Crafting a customer experience roadmap

How to create a realistic view of the journey your customers have with your brand, service, or product. Involves Marketing & Sales, Operations, Customer Service, Financing, and any other role dealing directly with customers.

Public Customer Service customersupport customerexperience customerjourney knowyourcustomer

by TheDrill

Define Scope & Goals

Start by defining your goal, objective, which should be aligned with your company’s mission, vision, and values. Next, define the scope of your customer journey map:

What is the product or service that you sell?

What is the goal of customer journey mapping, or what is it that you would like to achieve, improve? 

Define your ideal customer or buying persona, as described here, for example.

Do you have customer data? What's this?
― Yes

Drill down to the most common profiles and create their story.

Do you have customer data? What's this?
― No

 Research and build your ideal buying persona.

Segment your customers 

Define the customer touch points

Define the touch points (points of interaction of customers with your brand) and timing for each, what are the actions that you want your customers to take:

Presale - analyse your website, social media, catalogues etc, for the story of your brand to showcase appropriate: awareness of the service or product and consideration of your brand 

Sale - selection, purchase, payment options 

After sale - satisfaction, loyalty, advocacy 

Implement your CX roadmap

KYC (Know Your Customer): step into your customer’s shoes, to understand where room for improvement might be, what is malfunctioning and fix it.

Review the data available – analytics on renewals, refunds, complaints 

Gather the right team, starting with your ideal customer in mind.

Put together the right support team: from CEO, to Marketing, Operations, or HR 

Craft your ideal Customer support ideal agent, determine soft and hard skills 

Use analytics and forecasting from to determine how many staff your Customer Support team should have.

Set up the right tools: CRM, ERP, based on the channels available for customers to contact your organization.

If you haven't used a customer relationship management system before, here is a guide on how to select a CRM

Set up data and metrics for productivity, performance management, and quality assurance purposes.

Note that almost every Customer Relationship Management or CRM tool, such as Freshwork, Zendesk, Bitrix24 comes with its own metrics and reports capability.

Wait time 

Resolution rate 

Average handling time 

Estimated time of response 

CSAT or customer satisfaction score, measuring customers satisfaction with your organization, service, or product 

NPS or Net Promoter Score, measuring how likely are customers going to refer your business  

Validate your customer journey map with customers, using surveys to get feedback on your processes, ease of use, follow through.

Act on customer pain points, continuously.