CX Strategy and Workshops
Helping companies become more customer-centric.

Struggling to take action on known CX Insights?

 
Customer Centric Solutions :: Knowing-Doing Gap

you’ve fallen into the knowing-doing gap.

 
 

Why you might be facing this challenge

FOUR REASONS FOR FALLING INTO THE
KNOWING-DOING GAP

Customer Centric Solutions: Talk vs. Action

Talk Vs. Action

This is the tendency within an organization to equate talking about something with actually doing something about it (taking action on a known insight).

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If you’ve ever been part of a conversation that sounds like this, “Didn’t we talk about that 6 months ago? Why hasn’t anything been done about it?”, you’ve experienced this underlying reason for not taking action on known customer pain points or unmet needs.

Customer Centric Solutions: Memory vs. Thinking

Memory Vs. Thinking

This barrier to taking action occurs in organizations when memory serves as a substitute for thinking (unable to apply what you've learned).

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I am sure that you’ve been part of a conversation sometime in your career, where someone says, “We tried that and it didn’t work.” End of story. A situation in which people are unable to build upon past attempts/failures to arrive at new and improved solutions.

Customer Centric Solutions: Fear vs. Knowledge

Fear Vs. Knowledge

This barrier occurs when "fear of failure" within an organization drives a form of paralysis with the organization (unwillingness to try something new)

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To encourage courageous behavior you need to drive out fear, be it fear of failure itself or fear of the consequences of getting it wrong. People need the opportunity to test out new ideas. To experiment, test, and learn. The freedom to make mistakes.

Customer Centric Solutions: Measurement vs. Judgement

Measurement Vs. Judgement

We all know that measurement affects what people do. What is measure is presumed to be most important to an organization.

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What is not measured tends to be ignored. Often times people and organizations fall into this trap of simply focusing on and doing what is measured (or incentivized) despite their better judgement as to what should be focused on or should be done in a given situation.

To take a deeper dive on the above barriers to taking action refer to the book The Knowing-Doing Gap: How Smart Companies Turn Knowledge into Action by authors Pfeffer and Sutton.
 

Ideal State Journey Mapping Sprint

OVERCOMING THE KNOWING-DOING GAP

A proven method to help you rebuild that lost momentum and align cross-functional teams on how to both tactically and strategically take action on opportunities to improve the overall customer experience.

We help you and your team focus on already identified customer pain points or unmet needs across the customer journey bringing together cross-functional teams to begin to envision the ideal state journey.

 

Pre-workshop

→ Define what success will look like (desired outcomes)

→ Select critical customer pain points or unmet needs as focal areas

→ Assemble cross-functional team

→ Schedule the workshop

→ Prepare current state journey framework

→ Perform initial CX Thoughtstarter research

Workshop

→ Present focal areas (problem statements)

→ Frame problems as challenge statements with desired customer experience outcomes

→ Seek inspiration for CX Improvements using Lightning Bolt demos

→ Construct initial solutions concepts leveraging Storyboarding Methods

→ Capture the Ideal State Journey (doing, thinking, feeling)

→ Share out initial Solution Concepts

Post-workshop

→ Consolidate ideas from workshop

→ Synthesis and frame-up each solution concept

→ Refine both current state and ideal state journeys

→ Create an inventory of potential CX improvement opportunities

→ Prioritize based upon customer desirability, technical feasibility, and business viability

 

SPRINT DURATION: 3 to 4 weeks

We've taken the Design Sprint process, created by Jake Knapp from Google Ventures, and simplified it so that it can be applied to solving for multiple pain points across the entire customer journey.

As an outcome of the Ideal State Journey Mapping Sprint you have an inventory of visually crafted solution concepts and storyboards to inform your CX Roadmap.

Benefits REALIZED FROM IDEAL STATE JOURNEY MAPPING SPRINT

Customer Centric Solutions: Benefits from Ideal State Journey Mapping

Achieve organizational alignment on the most important customer pain points or unmet needs to resolve.

Customer Centric Solutions: Benefits from Ideal State Journey Mapping

Learn how to use structured ideation methods to inspire creativity in improving customer experience.

Customer Centric Solutions: Benefits from Ideal State Journey Mapping

Create an inventory of both tactical and strategic ways to improve customer experience at different stages of the journey.

Customer Centric Solutions: Benefits from Ideal State Journey Mapping

Gather inspiration from brands across industries on how to deliver simple, effective and engaging customer experiences.

Customer Centric Solutions: Benefits from Ideal State Journey Mapping

Bring together cross-functional teams (business and technology) to collaborate and conceptualize new solution concepts.

Customer Centric Solutions: Benefits from Ideal State Journey Mapping

Envision the ideal state journey based upon new and improved signature moments throughout the journey.

Client Testimonials

what our clients have to say

 
Customer Centric Solutions: Canada Goose Testimonial
“We had found that for a lot of our customers the post-purchase experience, knowing how to pack it, store it, clean it was very important to them. The Ideal State Journey Mapping workshop helped us identify different ways to improve customer experience across pre-purchase, purchase, and post-purchase stages of journey.”
— Pat Louis, Senior Director of Customer Experience
Customer Centric Solutions: G Adventures Testimonial
“This was the first time we had performed an exercise like this bringing cross-functional teams together to envision the Ideal Customer Journey from dreaming about a small group adventure to researching and booking it to preparing for the trip to travelling with a small group to telling others about it afterwards.”
— Lyndon File, Director of Customer Experience
 

Want to learn about work we've done for other clients? Helping them envision what the ideal customer journey looks like and feels like.

 

According to a recent forrester report

Does this sound like your company?

Customer Centric Solutions: Current State Journey vs. Ideal State Journey

Yeah, that’s us. We’ve mapped out the customer journey and are well aware of customer pain points and unmet needs. However, for various reasons, we have been unable to take action on those insights. Our customers expect more from us and deserve better from us. We simply cannot afford to wait any longer and need to act now.

Schedule a quick chat to learn more about conducting an Ideal State Journey Mapping SPRINT

 

Case Studies

A couple of recent engagements

 
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Canada Goose

Canada Goose

Canada Goose makes performance luxury apparel, especially warm winter parkas. Founded in 1957, practicing uncompromised crasftmanship, it sells through its own retail stores, its website and luxury department stores around the globe.

Approach:

Conducted Ideal State Journey Mapping workshop to co-create new and engaging customer experiences pre-purchase, purchase, and post-purchase. Focal areas informed by previously conducted qualitative and quantitative research around the customer journey.

Result:

Created an inventory of both tactical and strategic ways to improve customer experience from new marketing campaigns, to new lifestyle/activity based shopping, to size/fit guides, to finding product in stores, to caring for it, to stream-lining the repair/replacement process. 

Talk With Us

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G Adventures

G Adventures

G Adventures is a small-group adventure travel company offering more than 700 different tours in more than 100 countries. It strong brand is built around 5 core values, one of which is “We LOVE change people’s lives”.

Approach:

Immediately upon completing a data-driven customer journey mapping study, pulled together a cross-functional team from brand, marketing, product, and customer support to create G-branded experiences for its travelers at each stage of the journey.

Result:

Created a CX Roadmap outlining ways to improve the traveler experience from dreaming about their first trip, to planning their second trip, to improving the booking experience, to preparing for travel, to engaging with their tour guide and fellow G adventurers during their trip.

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Ready to overcome the
knowing-doing gap?


Schedule a quick chat to learn more about how conducting an Ideal State Journey Mapping Sprint can help you rebuild lost momentum around your CX initiative.