Customer Journey Maps Must Come Before Transactional Customer Feedback


Transactional customer feedback is a very effective way of improving business performance. With it you can diagnose problems and processes that are driving customers away and reinforce the drivers of customer loyalty in the business.

But how do you decide which transactions should be included? If you start the design of your customer feedback process top down with a Customer Journey Map, you will make better design decisions.

What is a Customer Journey Map?

Customer Journey Maps document the interactions that customers have with your business before, during and after their relationship with you.

With so many practitioners using them, there are many different forms of customer journey maps; none of them right or wrong, just used in different ways.

Some are circular, some include the Awareness phase of the marketing cycle, and others include estimates of the customer’s emotional state at each point in the process. All however, attempt to understand and document the customer’s experience with the organisation.

My preferred approach is to map out the trackable elements of the customer experience and include some internal processes. This allows clients to easily apply the customer journey map information to the design of the transactional customer feedback data collection process.


As you can see above, we split the map into two sections: Customer initiated and Company initiated. We also include some internal processes that the client does not see so that they can be picked up in the next stage.

Why Use Customer Journey in Customer Feedback?

One of the key benefits of transactional customer feedback is gathering information around each of the key touchpoints in the business. If done in a consistent manner you can then apply Pareto analysis to the feedback on each touchpoint to determine where to invest your time for maximum benefit.

Merging Journey Maps and Customer Feedback

In complex businesses you should not attempt to translate the entire touchpoint map into active transactional customer feedback data collection on day one. This is simply because some data will be harder to access than others. You are better off prioritising your data collection to focus on the more important, easy to collect data first and then build out to the complete map over time.

If you try to start with 100% coverage of your customer journey map you may never get the process up and running. At the very least you will delay the launch beyond when you could be acting to improve the customer experience.

When you have constructed your journey map you should analyse it to prioritise touchpoint data collection using the following four factors:

1. What Data Do We Have Access to Today?

First determine what data is actually being collected in a usable manner. For each touchpoint identify which system (manual or automated) records the customer’s transition across that Touchpoint. Then determine if you can extract that data in a useful way.

Examples of a transition across a touch point include:

  1. Account manager switches the prospect status to “sold” or “lost” in the CRM system. This is relatively easy to extract.
  2. Shipping system issues a consignment note. This would also be a very easy transaction to capture.
  3. Contact centre representative leaves a text note in the customer record about a call from a customer. This would be very difficult to extract and use because it is a free format text.

You can see that even though the organisation might record the transition across the touchpoint the data might not be easy to use. Focus initially on data that is easy to extract and use.

2. Which are the High Value Interactions or Moments of Truth

In any customer journey there will be more important touchpoints (e.g. customer places order) and less important touchpoints (e.g. customer downloads user manual).

Try to focus initially on the higher value touchpoints for your business. This may be difficult to determine empirically because you will have no initial data but use the knowledge and skills in your organisation to make an educated guess.

3. Identify the High Volume Transactions

Initially you should also look for high volume transactions. In a transactional customer feedback environment this will provide more reliable data more quickly and allow you to act sooner.

Also, improvements in high volume transactions will often have a larger combined impact on the overall business than changes in low volume transactions.

4. Capture High Value Customer Segments

Focusing on important or large customer segments is like focusing on the high volume transactions. It will naturally focus you on the important parts of the business.

Update the Customer Journey Map with Targeted Touchpoints

At the end of this process you should have a customer journey map that shows the prioritised data feeds that you want to drive into your customer feedback process.

Now the task is relatively straight forward. Simply work with your data analytics or IT team to methodically get each data feed up and piped into your transactional customer feedback system.

They don’t all have to be completed on day one. Just lay out a plan to bring them all into line at some point.

Using the customer journey map to plan out your transactional customer feedback execution ensures that you start collecting the right data about the right touch points in the right order. That will help you to drive the maximum impact from the continuous improvement process.

It’s Finally Here: Customer Feedback for Small Business

RunOurSurvey - Small Business Customer Feedback

RunOurSurvey - Small Business Customer FeedbackWe have been helping our clients to collect and use customer feedback for more than 12 years. We have worked hard to help organisations to better understand and act on feedback from their customers. And, in that time, we’ve seen some really rewarding successes.

But for us there was one big problem: what we did was never really accessible to small businesses.

As a boutique consultancy ourselves this really bothered us. Through a combination of cost, time needed and the process; the work we have done just has not been available to small businesses.

So we decided to change that.

Today we are launching RunOurSurvey – A site and support system dedicated to helping small business to collect and use customer feedback.

