The CX Cast 320: How To Build An Actionable Journey Atlas
Aug 29, 2023
Susan McNulty, a consultant specializing in CX transformation, shares her extensive experience in customer experience leadership. She delves into the importance of journey atlases as a tool for visualizing customer experiences across product lifecycles. Discussion highlights include optimizing customer journeys through continuous data analysis and cross-functional collaboration. McNulty emphasizes creating actionable plans for change management and fostering engagement to drive customer-centric transformations in organizations, particularly in sectors like financial services.
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Journey Atlas as CX Blueprint
- A journey atlas offers a comprehensive view of customer experience across all products and lifecycle stages.
- It highlights pain points, business costs, and guides customer-centric transformation beyond digital initiatives.
Create Atlas via Expert Workshops
- Build the journey atlas using workshops with 3-5 subject matter experts across customer lifecycle stages.
- Cluster micro journeys into fewer high-level journeys and rate their health internally using a simple red-amber-green scheme.
Validate Journey Health with Data
- Internal ratings of journey health must be validated with real customer and business data.
- Combining qualitative and quantitative data provides a realistic 'as is' view for prioritization.