Customer Experience - Where to Start, the Weakest Link and Lessons from Jimi Hendrix

Oct. 6, 2011 - PRLog -- Interview by Helen Winsor, IQPC Exchange

Rod Butcher, Head of Customer Experience and Insight at Aviva, joins IQPC Exchange to discuss why customer journey mapping is such an essential part of customer experience management for businesses today and how it can be used to help change the culture.

IQPC Exchange: Great of you to join us ahead of the event. Now to start off with, you’re talking about customer journey mapping over 2011 exchange. Why do you think this is such an essential part of customer experience management for businesses today?

R Butcher: Well, if you were starting with a blank sheet of paper, to be honest, this is where you’d start. In other words, you’d use it to better understand the journey your customers are actually going through as they perceive it and as they feel it. And then you’d use it to design the experience that your customers actually want.

Now, of course, we’re not actually starting with a blank sheet of paper, and frankly, no company ever is, so that’s why customer journey mapping is also hugely valuable for us in mapping out all of the existing activity in projects that’s underway that has got something to do with the customer. But for us the benefit of customer journey mapping and this situation is that we can use it to challenge and/or to validate all this activity.

And what we typically find when we have these kinds of conversations is that you’ll get one person that says, why are you spending time using CJM to look at this particular touch point, for example, because Project Phoenix is going to fix all that. Then for every one person that says that, you get another person that says, I don’t know anything about Project Phoenix. Then you typically get another person that says, well, I know about Project Phoenix, but that’s not my understanding at all of what that’s about.

So it’s really useful in flushing out all of those things onto the table and then, of course, revalidating or challenging or changing those things just to ensure that they are really being done from the customer’s perspective; the outside-in view and not the inside-out view, which is what we do find in a lot of our thinking because we’re all employed and we all typically tend to forget that we’re customers as well.

IQPC Exchange: Thanks, Rod. Now I’ve heard that you’re keen to explore how to use customer journey mapping to help change the culture too. Can you explain this?

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The Customer Experience Exchange will take place from 29 November - 01 December 2011 at the nhow Hotel, Berlin. For further information about this event please visit www.customerexperienceexchange.com, call +44 (0) 207 368 9484 or email exchangeteam@iqpc.com now!