One of the key benefits of having a persona system is that it helps us identify with our customers, one persona at a time. In a traditional setting where there are multiple personas per department, we must continuously refer to the personas of each department to understand what's going on in the "brains" of the company. This can be tedious and time-consuming, not to mention that it can also be confusing to our customers if we are referring to one persona when in reality they are in multiple personas.
On theother hand, when we apply customer journey intelligence, we no longer need to refer to one persona but a cross-functional team of people that work together as a single entity. Each individual in a cross-functional team has their own specialty, each has their own skills and their own skill sets. They all play animportant role in the running of the business. But when operating as a team, everyone understands how to communicate within the organization in a common language and is more aware of the various needs of the organization as a whole. It is easier for us to understand each other's needs, concerns andgoals.
This same principle is applied when we use a customer journey map (sometimes called a CJM). A customer journey map gives the CIO and his or her team members a clear understanding of what is going on within the organization. A cross-functional team of people can better discuss and resolve problems within the company. A customer journey map is clearly labelled with critical milestones, objectives, deliverables, and tasks for each individual or group of people in a cross-functional team.
So how do we use a Customer journey map program to help create an organizational chart? First, a business owner needs to identify how much information is available publicly available information resources. Next, he or she needs to determine the kind of information needed most by his or her team. Finally, he or sheneeds to determine which information is critical to the success of thebusiness.
The steps in this process are not hard to follow. We usually create a customer journey map using a visual tool such as dashboard software. However, if you prefer not to use technology, you can create your own journey map using a very simple template or layout. You just need to add points, labels, and other necessary elements to the basic layout. Your map will look like a folder with tabs that represent functional departments and individual touchpoints for each department.
