Customer Experience Process Flow Mapping
Posted By: Brandon Mezsaros - CIO
Regardless at what point in the Customer Experience lifecycle, process flow mapping is a critical strategy that should not be discounted nor overlooked. Resulting in a number of operative advantages, process flow mapping can be used to detail the various phases that a customer moves through during the CX lifecycle. The practice of process flow mapping is in fact a strategic analysis of business functions, highlighting specific operations performed and laid out in sequence. By focusing operational data through an information processing system, a process flow map will clarify how operations are currently being rolled out as well as how these functions may be improved upon.
Process flow mapping is responsible for identifying steps involved in a process or business operation. By outlining the steps and the sequential flow of a business function ensures that the required infrastructure needed to support the process is in place and equipped to manage the full process end to end.
As with all introspection, insights uncovered will highlight both strengths and weaknesses, affirming the things that are being done well, in addition to identifying opportunities where inadequate or unrefined systems need to be developed and improved upon to better support the business function.
By means of graphic representation, sequential steps in any one of the many CX processes lay down clear lines of the specified process. When shared throughout the business, even to those departments that are not directly involved in the process, supports group cohesion and clarity of what each team’s operational function is and what the customer expects of each process.
Process flow mapping can be put to task for any business function and given its organic ability to uncover redundant steps that may be responsible for causing obstacles and pain points in the customer experience makes for a particularly useful process in refining CX strategies as well as channel and touchpoint objectives.
Basic tips to harness the full command of Process Flow Mapping include;
- The delivery of an uncomplicated, consumable report.
- Content should be conveyed in a sequential format clearly depicting the chronological process.
- Functional areas responsible for each step should underpin the map.
- Where obstacles, pain points and action items are highlighted an addendum detailing how each will be put to task should be available.
- Where strengths have been identified and processes proficiently refined, share best practice with other process owners within the business.
In support of group learning and team cohesion, each map should be widely distributed and clarified across the business.