How to turn your Journey Map into an Eco-System Map

March 9, 2012 - PRLog -- Customer Management Exchange: Moira, welcome to the show. You’re a speaker at the Executive Customer Contact Exchange and you’ll also be speaking at the US Customer Experience Exchange in North America, so you’re a key figurehead of this industry. I’d like to do a quickfire round with you today, asking you five questions about developments within this industry, starting with the question, what tools can customer experience professionals use to understand their brands’ ecosystems?

M Dorsey: That’s an excellent question. There are a couple. The first one that people need is a customer journey map, or several customer journey maps. Customer journey maps typically come out of the research that companies do to develop customer personas, which represent their customers and their behaviours. They detail all the steps that customers take across all the different touch points in their interactions with companies in the course of trying to accomplish a particular goal. For example, if they want to log into a financial services account and transfer money between accounts.

Once you have a journey map, or many journey maps of all the critical journeys that customers take, then you can use that journey map to create an ecosystem map. That’s the second tool that’s very critical to understanding a brand’s ecosystems. The ecosystem map is the flip side or the mirror image of the customer journey map in that it represents the company’s side of the conversation or the interaction that’s going on between the customer and the company. When you do an ecosystem map, it tells you not only the touch points that customers are interacting with, such as the IVR system or the call centre agent or the person at the end of an email or the website, it also tells you what’s happening at each of those interaction points and it enables you to highlight places where the customer experience is either going well and supporting the customer’s goals, or where things are breaking down and there are problems.

So the journey maps and the ecosystem maps are two critical tools to understand what’s going on in your customer experience ecosystem.

Customer Management Exchange: That’s very interesting. Leading on from that, what types of ecosystem issues lead to breakdowns in customer experience?

Moira Dorsey will be a speaker at the Executive Customer Contact Exchange, which will take place from 16th – 18th April, 2012 at Carton House Kildare, Ireland: Visit our website: www.customercontactexchange.com for details, or contact us at exchangeteam@iqpc.com or call +44(0) 207 368 9500 for more details.

Moira Dorsey will also be a speaker at the Customer Experience Exchange, which will take place from 24th - 26th September, 2012 in North America. Visit our website: www.customermanagementexchange.com for details or contact us at exchangeteam@iqpc.com or call +44(0) 207 368 9500 for more details.


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