Gartner Customer Journey Mapping

Question 1

Identify the stages in Gartner’s Customer Journey Map.

Answer 1

For each step:
- What is xxx doing? (Steps)
- What is xxx expecting?
- What is xxx thinking? Questions?
- What is xxx feeling?
- With which touchpoints is xxx interacting?

Question 2

Identify and explain the 2 methods to improve CX.

Answer 2

• Work backwards approach: Start with an ideal state, then a current state and figure out how to close the gap between the two
• Work forwards approach: Use Gartner’s 5 CJM Diagnostics to brainstorm immediate fixes, solution improvements and experience innovations

Question 3

What are the differences between immediate fixes, solution, improvements and experience innovations?

Answer 3

• Immediate fixes take the shortest amount of time to implement and is the most cost-effective.
• Solution improvements take more time and more money
• Experience innovations take the most time and money but can potentially result in the largest benefit.

Question 4

Identify the 5 diagnostics in the work forward method.

Answer 4

• Customer Effort
• Pain Points / Emotional Lows
• Customer Questions
• Wait Times
• Errors

Question 5

Explain on stage vs. backstage.

Answer 5

• Onstage: What the customer is experiencing
• Backstage: Organisation people and processes that make the onstage experience a reality.