Ruby Approach to Customer Experience & Journey Mapping
We believe a clear framework and process are critical to actionable outputs. To begin with we create a hypothetical map with your business and then test this with customers. As part of the process, we are generally reluctant to ‘start from scratch’ in any customer experience and segmentation work we do. Instead, we would rather leverage any existing organisational data, beliefs or existing strategies that have been working effectively for the business, to see if we can use this as a basis to test hypotheses and improve the actionability and effectiveness of marketing efforts.
Our framework to research, understand and map customer journeys requires a fully immerse experience in the experiential journey via discussion, observation and incisive measurement. This often involves several complementary research methodologies to unearth the depth and breadth of customer experience.
The output of this immersion is the creation of multi-dimensional customer journey maps which may combine ethnographic, qualitative and quantitative data and can include secondary data sources as overlays. These maps are designed to highlight the relevance and role of different touch points in propelling, halting or redirecting the customer journey from beginning to end.
The mix of data that we include in our journey maps allows us to build different ‘scenario paths’ which people may take, via adaptive decision patterns. Examples are provided in the illustrated framework below.