Most businesses do not measure customer journey maps. Recently I was talking with senior operation team member of one of the large Mutual Funds. He was explaining to me how they have pioneered in SMS based investing.
I just asked ;
Whether investors need this kind of service? - (R) Dont know.
How many investors use mobile as a investment making instrument? (R) 1%
By doing this new innovation how much more investors would use mobile? (R) 1 to 2% more
After some dialogue I asked whether do you map customer journeys? He looked at me like as if he is asking me what is that ? and responded NO.
This is the biggest problem with every organisation. They are investing so much in technology where it is going to impact 2% of the customer base but have no clue about what really customer needs , what customer are thinking and feeling while dealing with the company? No one has clue of end to end customer journeys , no one is in charge of end to end customer experience.
Companies spend millions of dollars for BPR & IT projects but have no clue of customer service designs & customer experience they are creating.
I think it is a high time to REALLY focus on customers. Customer Focus must come out from mission statement & mere vocabulary to life.
Let this year be declared as a year of Customer Journey Mapping. It will end with huge customer insights & many eye openers.