughout Europe and the Middle East. Jerry works across many sectors including aviation and travel, financial services, professional services and manufacturing. Jerry Angrave is Customer and Passenger Experience Director at Empathyce, a customer experience (CX) consulting and coaching company. Link to a De Gruyter Online Event in which the author Jerry Angrave and founder & CEO of Empathyce, together with Ian Golding, Global Customer Experience Specialist Sarah Corney, Head of Digital Experience, CIPD, London and Nathalie Wickens, Customer Experience Manager, Cardiff Airport, discuss how business professionals can develop confidence with Customer Journey Mapping by making business decisions which are aligned with the experiences of the people they serve: The Journey Mapping Playbook is a practical guide, presented in striking colour, with downloadable worksheets and frameworks to help you prepare, plan and run your workshop. You are in the early stages of building a rewarding career in customer experience You are a customer experience or marketing professional Nurture better and more profitable customer experiences. What to do at the output of the workshop to ensure you get the most out of them Make every stage of the journey relevant and purposeful Prioritise which journeys to focus on and how ĭecide whom to invite and which tools to prepare Understand why a journey map is commercially important Jerry Angrave, a Customer and Passenger Experience Director who works across many sectors, including aviation and travel, financial services, professional services, and manufacturing, provides insight and practical guidance on planning, facilitating, and delivering a strategic journey mapping workshop. The Journey Mapping Playbook is an accessible how-to-do-it toolkit aimed at customer experience (CX) and marketing professionals who wish to improve their customer and employee experience. What should a customer journey map envisage? How should you use it? And how do you plan, facilitate then demonstrate the value of journey mapping by providing a compelling argument within the organisation to make changes? At best, you risk wasting time, and effort or, at worst, handing your advantage over to your competitor. The danger in not journey mapping or getting it wrong is having no meaningful purpose and no consensus around what actions to take or why. Journey mapping also shows where great experiences currently exist within the company and how they should be celebrated or protected. The journey map is crucial in understanding and managing the customer's perception of your service or brand at critical touchpoints and prioritising how to improve that experience. Unlocking the value of customer journey mappingĪ valuable guide in helping you build stronger customer experience programmes by developing effective customer experience strategies.Ĭustomer journey mapping is a vital tool used by Customer Experience professionals around the world. The Journey Mapping Playbook: A practical guide to preparing, facilitating and
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