CX Mapping Analysis

Part
01
of two
Part
01

CX Mapping (2)

The services offered by Prophet are End-to-End Experience Strategy, Touchpoint Design, Service Design, and Product Creation. The company has Altimeter as a tool for CX mapping. Another company, Vivaldi, values adapting to changing times in CX mapping because they consider it a crime to conduct journey mapping the same way it was done 10 years ago.

CX Mapping

A. Prophet

  • Prophet is a consulting firm that is digitally-powered and creatively-inspired to help its clients unlock growth.
  • The company offers customer experience mapping as a service as explained from their website -"By bridging the gap between brand and customer experience, we’re helping organizations unlock growth in the face of disruption."
  • The services the company offer are End-to-End Experience Strategy, Touchpoint Design, Service Design, and Product Creation.

1. Services Offered

The services the company offers are as follows.
  • End-to-End Experience Strategy — Prophet's experience work is focused on people who include users and business operators tasked with maintaining and improving the business. The company shares the belief that "real-world feedback from users and operators will always produce more successful and differentiated outcomes than “best practice” strategies alone."
  • Touchpoint Design — Brand touchpoints inform a brand's experience as it occurs anytime a customer interacts with the brand. The great touchpoint design offered by Prophet aims to create a bridge from strategy to real-world brand experiences that drive impression, behavior, and emotion.
  • Service Design — As businesses are becoming more service and experience-led, "customers are learning that they can get what they want, when they want, and how they want." Prophet emphasizes that it's not just about having the right technology in place but about meeting and exceeding the expectations of consumers, and this is dependent on offering excellent customer service and support through proper service design.
  • Product Creation — The company believes that brands can be the drivers of growth and business transformation and thus affecting the entire organization. "A modern approach that is purpose-driven, experience-based, and powered by digital" is necessary for achieving these results.

2. Tools for CX Mapping

  • Altimeter — This is a research-based tool provided by Prophet and is used in assessing the current digital maturity and ideal future state maturity of a company for the purposes of identifying major gaps and opportunities. "Altimeter meets with key stakeholders and sponsors to explore the “state of digital transformation” within the organization and compares it to the state of other organizations. "

3. How they Approach CX Mapping

What's Important to Them

  • Prophet emphasizes that despite many companies focusing on technology-driven optimization, technology alone doesn’t get them where they need to go. "What’s more critical is enabling change in areas like brand, customer experience, sales and marketing and in unlocking the unique capabilities of your organization. "
  • The company's combination of deep customer insights and pragmatic business acumen enables them to provide unique solutions. That insight, coupled with bold, digitally-powered strategic execution enables the company to get its clients the right ideas that are well expressed, better designed, properly deployed and better experienced. This is how the company helps its clients achieve uncommon growth.

What They Say About the Process

  • Lead with the Customer: Companies should start by fine-tuning their segmentation to get more insights about customers, identify their needs and motivations of customers with the highest value.
  • Connect to Business Impact: Companies should make sure all analytics and data process is empowered and managed such that the results can tie to business impact.
  • "Drive Data-Backed Decisions: pointed the insights gained through analytics toward specific business leaders and their KPIs to drive better/more informed decisions."

What They Feel is Important When CX Mapping

4. Map Example

  • An example of CX mapping by Prophet in a health care setting is available on the attached google docs document.

B. Vivaldi Group

1. Services Offered

  • Creative Strategy —"Vivaldi is a strategy firm with a spark of intuition, a passion for different ways of thinking and a knack for creating impact through the unexpected." The company is eager to create something with its clients.
  • Design and customer experience — the team of digital strategists, customer experience designers, and technologists at Vivaldi create disruptive innovations, engaging brand experiences, distinctive identities that drive deeper connections between the company's clients and their audiences.
  • Digital Innovation — Vivaldi's digital innovation strategy is aimed at delivering "more than incremental growth through products or services."
  • Brand Experiences — The company helps their "clients create lasting brand value by blending our deep understanding of consumer and customer needs with rigorous market analysis."
  • Analytics — The data analytics team at Vivaldi "extracts insights and intelligence from data by asking the right questions, applying the right tools, and spotlighting actionable findings."

2. Tools for CX Mapping

3. How they Approach CX Mapping

What's Important to Them

  • Adapting to changing times — Because of the increasing sophistication of marketing, Vivaldi considers it a crime to conduct journey mapping the same way it was done 10 years ago.

What They Say About the Process

What They Feel is Important When CX Mapping

Before embarking on CX mapping, one needs to:

4. Map Example

  • An example of CX mapping by Vivaldi is available on this link.


Part
02
of two
Part
02

CX Mapping (1)

Interbrand and Lippincott are two companies that focus primarily on brand design and development, working with some of the largest and most recognizable global brands. Interbrand X has developed a customer experience tool that includes journey mapping. At the current time, customer journey mapping does not play a significant role in their businesses.

Interbrand

Iconic Moves- Service

  • This service involves working with a brand to alter the competitive landscape while captivating the customers' attention and experience. By shifting customers' expectations, a brand can create a monopoly situation for a short time. This drives internal change, resulting in improved business results. Customer Journey mapping forms a small part of this process.

Experience Design — Service

  • Brand design is more than just aesthetics. The service uses a range of different tools to maximize brand recognition and identity. This includes various techniques focusing on growth. Humanizing the brand is important in development. Customer experience and journey mapping are part of that process. It is unclear how these concepts are used in this process. No examples were available.

