The Corporate Woman » touchpoints http://www.thecorporatewoman.org Why choose failure, when success is an option? Mon, 09 May 2011 21:50:30 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 Mapping your customer experience http://www.thecorporatewoman.org/2010/01/mapping-your-customer-experience/ http://www.thecorporatewoman.org/2010/01/mapping-your-customer-experience/#comments Thu, 21 Jan 2010 16:58:25 +0000 Tabitha http://www.thecorporatewoman.org/?p=155 Continue reading →]]> In discussing a customer touchpoint mapping project recently, I was asked this question, “Have you formulated your ROI for this project yet?”  Well, no… at the beginning stages of this type of project (touchpoint mapping, customer expectations capture, gap analysis) you simply don’t know what your ROI is going to be, mostly because you have no idea what problems you’ll identify.  All of the ROI glory goes to the projects that come out of a customer touchpoint mapping project. 

I think this is the reason why so many companies don’t make the effort to do it.  Because it’s hard to quantify up front.  Because some people have that little voice sing-songing “if it ain’t broke, don’t fix it”, never realizing that we might not think it is broken, but our customers might.

Having done these types of projects before, I know they can have tremendous positive impact (increase revenue, improve cusotmer loyalty, even attract more customers).  But the patience and willingness to invest (time, resources and money) for the currently unquantifiable gain, that’s hard to find.  What do you think holds companies back from doing these types of projects?

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