Video: How to Map the Customer Journey (and Why)
Learn more about conversational systems at the next SpeechTEK conference.
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.
Allstate Conversational Designer Katie Lower outlines working models for assessing the viability of a conversational interface with multiple teams within an organization in this clip from her presentation at SpeechTEK 2019.
Grand Studio Lead Designer Diana Deibel discusses the ethical implications of speech UIs and remaining cognizant of the inherent human elements of speech and conversation in this clip from her presentation at SpeechTEK 2019.
Grand Studio Lead Designer Diana Deibel discusses multiple approaches to making VUI design transparent--the Google vs. Alexa, system-initiated vs. user-initiated--in this clip from her presentation at SpeechTEK 2019.
Pindrop Director of Product Marketing Ben Cunningham discusses best practices for voice authentication in IVR design in this clip from his panel at SpeechTEK 2019.
Gridspace Co-Founder and Co-Head of Engineering Anthony Scodary demonstrates Grace, Gridspace's new automonous call center agent, in this clip from his keynote at SpeechTEK 2019.
Orion Labs Head of Product Ellen Juhlin and Voicea CMO Cory Treffiletti discuss persisting challenges in speech-to-text, AI identifying intent, user expectations, and more in enterprise speech tech applications in this clip from their panel at SpeechTEK 2019.
451 Research Senior Analyst Raul Castanon discusses new findings of a recent survey on speech technology adoption in the enterprise and how adoption of devices in the consumer space have impacted enterprise adoption in this clip from his panel at SpeechTEK 2019.
Grand Studio Lead Designer Diana Deibel discusses best practices for culturally inclusive access in voice UI design in this clip from her presentation at SpeechTEK 2019.
Gridspace Co-Founder and Co-Head of Engineering Anthony Scodary discusses the transactional nature of speech and how that understanding impacts effective, AI-driven call center analytics in this clip from his keynote at SpeechTEK 2019.
Conversational Technologies Principal Deborah Dahl lays out a plan for making more virtual assistants more effective in this clip from her keynote at SpeechTEK 2019.
Conversational Technologies Principal Deborah Dahl discusses the state of the art for the three pillars of conversational systems in this clip from her keynote at SpeechTEK 2019.
Conversational Technologies Principal Deborah Dahl explains how more targeted enterprise knowledge could make VAs more effective in organizations in this clip from her keynote at SpeechTEK 2019.
Nuance Communications' Roanne Levitt delineates the differences between text-dependent and text-independent biometrics and what the advent of text-independent means for IVR applications in this clip from SpeechTEK 2019.