Well-crafted omnichannel experiences are key to meeting consumer needs and expectations; brands need to enable fast, simple transactions whenever and however customers want to interact. Nailing these interactions is a delicately balanced execution of brand, content, user experience, design, operations, and technology.
This is often a tall order due to the competing interests at play and, honestly, the siloed nature of how these groups typically work in most organizations. One of the key tenets of the design thinking methodologies we use as the foundation of how we work with clients is getting the right people in the room and providing a structured framework for working together towards a common goal.
We leverage customer journey maps as an output of our design thinking discovery workshops to align teams around a customer-centric vision. Ultimately, this leads to better understanding of how our clients’ customers interact with their brand.
CUSTOMER JOURNEY MAPS: THE DELIVERABLE
Let’s back up a bit. What is a customer journey map? It’s a visual tool that maps touchpoints between brands and their customers along different phases of the experience across channels. Often our clients bring us in to help them define the customer journey as a way of breaking down silos internally and integrating the team across brand, marketing, operations, finance, technology, and customer service. The insights that are gained from bringing those diverse stakeholders into the room for design thinking workshops not only creates a great output but one that increases the understanding of their interactions with their customers.