Andrew Slot, GM Consulting at Forethought, partners with brands to provide consumer insight that delivers to client management the confidence to act decisively on marketing investment and action on brand, advertising and customer experience programs. At Forethought, his industry specialisation has been in the services sector including retail where he collaborated with major Australian and international brands across retail, QSR, aviation, media and telecommunications.
Journey Maps are a visual means of detailing the customers’ experience with an organisation, traditionally developed through qualitative and observational methods. It depicts the steps a customer goes through when looking to achieve a goal with that organisation identifying behaviours, expectations and pain points which will affect their likelihood to return to that brand. The Journey Map should provide management with an unbiased customer view, removing decision-making reliance on management beliefs, conventional ‘wisdom’ or hypothesis alone. Yet not all pathways, and not all pain points are created equal, so….without statistical rigor to rank and prioritise areas of focus for management, qualitative maps are a blunt tool. The solution is…maths and stats. We will examine an approach to journey maps that inspires via images, provides certainty using quantitative methods to statistically validate the inferred hierarchy of importance of each touch or pain point, to drive better outcomes through aligned management action.