In a recent article I wrote, The 4 B's of Buyer Experience Innovation, highlighted was the importance of buyer journey mapping as one of the critical "B's" to consider for Buyer Experience Innovation. The use of buyer experience journey mapping is one of the, although not the sole, important means by which an organization can attain a deep understanding of how and why customers buy. A profound understanding that, as Dan Henson highlighted back then, can lead to innovation in services, products, and relationships.
There are seven principles that are foundational to buyer experience journey mapping:
Qualitative Research Based
Presumption arrived at in a conference room can be detrimental. To uncover a detailed buyer experience journey mapping, an organization will need to invest in qualitative research that employs ethnographic and anthropological attributes. If not conducted, an organization will sell itself short, very short, in mapping the buyer experience journey.
1 to 1 vs. Generalization
Executives must now account for one of the key transformational changes in the B2B buyer world. That is, that no two buyer experience journey maps may look alike for certain industries and/or markets served. Basing strategies on one generalized view will limit effectiveness in creating buyer experiences that result in revenue growth.
Processes within Processes
Process mapping thinking is applied to not only the overall view but to that of the processes that exist in each important step of the journey. Of criticality is reaching an understanding of the buyer's processes that he or she must implement to meet corporate buying strategies and policies.
CEO's and executives will need to commit to the context of design for such an initiative. Buyer Experience Design is just that - a commitment to design thinking and to accept that redesign will be an outcome. Executives will need to lead in establishing that purposeful redesigning around buyer experience is intentional.
B2B is also B2P
While B2B is vastly different than B2C in many ways, it is still a business to people environment. Analysis in B2B is often devoid of the emotions, attitudes, perceptions, beliefs, and mental models that exists and play out prominently in the buyer experience journey. Uncovered in the buyer insight and buyer persona development stages of Buyer Experience Innovation, a portrayal of how they affect the buyer experience journey brings context to the entire mapping effort.
Throughout the buyer experience journey, there are a myriad of goals that serve as the platform for the journey. When referring to goal orientation, I do not refer to the goals of the seller. Buyers make choices that are goal-based and it is important to gain an understanding of the goal-based choices buyers make throughout the journey. Reiterating on the first principle mentioned this can only be attained through sound qualitative insight gathering.
Integrated Buyer Experiences
One key degree of separation from consumer journey mapping is that buyer jounreys usually represent a multiple set of buyer experiences throughout and most likely by different stakeholders. Buyer Experience Journey Mapping is purposeful in building in the multiple experience scenarios and providing an integrated view of buyer experiences.
VoIP makes a lot of sense for educational institutions—and it’s not just because of the substantial cost savings. Other benefits include increased efficiency and integration options. Emergency responsiveness can even be improved. more
The telemedicine revolution is finally happening. Experts have been discussing the potential for patients and healthcare providers to connect remotely for years, but the market is just now moving to adopt it—in a big way. Data suggests this market will grow over 14% annually through 2020! more
If improving customer experience is important to you (it should be), then 2017 may be a good year to reevaluate the software you use for your contact center. With customer preferences shifting, the importance of an efficient contact center has never been higher. You cannot afford to simply focus on keeping costs low. Significant competitive advantages are available to businesses who manage this area effectively. more
The status of technology within an organization is rapidly evolving—and so is the role of the CIO. With breakthrough capabilities enabled by new technologies, a growing shortage of available developers, and an increasingly tech-savvy business user, the role of IT—and the CIO in particular—is morphing into one of strategic advisor to the business and driver of innovation within the company. more