Execs In The Know- A Global Network of Customer Experience Professionals

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Corporate Journey Mapping & The Importance of Internal Advocates

We all know the importance of a raving fan or brand ambassador. Those loyal followers that purchase your product or service time and again. They are willing to recommend you to others and share their experience with their friends. These individuals are pure gold to any business, but what about your internal advocates? Taking care of your own and growing a tribe from within will help to make your business a better place to work and help to spread your message organically through your employees.

Your employees, everyone from customer service representatives who may be the first point of contact, to individuals in HR or Finance, play integral roles in your business. They keep things running smoothly and ensure your customers have pleasant experiences. They can be happy and excited about their job and your brand – or the opposite – which could have a negative effect on other employees, your customers, and ultimately the success of your brand.

Corporate Journey Mapping

We’ve all heard of Customer Journey Mapping – tracking the journey or steps your customer takes to interact with your brand, make a purchase, submit an inquiry, etc. It’s often used as a means to discover what is working and where improvements can be made, to create a more convenient and pleasant customer experience. What not do the same thing internally in your organization and its various departments?

There are a number of areas you should examine to see if there is room for improvement. Start with taking a good hard look at your departments and try to understand the journey your employees have to take. Understanding department gaps can help you avoid disconnect, bottleneck, and save time and frustration for everyone involved. Next move on to the employee experience. Does everyone seem informed and on the same page? Do you have the proper training and technology? Are you creating a positive atmosphere, providing incentives, or providing encouragement and opportunity for growth? Do your employees seem happy and excited to come to work? This brainstorm session can help you identify what you currently have in place and where you’re falling short.

Here are a few main areas you might look to improve:

1) Culture & Transparency

It’s important, especially as your company grows, to try to maintain a consistent company culture across all sites or locations. You must first understand your company mission and values, and then be able to concisely communicate that to employees. Whether it be through a company document, video, or sit down meeting. Find a way for this education and on-boarding process to be fun and memorable. Continue reading