Conduct a half-day session with the key internal stakeholders across a number of teams to define business and user goals and pinpoint what you want to learn, what you’re hoping to uncover, where you want to drive focus, and how you plan to quantify and validate insights uncovered. Step 1: Define your goals, scope, and personas Once that’s done, it’s time to get to work. Plus, it’s important stakeholders surveyed throughout feel comfortable expressing their true and honest opinions in a confidential and removed setting. Research done solely in-house can be blanketed by unconscious bias, thus muddling results and growth opportunities. Typically speaking, customer experience mapping should be co-created with an external party. Then, you must allocate one person or team to see the exercise through to completion. Your goal is to understand your brand’s latent needs and to uncover opportunities that exist due to changing market dynamics, customer expectations and technology breakthroughs. To get started, you must first acknowledge that every touch point is interconnected and feeds into a customer’s perspective and sentiment towards your brand as a whole. Lots of companies try to solve or map everything, when in reality – sure, you need to challenge your data and ensure you have a complete view – but you also have to prioritize as you go. Come up for air and focus on the biggest areas of opportunities for improvement.
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