Improving Outcomes & KPIs with a Journey Approach

Services

My services are geared to improve the outcomes that positively impact customer and employee experiences and bottom line results.

Journey Approach

Problem/Opportunity To Address

The conflict between the operational focus on vertical siloed tasks verses the purpose of customer journeys that travel horizontally through silos.

Problem impact

The silo focus creates journey friction and internal inefficiencies resulting in unhappy customers and employees and robbing the organization of profits.

Finally, A Solution

Employees have been complaining about silos forever, and for good reason. The silo-focus creates a lack of internal cooperation and alignment that is in conflict with optimizing the cross-silo flow of customer journeys. To address the conflict, there needs to be shift from being silo-focused to becoming journey-focused. In other words, shift internal focus from siloed tasks to what the customer is trying to accomplish in each of their primary service journeys.

How? Adopt a Journey Approach.

“To your customers. You are the success of their journeys.”

Hank Brigman

Overview of my two-phase journey approach

The truth is that we aren’t going to get rid of silos – whether they are departments, responsibilities, teams or an individual.

My approach accepts this reality and follows logical phases to achieve the benefits of addressing the silo/journey conflict.

Improved Outcomes

Customers:

Quick and efficient journeys to accomplish their journey purpose – creating happier customers, improved conversions and less churn.

Employees:

Happier customers along with greater internal cooperation and efficiencies – creating happier employees, less churn.

Organization:

The customer and employee benefits above improve efficiencies, lower cost-to-serve and churn while improving conversions and loyalty – enhancing the bottom line.

An overview of each Phase and Step of the
Two-Phase Journey Approach Framework

Shifting Mindset & Actions

Phase 1, Step 1

Journey Approach to Journey “Names” & Metrics

Getting employees to “talk” differently has shown to impact how they think and what they do.

Employees become more customer-centric – improving outcomes and KPIs.

My Journey Approach 1st Step Workshop launches this impactful process.

 

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Phase 1, Step 2

Journey Approach to Channels/Apps/Digital

The Reduce Channel Shift Workshop helps the org see how to shift focus from tools (e.g. channels) to journeys.

An outcome is the beneficial shift from tool focused strategies (e.g. channel strategy or digital transformation) to customer focused service journey strategies by channel.

 

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Adding Journey Responsibilities & Accountability

Phase 2, Step 1

Journey Approach to Org Structure

Together we will design your custom journey model including its implementation plan and journey by journey rollout schedule.

Here we add responsibilities and accountability to language and tool improvements already in place.

 

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Phase 2, Step 2

Journey Approach to Mapping Journeys

Now, rather than ad hoc teams temporarily working on journeys, we have a permanent and accountable team measuring, analyzing, and improving journey touchpoints and processes on an ongoing basis.

Journeys aren’t static and as a result need a permanent team to maintain journey efficacy for both customers and the org.

 

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While there is logic is the sequence of the phases and steps, your organization doesn’t have to undertake each and doesn’t have to execute them in sequence. Together we will design your journey approach based on your organization’s situation and needs.

Phase 1: Shift Mindset & Actions

Step 1: Journey “Names” And Metrics

Identify And Rename Service Journeys, Define Journey Success Metrics

A first step that has shown to deliver significant benefits
The first step typically starts with identifying and renaming your customers’ primary journeys (see the example below). This step also typically includes establishing/expanding journey-based metrics.

The key is to rename primary journeys from the customers’ perspective. Chances are when those in the organization are talking about areas of the business the names or titles they use are based on what the business is doing.

Think “sales.” Customer do not engage your organization to be “sold” to. One org changed the “name” of their sales service journey from sales to Research, Shop, Renew.

The reason? Researching, shopping and renewing was what customers said they where doing – that was the stated purpose of their customers’ service journey.

When employees are talking about what they do rather than what the customer needs to accomplish, it is no wonder that shifting focus from internal activities to the customer is so challenging. It is this internal focus that helps maintain a silo and company-centric focus rather than building beneficial customer-centricity.

Case Study:

The Power Of A Simple Name Change

  • Related first call resolution
  • Related transactional Net Promotor Score

Additionally, there are those within the organization who believe this simple name change improved cash flow for this multi-billion-dollar organization.

Journey Approach 1st Step Workshop

My 1st Step Workshop provides:

An Additional Way To Measure CX

Tactical silo-based metrics such as page views or first call resolution along with customer relationship metrics like Net Promoter Score or CSAT have value. Adding metrics focused on the efficacy of customer journeys – measuring how well customers accomplish the purpose of their journeys – advances efforts to shift focus from silos to journeys.

And what could be more customer-centric than measuring what the customer is trying to accomplish?

Click here to request more information or to set a meeting to discuss how the Journey Approach 1st Step Workshop lays the foundation for:

  • Impacting culture – shifting internal thinking and actions to be more customer-centric
  • Identifying an additional and customer-centric way to measure CX and its ROI
  • Improving outcomes for customers, employees and your bottom line

Phase 1: Shift Mindset & Actions

Step 2: Channels, Apps And Digital

Channels are tools for customers to use. Typically, we don’t need tool strategies. If building a house, one doesn’t need a hammer strategy. The strategy is focused on the blueprint – what the build is to accomplish/its purpose.

