There is a lot of excitement around Customer Journey Maps (CJM) - rightly so. It helps us understand the emotional journey and the resulting experience that a customer or prospect goes through as they interface with a company.
But when it comes to defining a CX (customer experience) or transformation strategy, we will need both Customer Journey Map and Business Process Mapping (BPM). Think icebergs - CJM is the tip, what the customer sees and feels. What lies below are the processes & technology that define and support that experience. To understand those processes we need BPMs.
Watch this video as I compare CJM to BPM:
1. How they are similar
2. Each mapping technique and its goals
3. What makes them different
4. How they work together
5. Why we need both of them
Let me know how you are using CJM; where you may have concerns or have seen great success.
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Thank you and see you next week.
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