Customer journey

1. Keep it simple. For any organisation, it's daunting enough to sit down and try to plan your first customer journey without prior experience. At the same time, you need to be open and honest. If you want to benefit from the process, you need to be prepared to look at both the good and the bad of the existing customer experience.

2. Don't be afraid to ask for help. If you have people on your team who have been through this process, you will get to your goal much faster.

3. Let's look at the three E's. How engaged are our customers? How effective are our actions? And finally, how effective is our path for the customer to reach their goal? (engaged, effective,efficient)

4. Remove unnecessary steps. Identify existing and potential pain points and build on successful interactions that deliver real customer experience and business value.

5. Stop channel friction. One of the most common outcomes we see in customer journey mapping exercises is channel friction. Competition across important moments causes pain points for customers and is the cause of many poor customer experiences. A good customer journey must be seamless across all channels and deliver a consistent message. Given the explosive growth of channels and the different preferences of customer groups, it is critical to avoid friction at all costs.

6.Balance is key. Are we placing too much emphasis on one step or stage of the journey? Do we seem to be trying to force the customer or rush the decision? Balance the journey so that customers define the experience as "fast and efficient" rather than "rushed or forced". This is key to measuring the effectiveness of the journey map you put in place.

Follow these steps and you will have a successful customer journey mapping project.