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Video: How to Map the Customer Journey (and Why)

Learn more about conversational systems at the next SpeechTEK conference.

Watch Katie Lower's complete presentation from SpeechTEK 2019, C106. With One Voice: Unifying Conversational Interfaces, in the SpeechTEK Video Portal.

Read the complete transcript of this clip:

Katie Lower: Another process and artifact that we found worthy of sharing between conversational projects is a customer journey map. We take it kind of as a given within our larger organizations that processes and process maps and system diagrams, these things all exist as a way to define kind of the processes and technologies within an organization.

I like think of a customer journey map as a way to say, "What's going on with the people part of that equation? What's going on for the customers who are engaging with these processes?" And, just reading off the definition here. "A customer journey map is a visualization of the process that a customer goes through in order to accomplish a goal. It takes into account not only their actions, so what they're doing, but also their mindset, what they're thinking, and what they're feeling."

We know we want to be able to share this so that we kind of create empathy between and across project teams for the current state experience. It also helps us think beyond a touchpoint. So just like process maps, customer journey maps can really fly at different levels. You can think of mapping the customer experience in terms of 15-minute increments or you could think of mapping it in terms of 15-second increments. And when Michael started on his project, on designing this for Chad, we had a customer journey map, but if I'm being honest, it really wasn't that good. It didn't get down into the level of detail that we needed in order to feel that empathy for what the customer was doing in those self-service moments.

So Michael brought together a team of people, a really cross-functional group of folks. It was the reps in the call center, it was the people on his product team, dev leads, product owners, also reps in the call center, to more clearly and in more detail map out what the journey is. And so this'll be a little bit easier to read if you access the slides later, I apologize for that. But it gave him a really clear idea of how the chatbot could actually provide value. And that is to help in this last little bit of things where people are trying over and over again in our self-service channels to try to log in. The block to come in and sort of like recognize that something is going on in that space and help them before they needed to reach out to us and provide help.

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