Customer Scenario Mapping & Experience Design
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Three Mistakes that Make Customer Co-Design a Waste of Time and Money
Don’t Bother If You Aren’t Going to Take Advantage of Your Customers’ Input
by Ronni MarshakNot every customer co-design initiative nets improved customer relationships and financial gains. Avoid these costly errors to reap the rewards you and your customers want. -
How Customers Want to Find and Purchase Your Products/Services
Identifying and Measuring the Key Moments of Truth in "Select & Buy" Customer Scenario® Patterns
by Ronni MarshakEach customer’s context is different, but there are patterns to what they care about in common scenarios. Measure how well you meet these customer priorities to ensure success. -
The History of Customer Scenario Design
Co-Designed and Evolved with Customers
by Ronni MarshakHear the story of how we co-designed our Customer Scenario Mapping methodology with our lead customers. -
Secret to Successful Customer Engagements
Beware of These Four Things that Will Doom Your Customer-Centric Initiatives
by Patricia SeyboldIf you want to involve customers in co-designing products, services, and/or customer-impacting business processes, you should know about, and avoid, these four common pitfalls. -
Creating Customer-Centric Websites
Ensure that Your Customers Can Easily Accomplish What They Came to Do
by Ronni MarshakYour web site should clearly demonstrate that you understand what it is that your customers are trying to do—their key scenarios—as they relate to your products and services. Are you putting your customers’ scenarios front and center? And are you allowing them to progress through their scenarios without any detours or obstacles? -
Co-Designing Health & Care with a Community
How a Prospective Provider in Boothbay Maine Is Gathering Customer Requirements
by Patricia SeyboldBoothbay Region Health Care is a start up non-profit chartered to provide primary healthcare for the residents and visitors in their region. They’re in the strategic planning stage of their project. Customer co-design is part of their planning process. -
Customer Journey Mapping
How to Ensure that Your Customer Experience Journey Map Reflects Your Customers’ Scenarios
by Patricia SeyboldHere’s how to create a Customer Experience Journey Map. Map the ideal experience for key customer segments. Identify the customers’ Moments of Truth in each Customer Scenario. Combine these as the backbone of your end-to-end customer journey. -
Why the Healthcare.gov Insurance Exchange Bombed
Policy Makers Insisted on a Customer-Unfriendly Workflow
by Patricia SeyboldThe long-awaited U.S. government Federal health insurance exchange, healthcare.gov, went live on October 1, 2013 and quickly proved impossible to use. Would-be customers were subjected to long delays. Here’s why. -
Customer Co-Design and Customer Scenario Mapping
A Philosophy for Customer-Centric Organizations and a Method for Instilling It
by Ronni MarshakCustomer-centric organizations should deliver on their mission by co-designing with customers. And the best method for realizing this goal is to work together to map out your customers’ important scenarios. -
Turn Customer Co-Design Insights into Action
How to Gain Momentum by Turning Customer Scenarios into Operational Scorecards, Recommendations, and Action Items
by Patricia Seybold, Ronni MarshakAfter your get your marching orders from customers during a co-design session, how do you trigger action? And Operational Debrief. Learn how to conduct one and how it overcomes organizational obstacles. -
Assigning Emotions to Moments of Truth
Enhancing Customer Scenario® Mapping by Capturing Feelings
by Ronni MarshakCapturing how customers might feel depending on how well you help them achieve their goals can enhance a line of site from customer priorities through your bottom-line opportunities based on how they are feeling while doing business with you. -
The Emotional Rollercoaster within Customer Scenarios
Most Customer Scenarios Bring Out Mixed Customer Emotions; Are You Prepared to Respond to Them?
by Ronni MarshakWhat emotions are customers feeling as they get things done? How can you anticipate and respond to customers’ negative emotions? -
Getting at Customers’ Moments of Truth
The New CSM Guidebook: Part 6: Identifying and Measuring Moments of Truth
by Ronni MarshakUnderstanding your customers’ scenarios and the potential showstoppers to customer success should be part of your customer experience strategy. Learn how we identify these “Moments of Truth” as a part of Customer Co-Design. -
Setting Expectations for Customer Co-Design and Other Customer-Facing Engagements
The New CSM Guidebook: Part 4: Setting Expectations
by Ronni MarshakNo matter how well prepared you are for your customer-facing events, you won’t be completely successful if the expectations of participants haven’t been clearly set. Here are tips for setting the expectations of customers, partners, and internal stakeholders. -
Tips for Email Communications for Customer-Facing Engagements
The New CSM Guidebook: Part 3: Communicating with Customers
by Ronni MarshakWhen planning customer-facing engagements, the relationship begins long before the customers show up to the session. Here are guidelines for writing effective communications that surround a customer co-design event. -
How to Innovate Business Models
Should You Create a Business Model Innovation Factory?
by Patricia SeyboldSaul Kaplan’s book, The Business Model Innovation, clarifies why so many internal innovation projects fail: they challenge existing business models. -
Handling the Logistics of a Customer Scenario® Mapping Session
The New CSM Guidebook: Part 2: Logistics Check List
by Ronni MarshakPreparing a customer-facing engagement can be a logistics nightmare. Here is a checklist of the details required to run a successful Customer Scenario® Mapping session, which is a superset of all the logistics required for a great customer engagement. -
How to Plan for a Customer Scenario® Mapping Session
The New CSM Guidebook: Part 1: The Eight Pre-Session Planning Activities
by Ronni MarshakTo get the most out of Customer Scenario® Mapping sessions, you need to plan carefully. Here, we provide an overview of the eight steps you’ll want to take before each event to ensure that your customer co-design sessions are successful and impactful! -
Getting the Most Out of Customer Visits
How to Observe and Capture How Key Business Personas Make Decisions
by Ronni MarshakThere are valuable insights to gain when visiting customers and observing how people do their jobs. Here are some tips and techniques on how best to approach and maximize the value of visiting and studying customers. -
Build Community Around "My Stuff"
How Will Online Communities and Social Networks Evolve?
by Patricia SeyboldOnline customer support communities and social networks need to be integrated into the tools that customers use to manage their stuff.
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