Step 1. Customer level AS ISBegin by discovering your existing reality. Look at the customer level and add to what you already know about your customers. Use
Focusing Questions to understand the world of your customers — start by discovering what goes on in the customer’s mind, look at their thoughts, feelings, emotions, expectations and needs. Then move to the visible and describe who your customers are, how they behave, and how they interact with you as a company. Customer Journey Map could be a great source of insights for this part of the Strategic Map.
Step 2. Company level AS ISGo down one line on the Strategic Map and add to what you already know about the company. Start with the company’s culture and the relationships it has developed with its customers — ask yourself if customers value the relationship with the company, think about the unspoken rules of interaction between the company and its customers. Again, use the
Focusing Questions as a source of inspiration. Look at the relationship that customers can see and feel, and then look deeper — how do employees relate to customers when no one is listening? How do employees interact and treat each other?
Also look at the visible part and consider what tools, channels, and methods the company uses to interact with customers — the ones a customer can see — such as a website, mobile application, or contact center IVR — and the tools, technologies, and business processes that are hidden from the customer — such as internal scripts or a mobile application back-end. Look at all the processes the company uses to communicate and interact with customers and maintain that system, including KPIs, CX management system, organizational structure, and customer service standards.
Step 3. Employee level AS IS.Now look at the employee level. Think about how the people in the company are feeling. Are they motivated, engaged and inspired, or tired, bored or disengaged? What are their thoughts, feelings, and emotions? Move on to describing who your people are and how they behave — how do they serve customers, what do they say/do to customers?
Focusing Questions will help you here as well.