In my previous post, I made the case that the simple click of a button can turn someone’s experience of your company from ordinary to awesome. With the advent of digital, ways of marketing, selling, servicing clients and collaborating as staff have changed forever. I likened this phenomenon to the ‘Insane Button’ on the dashboard of one of Tesla’s latest cars, which takes the experience of the vehicle to a whole new level. Your first challenge, then, is to review your customers’ current experience, for clues as to where digital can take that experience to another level.
In a nutshell, get the right people in the room, and map out your customer’s current experience journey. Then stand back and ask the question, “Where do we put the Insane Button?” Follow the same process for your prospect, employee, and partners’ experience journeys. Usually, just taking the time to map out a customer or other stakeholder’s journey is enough to cast light on a number of areas that need improvement, and reveal some gems to add to the experience, before your even consider digital. Don’t skip this and jump to digital possibilities too quickly! Once this is done, it’s time to ask: “In what ways, big or small, humble or game changing, can technology make this experience journey better?”
It’s useful to have a digital-savvy outsider (who isn’t tied to a particular technology vendor) in the room during this part of the exercise. I’m not saying that as a marketing pitch, but because often the technical people in your company are invested in the technology status quo. Because they carry authority in technology conversations, they can shut down valuable avenues of possibility. An experienced digital outsider also carried awareness of how other industries are digitally transforming, and may help in spotting cross-industry opportunities.
Practically speaking, I suggest keeping these sessions simple, interactive and fun. The important thing is to make the exercise visual for participants, so stick large sheets of paper on a wall, and have plenty of sticky notes and markers on hand. Map out space to address these questions:
- What are the various stages of their journey?
- What are all current touchpoints in each stage?
- What are they doing, seeing, thinking and feeling at each stage?
- How, practically, do customers engage with each touchpoint?
Then stand back and ask… In what ways could digital technology enhance, or transform, their total experience?
Have fun. Next, you’ll need to get senior leadership approval, so we’ll talk about making your vision of the new customer experience visual.