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DB Kay & Associates
Why Journey Map?
Seeing ourselves as others see us is a gift. And customer experience mapping (CEM) gives us all the power to do it! All it takes it stepping away from your desks for a while—and some empathetic imagination.
In the technology services business, our workdays are consumed with the things we do: closing cases, escalating, shipping replacement parts, improving knowledge and self-service, dispatching field staff, preparing for new product introductions…the list goes on and on. But it turns out, this isn’t what your customers are experiencing, at all.
You think of escalations; they think of getting handed off to another person whom they hope can help. You think about no-fault-found warranty return rates; your customers think you shipped them a broken and confusing product. You think about VSOE and entitlement management; your customer wonders why you can’t just “do the right thing.”
You’re not wrong, by the way, to think what you do.
But you need to be aware that the customer’s experience is really, really different from yours. Perhaps the biggest difference is that you’re looking at the aggregate—at rates, and averages—while they’re experiencing their own singular situation.
So what? Well, your short-term financials, and your performance objectives, probably hinge on your experience. But your long-term success, and that of your brand, depend on the aggregate (not average) of each customer experience.
Clearly, ignoring this isn’t an option. But, short of renting an RV to visit all your customers, it’s hard to find out how they experience you. That’s where customer experience mapping can help.
We all have the ability to harness the power within – to see ourselves as others see us. It’s a gift.
Post Date: April 24, 2014
David Kay is principal of DB Kay & Associates, a consultancy that provides thought-leading advice in knowledge management, self-service, and social support to the high-technology service and support market. DB Kay customers include IBM, Microsoft, Research In Motion, Tektronix, TI, Intuit, and Cisco. David is a frequent speaker at industry conferences and webinars. He was recognized as an Innovator by the Consortium of Service Innovation, and is a KCS Certified Trainer. DB Kay & Associates is a TSIA Consulting Alliance Partner.
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