a customer experience strategy journey based on canvas by shane goldberg
what is it
a journey based on the customer experience strategy methodology is a tool focused on monitoring the entire interaction cycle between the company and its customer. through it, it is possible to identify the needs of your target audience before, during and after the purchase of the product or service offered, as well as to map the company’s actions in order to better meet these demands.
who invented
the canvas we used as base on the customer experience strategy journey was published in 2015 by shane goldberg.
why to use
a strategic transformation journey based on customer experience strategy aims to improve the customer experience. helps marketing and sales teams to personalize the relationship with the consumer, increasing their level of satisfaction, which consequently builds their loyalty, transforming them into an indirect marketing agent through their positive testimonials among friends or on social networks.
when to use
the journey is indicated when you want to strengthen the customer’s relationship with the company, thus adding value to your product or service and making it more competitive in the market. by identifying flaws and optimizing interactions with its consumer, meeting or even exceeding their needs and expectations, the company turns a successful consumer experience into commercial success.
how to use
the strategic transformation journey based on customer experience strategy has eight points of divergence that must be applied with the team to define each of the topics proposed by shane goldberg in his original canvas. for each topic of the original methodology, we put together a divergence kit on strateegia.digital with questions to help the team collaboratively define the necessary decisions for the project.
the steps
the blocks of the original canvas of shane goldberg were converted into a divergence kit, generating the eight kits in the list below:
- the customer
- the culture
- the models
- the goals
- the actions
- the channels
- the metrics
- the traction