Hello, wonderful readers! Today, I want to dive into a topic that’s been gaining a lot of buzz lately—Journey Management. Just like many of you, I’ve noticed an increasing excitement around journey management tools. They look sleek and promising, but often, we get lost in the glitter and forget the essence. So, let’s take a step back and focus on what really matters: the process.
Before we get into the nitty-gritty, let me share a bit about my own journey. This summer, my lovely husband and I decided to mix things up. Without the confines of the usual holiday rush, we enjoyed a blend of lighter workdays, creative projects, and some much-needed relaxation. One exciting project on the horizon is “Ask Zanna Anything,” an AI version of myself! More on that later.
Now, back to journey management. Here’s a structured, pragmatic approach to ensure your organization is ready to implement these tools effectively. So, grab a cup of coffee, settle in, and let’s explore these seven practical steps together.
Step 1: Create an Overview
First things first, let’s create an overview. The goal here is to list all customer and employee journeys without getting bogged down in the details. You might be tempted to start mapping everything, but resist that urge! Instead, focus on making a simple list.
Use tools like Miro or even Excel to document these journeys. Engage different departments—customer service, finance, digital teams—to ensure you have a comprehensive list. This process shouldn’t take weeks or months. A few hours of consultation with key stakeholders can give you a solid overview.
Why This Matters:
Creating this list helps you understand the scope of your journey management efforts. It’s a foundational step that sets the stage for everything else. Plus, it keeps everyone on the same page.
Step 2: Collect Data
Now that you have your list, it’s time to gather data. This step is crucial for making informed decisions about which journey to focus on first.
What to Collect:
- Number of Customers: How many customers go through each journey annually?
- Number of Contacts: How many calls, emails, or other contacts are related to each journey?
These two metrics are your bare minimum. Depending on your organization, you might add other criteria like strategic importance or upcoming regulatory changes. The key is to balance thoroughness with practicality.
Why This Matters:
Having data-driven insights ensures you’re not just going with gut feelings or the loudest voices. It helps prioritize efforts where they can make the most impact.
Step 3: Select and Map a Journey
With your data in hand, you can now select one journey to focus on. I recommend starting with just one, maybe two if you have the resources. This allows you to learn and adapt without spreading yourself too thin.
Mapping the Journey:
Conduct a two-and-a-half-hour workshop with employees from various departments—website, digital, finance, customer service, etc. The workshop should cover:
- Transactional Steps: Understand each step from the customer’s perspective. Ask “stupid questions” to get clarity on details like confirmation emails and follow-up communications.
- Emotional Side: Identify the emotions you want customers to experience. This could be based on your brand promise or simply placing yourself in the customer’s shoes.
Why This Matters:
Mapping the journey with input from different departments provides a holistic view. It ensures that every aspect of the customer experience is considered, both transactional and emotional.
Step 4: Collect Internal Data
Next, look at relevant internal metrics for the chosen journey. This might include:
- Process Time: How long does it take to complete the journey?
- Conversion Rates: Metrics related to website or app performance.
- Employee Workload: Insights into how the journey impacts your team.
Why This Matters:
Combining internal data with customer data gives a complete picture. It helps identify bottlenecks and areas for improvement from both perspectives.
Step 5: Set Up a Journey Team
Now, it’s time to form your journey team. This team should represent all relevant departments involved in the journey. The goal is to create a new way of working focused on continuous improvement.
Journey Team Tasks:
- Improvement Ideation: Think of ways to enhance the journey based on your insights.
- Experimentation: Adopt a mindset of testing and tweaking improvements.
Why This Matters:
Having a dedicated team ensures that journey management becomes an ongoing process rather than a one-off project. It fosters collaboration and continuous improvement.
Step 6: Establish a Rhythm
To make journey management effective, establish a regular rhythm for your journey team. This includes:
- Regular Meetings: Weekly or biweekly check-ins to discuss progress on improvements.
- Avoid Overloading: Don’t overwhelm the team with too frequent data updates. Focus on meaningful intervals to assess impact.
Why This Matters:
Consistency in meetings helps maintain momentum. It allows the team to stay focused on improvements without getting bogged down by data noise.
Step 7: Measure and Celebrate Success
Finally, you want to measure the impact of your efforts and celebrate successes. Use the baseline metrics you collected to track progress:
- Customer Satisfaction: Measure improvements in satisfaction or NPS.
- Contact Reduction: Track the decrease in customer contacts related to issues.
- Process Efficiency: Assess reductions in process time.
Why This Matters:
Seeing tangible results within a few months boosts morale and validates the effort. It creates enthusiasm and encourages wider adoption of the journey management approach.
Final Thoughts: To Tool or Not to Tool
After going through these seven steps, you might wonder if you need a journey management tool. Here’s my take:
- For Smaller Operations: If you manage around 10 journeys, tools like Miro might suffice. You don’t necessarily need a dedicated journey management tool.
- For Larger Operations: If you have numerous journeys and need real-time data integration, then consider tools like TheyDo or Milkymap. But approach them with a clear way of working defined by these steps.
Why This Matters:
Choosing a tool should enhance your process, not define it. By following these steps first, you ensure that any tool you choose serves your specific needs effectively.
Conclusion
Journey management is more than just mapping out customer experiences. It’s about creating a dynamic, continuous improvement process that benefits both your customers and your organization. By following these seven practical steps, you can build a robust journey management approach that drives real results.
So, dear readers, embrace this new way of working. Learn, adapt, and see the positive impact it can have on your customer satisfaction and operational efficiency. And if you ever need a bit of virtual advice, remember “Ask Zanna Anything” is just around the corner.
