How Customer Journey Mapping Improves the Customer Experience
Updated:
September 15, 2017
|
3
min read

How Customer Journey Mapping Improves the Customer Experience

We’re excited about our upcoming Technology Services World conference this fall in Las Vegas. This year’s theme is the Art and Science of the Customer Journey, and within my area of research, customer success, many attendees will realize this theme is definitely in our wheelhouse.

As part of the customer journey, we usually see two bigger phases of customer success maturity. The first is when we observe a group of professionals working across a company on projects and initiatives that improve the customer’s experience, which we refer to as the “thematic” view of customer success. The second is an organization that has one or more of three common charters of customer success: adoption, retention, and expansion. Regardless of maturity of your customer success and customer experience initiatives, being able to improve your customer’s experience should be a top priority for these teams.

Customer Journey Mapping for Customer Experience

In our own research, we found that mapping the customer journey was one of four key practices of successful organizations that have the highest renewal and expansion rates. When we see this practice implemented properly, these organizations have more insight into what is important to the customer, allowing them to prioritize technology or process improvements that yield the most impact directly to the customer.

To back this up with data, when we analyzed the top quartile performers in our Customer Success Baseline Study, 100% of those in that segment had executed a customer journey map. Their renewal rates were 10 percent higher and their expansion rates were 26 percent higher. However, we caution Customer Success organizations to think openly about the customer interactions with your technology, services, and other important touchpoints within your company. Removing bias and not having a predisposition to what you think is best for the customer are keys to unlocking critical moments of truth that will ensure technology promises are kept and customer business outcomes are achieved.

Customer Engagement from Both the Supplier and Customer Perspective

The best way to illustrate this point is to use two well-established TSIA frameworks. The first is LAER (Land, Adopt, Expand, and Renew), which is the supplier’s view of the customer engagement model. The second is PIMO (Plan, Implement, Monitor, and Optimize).

tsia laer pimo
From the supplier perspective is the LAER Customer Engagement Model, consisting of four steps: Land, Adopt, Expand, and Renew. From the customer perspective is the PIMO Plan, which outlines the steps they must take if they're to achieve their desired outcomes with your technology.

This represents the customer’s view of their engagement with the supplier and its technology. It is very possible that your company has adapted some version of these two frameworks, which is appropriate.

One pitfall we see is companies representing the ideal customer experience without understanding the importance of the various touchpoints and how that impacts customers business outcomes. They illustrate an “example” customer journey, but sometimes can’t answer the difficult questions about impact, importance and experience. When we inevitably ask why, the response is because the employees of the technology supplier created the workflow, chart, or process without directly engaging with the customer. It’s the single biggest mistake I see when Customer Success teams state that they have completed a customer journey mapping exercise. While TSIA highly recommends a predictable and repeatable engagement model for your customers, the first move is to truly understand the customer’s journey prior to instilling these prescriptive plays.

Editor's Note: This blog was update 12/20/2018 to reflect new information

Smart Tip: Embrace Data-Driven Decision Making

Making smart, informed decisions is more crucial than ever. Leveraging TSIA’s in-depth insights and data-driven frameworks can help you navigate industry shifts confidently. Remember, in a world driven by artificial intelligence and digital transformation, the key to sustained success lies in making strategic decisions informed by reliable data, ensuring your role as a leader in your industry.

Copied to clipboard!

We think you’ll also like this

No items found.
Harnessing AI for Business Transformation: Attend TSIA World INTERACT 2025

Harnessing AI for Business Transformation: Attend TSIA World INTERACT 2025

Join TSIA World 2025 from April 29 - May 1 in Orlando to explore AI-driven business transformation. Gain insights from industry leaders, participate in hands-on learning, and network with top technology professionals.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
TSIA
Technology & Services Industry Association
The State of Professional Services 2025

The State of Professional Services 2025

Discover the key trends, challenges, and opportunities shaping professional services in 2025. Learn how shifting business models, AI adoption, and financial strategies transform the industry.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
Bo DiMuccio
Distinguished Vice President of Professional Services Research and Advisory
 The State of Customer Growth and Renewal 2025

The State of Customer Growth and Renewal 2025

The technology and services industry is shifting from growth at all costs to focusing on profitability. Discover how AI transforms revenue operations, why traditional renewal metrics are insufficient, and how companies optimize customer growth and retention in 2025. Learn key strategies for sustainable success.
This is some text inside of a div block.
This is some text inside of a div block.
This is some text inside of a div block.
Marc Troyan
Senior Director of Growth and Renewal Research