One of the questions I’m asked the most about is how to create a CX map that drives growth. Here are the 6 steps that I tend to follow:

Step 1: Put together a diverse team

First, you'll want to put together a cross-functional team. This accomplishes several things like getting buy-in across your company, leveraging collective knowledge, and ensuring that the teams that will be impacted have a voice in the process.

Step 2: Collect data

Next, gather ALL the data. There are a million ways to gather data. Some of the more common tactics are surveys and interviews, support and sales calls, website analytics, and existing campaign statistics.

Step 3: Define your success milestones

Then, you'll want to develop success milestones. Many businesses use the basic marketing or sales funnel as a guideline here, focusing on milestones like awareness, research & consideration, purchase, and post-purchase.

Others might use define, compare, negotiate, and select as success milestones.

It all depends on what makes the most sense for your business.

Step 4: Identify your customer's needs

After that, it's time to dive deep into your customer's needs. If you use the Jobs-to-be-Done (JTBD) framework, which I recommend and use, you'll be looking for:

• Motivations: What do your customers want from you?

• Objections: What are the barriers keeping potential customers from coming to you?

• Outside Influences: Where do your customers look for justification for their decisions?

Step 5: Identify or define your KPIs

Once you have all that locked down, you'll want to identify the KPIs that will help you track your success for each of your success milestones.

Here, it's helpful to think of what happens at the beginning and at the end of each of your success milestones. Maybe this is signing up for a trial or using a specific feature for the first (for fifth) time.

Step 6: Test, iterate, optimize

Finally, you're ready to test, iterate, and optimize. Begin to use your CX map, track your new KPIs, and make note of the gaps that you're finding so you can make adjustments to your growth strategy and fix them.

That’s how I go about creating CX maps for my clients. Do you have any other questions? I'm here to ensure you’re well taken care of. Let's talk!