Six guiding principles that will help you become an expert in mapping the customer journey across all your contact channels so that you can create a truly customer-centric contact centre.

1. SIX GUIDING PRINCIPALS
HOW TO BECOME AN
EXPERT IN MAPPING THE
CUSTOMER JOURNEY

2. Nine in ten contact centres do not have a clear picture
of the customer journey across all channels leading to
a disjointed experience for customers.
These six principles will help you to understand the
customer journey so that you can create a truly
customer-centric contact centre.

3. Principal One
THERE IS NO STANDARD
BLUEPRINT

4. While there is no right or wrong way to map
the customer journey, it must meet your
organisational needs.
You should:
• Think about what success looks like from
an internal and external point of view
• What outcome will make the customer
and business stakeholders happy?
• Identify what you can influence to
provide the optimal customer experience.

5. Principal Two
INCLUDE THE
VOICE OF THE AGENT

6. Tap into your agents’
knowledge. As your eyes
and ears on the ground,
agents quite often have a
unique insight into the
nuances of your customer
journey.
Agents can often identify
significant pain points you
may miss and they will
increasingly feel more
ownership if you use them
to shape the experience.

7. Principal Three
YOUR CUSTOMERS ARE
NOT ALL THE SAME

8. We’re all different, and so are your
customers. While you can’t understand
every customer as an individual,
creating rich personas that are
representative of key customer groups
will help you personalise the customer
experience.
• How old are they?
• Are they familiar with technology
• Are they from different socio-
economic backgrounds or cultures?

9. Principal Four
UNDERSTAND ALL POTENTIAL
CUSTOMER ROUTES

10. Keep in mind a potential customer
could have many possible routes
across a number of channels
simultaneously by the time they speak
to an agent in the contact centre.
Identify the potential needs of the
customer at any point in this process
and place those needs into the
customer journey to mould it around
them.

11. Principal Five
IDENTIFY PAIN POINTS

12. Regulations don’t make it easy. A classic
example of this is forcing customers to
provide their security details numerous
times within a single transaction.
Communicate with the customer and tell
them exactly why you need these details
to prevent it from becoming a recurring
inconvenience and help customers to
own the experience.

13. Principal Six
TEST, TEST AND TEST AGAIN

14. Make your journey map fit for
purpose. Outline and test stressful
scenarios and create measures to help
your agents, and in turn, the customer
journey - if an agent struggles to fulfil
the customer objectives, then the key
‘get help” elements of the experience
will fall flat.

15. Mapping the customer journey is just the first
step of many in creating a truly customer-
centric, multichannel contact centre.
The new EvaluAgent report based on a
survey of contact centre professionals
explores why so many are failing when it
comes to multichannel strategies, and
explains how you can deliver a truly joined-
up experience for your customers.
Read the full report at:
http://www.evaluagent.net/resources/multichannel-maze-report/