Customer journey mapping and customer experience management programs have become intertwined essential tools to drive business growth. A couple of months back, we teamed up with Suite CX’s CEO Valerie Peck, for a webinar to discuss how “dynamic” experience design is vital to improving customer experience.

We discussed how to make the experience journey dynamic, how to deal with digital transformation and different customer types and how to manage “outside-in” data through Alterna CX to keep the journey dynamic.

There is usually a gap between the hard work of customer experience professionals and getting the Voice of the Customer. Even though the data is seized, companies do not have a clear understanding of why it is all happening. Many companies only use a couple of VoC measurement tools. So, when upper management questions how it can directly affect the ROI and the steps taken for negative results they do not have a reliable solution.

What is Dynamic Journey Mapping?

What if companies could tie all of this hard work together and understand exactly where things are going right and where they are not? That is where mining the data and layering mining that data comes in. Through dynamic journey mapping and VoC measurement, companies are able to pile all the information together and understand what interactions are taking place on each moment of truth and understand pain points associated with the interactions and the relationship with that specific customer.

Above example of a living map allows you to understand the changes in customer behavior as well as different groups of customers with different expectations. What has actually shown success is documenting the front stage, which is the customer experience, with the backstage of what the company is doing. The dynamic map allows you to start seeing the differences in behavior and the differences in how you need to interact with your customers to understand both macro CX which is acquisition, retention, and growth as well as micro CX, communications and the user experience you provide.

Companies need first to understand the segmentation by the value of the customers. Meaning, how do they interact with the company on what channels they interact. How often they interact with the company which again is another flow. When well aggregated, that can give the company a great picture of who they should focus on, what they want to need and where companies might find them. So mapping each of these allows lots of different use cases to understand things like the most profitable spend and what might companies need to postpone.

Through a dynamic journey map, companies can start taking action and eliminate pain points as they go through the experience. It gives the ability not only to affect both VoC and NPS but to create a living map where companies can have continuous improvement monitored. In terms of customer growth and profitability having a living view vs. “wall art” allows the organization to understand what’s going on quickly and how taking action is improving.

Managing “outside-in” data to keeping the journey dynamic

So how can VoC program dynamically feed into this continuous discipline by bringing the outside in perspective for customers?

VoC program indeed automates a loop for continuous customer experience improvement. It begins with listening to the VoC across selected journeys and touch points. Surveys, open-ended text, voice, visuals are all possible sources for getting feedback from customers when they interact with the company.

AI-based machine learning models today make it possible to understand the topics and sentiments in verbatim and voice feedback. Root causes of dissatisfaction and their quantitative impact can now be reliably analyzed. These insights do not stay in silos anymore and are shared across the organization in multi-level, domain-specific dashboards.

Finally, when something goes wrong, automated tasks are triggered in real time to alert the related personnel for taking improvement action.

Through listening smart, acting in real-time, and sharing insight into the organization, a Voice of Customer Program dynamically supports the experience design and journey management discipline at three levels

a dad a mom and a daughter smiling
  • First, it enables real-time action to fix issues. Is there a smell in the store? Has the customer been misinformed? Did the delivery team arrive much later than the promised time? In all such cases across different industries, VoC program triggers corrective actions to fix the issues in real time, before they affect customer loyalty.
  • The second level is “design improvements.” It is good to fix individual cases one by one, but what if there is a systemic issue? What if a significant portion of your customers believe that they have been misinformed? What if the majority of your delivery teams arrive late? Then, the company may need to intervene and make changes in the journey design and processes. The VoC program this time provides in-depth insight on root causes of dissatisfaction as an invaluable input to the experience redesign process.
  • At the third level, there is the decision challenge on what CX investments to make. Typically, CX professionals face a myriad of customer experience issues to address. Some are minor, some are critical. Which ones are critical with the most impact on business results? To help address this strategic question, VoC program provides input on the business impact of specific CX improvements.

Below are examples for each level:  

  1. Fix It Now:  A banking customer talks about her dissatisfaction with the returns from her investment account. AI-based text analytics analyzes NPS score and customer feedback in real time for sentiment and topics. After identifying the customer’s dissatisfaction with her investment account due to low returns, an alert is routed for potential product churn. Proactive care unit contacts customer for retention.


Fix It Now

  • A banking customer talks about her dissatisfaction with the returns from her investment account. AI-based text analytics analyzes NPS score and customer feedback in real time for sentiment and topics. After identifying the customer’s dissatisfaction with her investment account due to low returns, an alert is routed for potential product churn. Proactive care unit contacts customer for retention.

Think Deeper: Onside-In

  • VoC program helps the gathering of deeper insight from customer feedback for a retailer. Instead of just asking “what were we missing” and providing options to select, the retailer lets the customer tell his story and as a result, has more insight to take action. The customer says, “there was not enough variety and the product quality was mediocre.” The retailer not only knows that the customer is dissatisfied with product quality but also knows about the insufficiency in product variety as perceived by the customer. By continuing the conversation as a dialogue, the retailer then asks “for which products, would you like to see more variety.” Now the retailer knows that the customer is specifically asking for variety in kitchen appliances. A dialogue like this one seems to be very normal between a customer and a seller. However, when there are tens of thousands, even millions of customers, it is impossible to have such conversations with each and every customer. That’s when AI based machine learning technology come into the picture to help you have these conversations for deeper insight from your customers to redesign their experiences.

Prioritize based on Impact

  • In a final example, a telecom operator faces the challenge to decide where to invest its limited budget and resources for CX improvements to get the most business impact. Through the VoC program, the Telco knows how much impact each of these areas has on key business KPI’s such as NPS and average revenue per user. They know that a 1% increase in satisfaction from data speed will likely increase NPS by 2.1%. On the other hand, a 1% decrease in satisfaction will likely drop NPS by 3.4%. It is now much easier to make an investment decision to increase data speed. 


Many companies do VoC/NPS and one ‘wall art journey’ and say they are done. Yet, a living journey perspective, continuously updated and informed by BOTH inside-out and outside-in data is needed. VoC brings in the outside-in perspective to dynamic customer journey management by:

  • Taking proactive actions for fixing issues before it is too late
  • Increasing insight breadth and quality for design improvements
  • Understanding the business impact of CX dimensions for strategic investments

To learn more about how “dynamic” experience is vital to improving customer experience, make sure to watch our on-demand webinar here.




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