Customer Experience Journey Map of Christmas
In This Issue
Hey, everyone! Thanks for all the great ideas in our session last week. I've pulled everything together in the attached Journey Map for discussion at our next meeting. As you review this, please keep in mind that we want every child to have a uniquely Merry Christmas, so this map represents just one possible journey. As we refine this we'll be adding more details, some branch points, and creating some alternative maps to represent how children of different backgrounds and cultures might experience Christmas.
The next step of the process is to identify areas where we need to gather more customer feedback and define touchpoints which need improvement. Some of this will come out of the refinement process, and some of it will require new data. For example, what is the effect on the overall Christmas experience if the shopping mall Santa smells funny? This could be a challenging area to address, since we have so many independent contractors working as Helpers globally. An open question is how to properly incentivize them to fully embody the Christmas Spirit.
From my notes, here are some areas we need to discuss:
- There's obviously a lot of emotional variability in the children as they go through the Christmas experience. It was suggested at our last meeting that we may want to aim for a steadier increase in excitement, rather than the extreme highs and lows in the current experience. Others suggested that this variability is actually desirable, and that it helps build the excitement, and aids the long-term emotional development of the child ("builds character," I think someone said). Maybe this is an area where we need to do some A/B testing?
- I think we all agreed that it's important to take into account the effect of other holidays and events leading up to Christmas, and this is reflected in the journey map. Even though these other events aren't strictly about Christmas, they do set the context for the Christmas experience. It's undecided, though, how much we should try to coordinate with the other holidays. As you know, Halloween is really unpredictable and hard to work with even when we have the same goals--they just don't have their act together. And Thanksgiving still won't return our calls. They're as aloof as ever, even as our commercialism seems to be gaining ground.
So everyone come with your ideas! We're still hoping to present our learnings to the Council of Elves in time for 2014 planning.
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