The site’s mantra is simple: Customer Feedback:

  • At a small business price;
  • In a way that small businesses can use effectively without becoming customer feedback or statistics experts

Please head over and have a look as we have some great content and tools ready to go:

We are really excited to be part of the solution not the problem here.

As I say please go ahead and have a look. Then let me know what you think – we are keen to help build a useful and accessible support system for small businesses.

Practical Statistics: How to Test if Your Customer Feedback Score Really Changed [Excel]


DoctorIn customer feedback we often run the same survey to different sets of respondents and we are very interested in identifying whether the responses are different between different groups. Typically those groups are either different sub-segments (male vs female customers) or different time periods (last quarter vs this quarter).

However, too often the different/not-different determination is done overly simplistically using a simple average of the feedback scores. If the sample average is different then we assume the group average is different. If it’s the same we assume the group average is the same. [Read more...]

The Only Statistical Analyses You Need to Use On Customer Feedback Data


bigstock-Single-red-apple-floating-abov-38968036Statistical analysis is a big, complex and fascinating area of study. Okay, okay maybe it’s not fascinating for everyone and I can already hear a few yawns at the back of the room. But the good news is that if you are analyzing customer survey feedback there are just a few key tools that you need to master.

Get those sorted and you’ll be way ahead of your peers and really understand what your feedback is telling you.

So let’s step through some of the big statistical topics needed in customer feedback analysis.

[Read more...]

Writing the Perfect Customer Feedback Survey Invitation


bigstock-Vintage-Typewriter-41977552You already have a great survey invite subject line and now you need to follow that up with an email body that drives people to start the survey.

The invite doesn’t have to be long and complex, in fact it should be short and to the point but to be most effective it must include some key information.

At all times remember the goal of the invite: to persuade the respondent to provide their feedback on your organisation. That’s it. Nothing more. Don’t add words into the invite that do not directly help you achieve that goal. [Read more...]

Here are the Most Effective Customer Feedback Survey Incentives

close up of man hands holding gift box

close up of man hands holding gift boxSitting with management at the final review for your customer survey questionnaire someone is going to ask about the incentive for survey completions. It’s a good question but what is the right answer?

Here are the most effective customer feedback survey incentives and when you should use them for maximum ROI.

[Read more...]

Email Subject Lines that Drive Customer Feedback Survey Responses


bigstock-delete-button-18380024Before a customer can complete your meticulously developed customer feedback survey, they need to open the email invitation. You have precious few seconds to prevent their finger jabbing at the delete key and your subject line is your first defence. So make it a good one.

There is lots research into what drives higher general email open rates and we can leverage this to make sure that we can maximize the open rates of our client surveys. So let’s take a look.

[Read more...]

The Best Practice Net Promoter Roll-Out Process


Okay so you know what you need to implement but how do you get there? When I talk to most new clients they want to start with Listen. Let’s send some surveys they say.

However, best practice is to hold off on that and start by deciding how you’re going to use the information.

Here are five steps to the roll-out process:

[Read more...]

[Webinar] Using 5 Whys Root Cause Analysis on Customer Feedback


5 Whys is one of the most commonly used quality system tools. It is a simple and methodical way to identify the root cause of an issue.

When applied to Customer Feedback you can convert “interesting feedback” in to root causes and actions plans to drive improvement in your customer experience.

In this 30 minute webinar, we’ll teach you how to use this high value Customer Feedback tool:

  • Defining The 5 Whys Approach – What exactly is The 5 Whys Approach?
  • Customer Feedback Application – How to apply The 5 Whys Approach for Customer Feedback with practical examples.
  • Is it really for me? – When should you use The 5 Whys Approach?

[Read more...]

The 6 Critical Success Factors to Customer Feedback Success

do-net-promoters-tell-us-anythingThere are six key requirements for successfully implementing Customer Feedback or Net Promoter that you need to keep in mind as you launch the process.

Senior Management Buy-In

Firstly you must have buy-in from senior management. Getting a Net Promoter program up and running takes cultural change across the organisation. It also takes internal (staff) resources, budget and the commitment to follow through on delivery.

If you do not have support from senior management (up to and including the business manager or CEO) then you will struggle to succeed beyond adding a question or two to your customer survey.

If they are not already on-board you will probably need some business value based case studies to show what is possible. Lots of links between NPS and business value have been made but the case studies can be difficult to find.

However, we have collected a range of real world statistics from different industries for just this purpose. So if you need ammunition check out this post of Net Promoter Case Studies and Success Stories.

[Read more...]