Hearts then Charts

HEARTS THEN CHARTS
This challenges the orthodoxy of templated solutions. We’re accustomed to the idea that
the product pages on our websites need to be uniform. We assume a uniform level of
service on the sales floor. When we begin to view needs as highly differentiated and distinct,
assumptions are challenged in exciting ways.
To ask these questions — and imagine the possibilities they create — is to begin to take
that journey with the customer. When we can build regular use of these phases through
the organization, we set the stage for adopting more formal tools. Artefacts like customer
journeys and experience maps can be extraordinarily powerful in the hands of an organization
that not only knows its customers, but can put itself in their shoes.
Building an ongoing practice: The phases of your customer experience are unlikely to
change often. With that in mind, focus on refining rather than adding to them.
At your scheduled monthly check-ins, focus on collecting feedback on a handful of
simple questions:
• Are the words we’ve chosen to describe these phases memorable and accurate?
• Do our colleagues understand the phases we outlined?
• Are they using them? If not, what are the obstacles to getting this to happen?
• Is it clear to people where each of these phases begins and ends? If not,
how can we add clarity?
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