Interbrand X — The New Customer Experience and Mapping Tool

  • Launched on 17 July 2019, in response to demands for more disruptive ways to connect brand activation and customer demands, Interbrand X is the new customer experience innovation service from Interbrand. It recognizes that engaging customer experiences are crucial to brand growth and often the key differentiator in brand growth.
  • A rapidly growing QSR brand looking to identify its future audience and optimize customer experiences, a personal care brand developing a disruptive positioning strategy, and a global food and beverage company articulating their mission, vision, and implications for decision-making are the first three clients of new integrated customer experience innovator.
  • The areas Interbrand X will practice in are dynamic segmentation, customer journey mapping, experience innovation, as well as immersive and interactive creative solutions for clients. The service has not yet been added to Interbrands website, and no other details have been made available at the current time.

Approach to Customer Mapping

  • Interbrands' focus is predominantly on brand design, development, and growth. The customer experience and journey mapping are part of that process. The new Interbrand X tool will focus specifically on that niche. Until Interbrand X is fully operational, the approach to customer experience will be secondary to brand design

Lippincott

  • Lippincott is a creative consultancy. They specialize in brands and innovation.
  • There are four aspects to their business. Strategy focuses on brand positioning and messaging. Although experience focuses on the end to end journey, it is from the internal perspective of the brand. The focus of design is the vision and verbal brand design. The user experience is relevant to interactions with the brand, but the focus is brand-orientated. The interaction service is the positioning of the brand.
  • None of the services explicitly deal with customer experience. There was nothing to indicate customer journey mapping plays any role in the services Lippincott provides.

Research Strategy

Initially, we reviewed precompiled information on the websites of the two companies. There was nothing on either of the websites that indicated customer journey mapping played a significant role in the process of either company. It was mentioned only in passing. The websites were buzzword heavy and relied on aspirational statements, which made it hard to fully understand their operations. There were no illustrations around customer journey mapping on either website. There was a comprehensive article on the Lippincott website, but it discussed the concept generally. It was not specific to Lippincott.

Given the websites were not conclusive about customer experience mapping, we reviewed media articles and press releases. We managed to locate a press release and several media stories that were directly relevant. Interbrand X is a tool that has been developed specifically for the customer experience aspect of a brand. The tool is not yet in operation, but the promotional material indicates consumer journey mapping will be part of this new service. No other information was available. This was the only mention in relation to either company. No illustrations of customer journey maps were found.

Next, we reviewed a range of industry publications, promotional material, industry reviews, and expert opinion articles. Often these sources have key information about the major players in a particular industry. There was a substantial amount of information relating to the brand design and development aspects of the companies. Customer experience was mentioned in passing. There were no illustrations of customer journey maps found.

To be completely satisfied that there were no customer journey mapping examples available, we reviewed several databases containing business illustrations. We located no relevant images on Shutterstock or Pezel.

Given the outcome of our research, we have concluded that Lippincott does not currently offer customer journey mapping. Interbrand X has developed a new tool dealing specifically with the concept. The only material available is promotional and general. While reviewing various case studies on Interbrand's website, we located two references to customer experience, as part of two key brand development services. We have provided a brief overview of both. We have also provided an overview of the new customer experience service based on the promotional documentation.
Sources
Sources

From Part 01
Quotes
  • "Prophet is a digitally-powered, creatively-inspired consulting firm."
Quotes
  • "By bridging the gap between brand and customer experience, we’re helping organizations unlock growth in the face of disruption."
Quotes
  • "One of the immediate areas of opportunity to close this divide lies in customer service and support."
  • " In an era of customer-centered apps like Uber, DoorDash and PostMates, customers are learning that they can get what they want, when they want and how they want."
Quotes
  • "We believe that real-world feedback from users and operators will always produce more successful and differentiated outcomes than “best practice” strategies alone."
Quotes
  • "We provide the bridge from strategy to real world brand experiences that drive impression, emotion and behavior. "
Quotes
  • "Brands can be levers of growth, and drivers of business transformation impacting an entire organization. Achieving these results requires a modern approach that is purpose-driven, experience-based and powered by digital."
Quotes
  • "Altimeter meets with key stakeholders and sponsors to explore the “state of digital transformation” within the organization and compares it to the state of other organizations. "
Quotes
  • "That insight, coupled with bold, digitally-powered strategic execution gets our clients to the right ideas that are better expressed, better designed, better deployed and better experienced. "
  • "What’s more critical is enabling change in areas like brand, customer experience, sales and marketing and in unlocking the unique capabilities of your organization."
Quotes
  • "Drive Data-Backed Decisions: pointed the insights gained through analytics toward specific business leaders and their KPIs to drive better/more informed decisions"
  • "Knowing where to start, and how to measure progress might just help some get started on this crucial transformational journey."
Quotes
  • "Vivaldi is a strategy firm with a spark of intuition, a passion for different ways of thinking and a knack for creating impact through the unexpected. We can't wait to create something with you. "
Quotes
  • "We help our clients create lasting brand value by blending our deep understanding of consumer and customer needs with rigorous market analysis."
Quotes
  • "https://vivaldigroup.com/en/abouts/vivaldi-expertise-data-analytics/"
Quotes
  • "The linear journey map is dead. "
  • "Focus on jobs to be done – maximize utility in customer journey mapping ."
  • ""