A customer experience ecosystem map is a visual technique that connects end-to-end customer processes to the ecosystem of employees, partners, capabilities, processes, technology, information and interfaces involved in delivering the experiences. Without these maps, companies regularly perform “blind-man-and-the elephant” exercises in which different silos of an organization see only parts of the customer’s experience related to their own jobs. A customer experience ecosystem map breaks down this tunnel vision to help systematically improve or re-design experiences to deliver value.
Customer experience ecosystem maps are evolved from service blueprints, which experience designers have used since at least the mid-80s. They essentially start with a customer journey map that depicts the experience a customer has in a scenario that describes the context and the outcome the customer seeks to achieve. But it doesn’t stop there. It continues to map the value stream responsible for delivering the experience.
Why bother with this exercise? Here are 8 reasons:
- Create empathy and a shared understanding of the customer experience.
- Improve communications and processes between front and back office.
- Focus employees and partners on strategic activities.
- Identify duplicated capabilities that create inconsistency and waste.
- Identify low-cost fixes.
- Make the business case for projects single departments couldn’t make.
- Prioritize funding for projects.
- Reframe metrics.
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