You usually ask Joana de Quintanilha and me on which journeys it is best to focus. We get it: It’s an necessary first step in bettering CX. On the identical time, the stakes are excessive: Choose the precise journeys and construct a killer success story, nurturing buy-in and gaining momentum. Choose the fallacious journeys and breed stakeholder skepticism about journey transformation as an alternative.
Use A Prioritization Device To Construct A Portfolio Of Journeys
In our new report How To Prioritize Buyer Journeys, we lay out our suggestions for how you can finest prioritize journeys and share our Buyer Journey Prioritization Device for doing the prioritization work:
Goal for a portfolio of journeys: Goal to develop a portfolio of journeys at numerous ranges of affect and feasibility. That’s so that you don’t get caught “quick-win land.” Overfocusing on Fast wins (excessive affect and feasibility) could be harmful. These fixes could also be simple however CX leaders also needs to work on some long-term investments and strategic bets.
Charge affect and feasibility throughout 10 dimensions. Prioritize journeys to work on by evaluating their affect (Clients, Staff or Companions, Busienss Targets, Cross-Journey Affect, Model Differentiation And Technique) and their Feasibility (Inner Consciousness and Assist, Required Funding and Measurability, Complexity, Entry To Organizational Assets, CX Staff Assets And Expertise).
Use a standard device: With our Buyer Journey Prioritization Device, you may charge journeys on 43 standards throughout these 10 dimensions. We let you choose standards for every dimension based mostly in your group’s stage of journey-centricity. Under you may see a pattern output from the device, a journey scorecard.
Safe buy-in: Herald chosen stakeholders early to enhance prioritization and get buy-in, then take into account sources and score output to find out an preliminary portfolio of journeys.
We thank Lorenzo Introna, Susan McNulty and Judy Weader for his or her contributions in growing the report and the device.
For an indication of the Buyer Journey Prioritization Device dwell, be part of me at CX EMEA in London on Might 10-11, 2023! Be taught extra and register right here.