A key goal is to help customers work in channels where they can completely accomplish the purpose of their service journey. If a customer is in a channel where they can’t accomplish their purpose, they churn out or shift channels. Data shows that either case is typically bad for customer satisfaction and bad for the organization’s bottom line.

A better way to address channels to improve CX and avoid channel shift

A key goal is to help customers work in channels where they can completely accomplish the purpose of their service journey. If a customer is in a channel where they can’t accomplish their purpose, they churn out or shift channels. Data shows that either case is typically bad for customer satisfaction and bad for the organization’s bottom line.

In the end, the need is to develop a service journey strategy by channel rather than a channel strategy.

Reduce Channel Shift Workshop.

Valuable output that clearly identifies which journeys can be totally completed within which channels. The output helps:

Click here to request more information or to set a meeting to discuss the Reduce Channel Shift Workshop and its Journey by Channel Matrix output.

Phase 2: Adding Journey Responsibilities & Accountability

Step 1: Org Structure

Design Your Organization’s Journey Model

Just as your departmental silo structure typically has:

Each primary customer service journey should also have a similar structure. While typically everyone in an organization is in a department, not everyone will be on a service journey team.

Prerequisite: Identify and rename primary customer journeys.

It is the structure, permanence and accountability of the journey model and its teams that delivers significant benefits.

Schedule a chat to discuss how designing and implementing a journey model:

Step 2: Continuous Improvement/Mapping Journeys

One of the first activities of the journey team is to map the current and future states of their journey. The resultant action plans and roadmap are key responsibilities of the team along with service journey’s metrics.

Permanent journey team

One reason the journey model works is that the journey team structure is permanent. Prior to implementing a journey model, most journey mapping efforts are ad hoc exercises. The assembled team maps and develops action items. The action items are assigned and team disbanded.

A challenge is that journeys aren’t static – journeys are forever evolving with additional options, channels, etc.. Having a permanent team enables your organization to ensure that the focus remains on helping customers achieve the purpose of their journey no matter the journey’s evolution.

Whatever the status of your mapping efforts, this journey approach will deliver significant benefits. Aren’t mapping yet, I can teach your organization to map.

Schedule a chat to discuss how a journey approach to continuous improvement/mapping journeys:

Foundational Services

Problems/opportunities to address

Problems/opportunities to address: There is an acknowledged need to change, improve or even transform. Questions that need to be actioned include:

Problem impacts

Without a mission and objective aligned CX strategy and plan, decisions and efforts are typically ad hoc and don’t efficiently optimize results.

Foundational solutions

Structured processes to efficiently provide deliverables foundational to the customer, employee and organization outcomes that optimize success in the journey economy.

Foundational CX Services On Which To Build Success

Structured processes to efficiently provide deliverables foundational to the customer, employee and organization outcomes that optimize success in the journey economy.

Develop Your CX Strategy

Tied to your organization’s Vision, Mission and Values, my CX Strategy Workshop generates a clear strategy to guide critical CX & org efforts.

Develop Your CX Plan

“How” to accomplish your CX Strategy including objectives and KPIs.

Develop Your CX Strategy

My CX Strategy Workshop develops a succinct strategy specific to your company that serves as your CX north star. Your strategy will be based on:

Structured workshops produce the outcome on which to base your CX Plan.

Develop Your CX Plan

Driven by your CX Strategy, your comprehensive CX Plan will guide and synchronize tactical efforts to optimize and quantify results.

Ask a question or schedule a chat to discuss how my foundational services help you build both short and long-term success.

Speaking And Coaching Services

Content and style to challenge, inspire and guide action that improves outcomes for customers, employees and the bottom line.

Speaking

Customized Keynotes

Thought-provoking and actionable content tied specifically to event theme and goals. Entertaining and highly-rated keynotes have delivered value to conferences and their attendees on five continents.

Practical Webinar Programs

Custom content geared to deliver value for the audience and to advance your and/or your sponsor’s objectives.

Content and style to inspire, guide and challenge

Engaging Podcast Guest

Experienced podcast guest to support the podcast’s theme and audience interests.

Productive Coaching

Helping CX professionals strategize, plan, execute and measure while avoiding hard to see pitfalls.

 

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An experienced presenter for keynotes, programs, podcasts and webinars, I have been called “dynamic and engaging.”

 

I tailor content to meet event and audience needs with a focus on how to improve outcomes for customers, employees and the bottom line.

Speaking, Workshops, Webinars, Podcast Guest

I will challenge and inspire with mission-critical topics and actionable solutions that can include:

Speaking OneSheet Download

Speaking Demo Video

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Speaking Demo Video

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Webinar Example

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Virtual Keynote with Whiteboard

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Webinar Example

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Ask a question or schedule a chat to discuss how I can help your event’s success.

Productive Coaching/Mentoring

My coaching/mentoring program starts with us working together to produce a “charter” for our work together. I have been told that working through the charter helps clarify goals and objectives not only for our work, but for your work as well. And isn’t that a goal – that you are more productive in defining and achieving relevant goals?

 

Additionally, one of my roles is to help you see and avoid threats that may exist practically and politically. Having worked both in-house and as a consultant in CX for over 20 years, my experience has proven invaluable in helping those I work with to stay on track and avoid pitfalls.