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Updated: May 30, 2019

Yeah, yeah, I know what you're thinking.

"I work in {insert your job function here}, there's no way I'm responsible for customer experience."

You're wrong. Full stop.

Do you work in a business with customers? Yes. So, there it is. Regardless of whether or not it's in your job description, you have a role to play in delivering customer experience.

Don't believe me, let's quickly walk through a specific example using customer journey mapping.

Customer journey mapping is a powerful tool that, when used frequently and correctly, can help drive top line growth or bottom line savings.

What is a Customer Journey Map?

This process documents all of the interaction points a customer has with your brand or service. Let’s start with an easy example: 

A Friday night, not long ago, my husband and I decided to take in the newest comedy. It was opening weekend and we knew it would be busy so we planned to get there a little earlier than usual. Well, when we arrived, it was sold out. No big deal we thought, we’ll just grab tickets for another film. Only, all of the other movies had already started. So, there we were, along with at least 50 other people with money to spend, no movie to see, feeling disappointed and frustrated.

  Now with an example like this, the movie theatre could easily see how scheduling is a key piece of the customer experience, and that had they scheduled the movies differently they could have a) anticipated the popular nature of the new film and added additional showings or b) scheduled it to start before the other films to ensure that those folks who showed up to find it sold out had other options. 

Let’s look at how Scenario B would have driven more than 500K in additional revenue. 

I’m pretty conservative with my assumptions so, assuming of those 50 or so people I happened to see at the theatre that night, even just 50% of them decided to take in another film. With the average movie spend per couple being in the range of $50. That’s an additional $1,250. That might not sound like a lot of money, but multiply that by how many of the 160+ theatres across the country had the same problem happen that night, and you can see how that starts to add up. You’re looking at a loss of 100K in revenue in 1 night, from just the losses associated with that 1 showing. Compound that over the entire week and you can start to how that 1 little scheduling problem probably cost Cineplex a significant amount in lost revenue, and not to mention the damage to the customer experience.

  I love using examples like these to demonstrate that every function you have in your business impacts the customer experience. We all assume that only customer facing roles have a part to play in shaping the customer experience, and that simply is not true.

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