Put Your Money Where Your Maps Are

Jared Spool

October 5th, 2017

Drop the buzzwords that prevent user engagement

The boundaries between our offline and online worlds have blurred. The connective tissue between them is the liminal space we explore when we map out customer journeys. Why is it important for us to have a deep understanding of our customer’s behavior?

Because the customer experience, explains UI22 workshop leader Marc Stickdorn, is the new battleground. Businesses are losing billions of dollars to poor customer experiences every year.

Look to the airlines, everyone’s favorite punching bag these days. The airlines were once an industry that epitomized luxury, a pampered way to travel even for us schmucks in the back of the plane near the toilets. Flying has since devolved into an experience akin to a third-rate bus speeding through the Lincoln Tunnel in flames in a post-apocalyptic Stephen King novel, with complimentary stale pretzels.

How do we collect data to inform our customer journey maps? Research is often conducted with limited budgets and time. Don’t be dissuaded, explains Marc, from qualitative research because of these constraints. As teams, we need to know the right questions to ask when we define our research; otherwise, we’ll drown in data. Qualitative research provides the why in the data that quantitative cannot do. Make sure you’re observing your audience: their habits and patterns of behavior.

Zoom-in on those moments of your customer’s journey that are failing, that can be improved upon to heighten the customer’s experience, and your bottom line.

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