Designing Future-State Customer Journeys

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AleksandarNakic

Design a better customer experience at every point of contact.

"The customer experience is the next competitive battleground." – Jerry Gregoire, former SVP, Dell

Chances are, you care deeply about what your customers think about your organization, and you try to make their experience of dealing with you as good as it can be.

Perhaps you already track how your customers engage and interact with your organization, and you strive to improve those areas where their needs are not being met.

But while you fix mistakes and plug existing service gaps, are you looking ahead to how you can design and implement a completely new customer experience?

In this article, we look at how you can use future-state customer experience mapping to create a new vision of your customers' journey.

What Is Future-State Customer Experience Mapping?

Current-state customer experience mapping   (or journey mapping, as it's sometimes known) is valuable for helping organizations to understand and improve their existing customer experiences. In other words, you look at how your customers feel when they interact with you at different "touchpoints," such as online searches, telephone conversations, in-store experiences, help desk interactions, and product demonstrations.

Future-state mapping is a tool for reinventing these experiences and designing completely new ones that differentiate you from your competitors.

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