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The Journey Mapping Playbook: A Practical Guide to Preparing, Facilitating and Unlocking the Value of Customer Journey Mapping by Jerry Angrave (view source)
Revision as of 11:18, 29 November 2020
, 11:18, 29 November 2020no edit summary
The strength of the playbook is that it engages your attention from the very first page. Jerry Angrave tells the story of a top-25 accountancy firm who claim to put 'customer experience at the heart of everything we do'. The only problem with this is that a senior partner was not prepared to ask the customer about their experience unless they could bill the client for the time taken! ''Cash is king'', he said. What he failed to appreciate was that more money could be made if they paid more attention to what the customer actually wanted.
Have you ever looked at the result of a customer survey and thought 'WOW, a 90% approval rating' and thought that this is a company that I'd like to do business with? After you've read the playbook you might be rather more sceptical: in the example quoted the customer survey had only measured for feedback those customers who had received the good goods and had not complained or returned anything. A separate analysis, measuring all customers' responses found a satisfaction rating in the mid-sixties. This isn't a ''bad'' rating, but the 90% rating was not a true reflection of how the customers felt.
One of the great strengths of the playbook is the storytelling. Angrave has a multitude of anecdotes about customer experience. They're vivid and make for great, easy reading whilst still delivering the point in a very accessible way. You'll find 'lightbulb' tips in the margins on most pages and they're gold dust. There are illustrations on most pages, but they're not space fillers: the demonstrate the points being made and add clarity.