The pandemic highlights the importance of being relevant to audiences. Designing customer or visitor journeys can help with this. The Global Lead for the High-Tech Industry at Accenture suggests three steps to designing customer journeys:
1. Be customer-centric, not company-centric
This means designing journeys and experiences not as a path to purchase but as a path for the customer to fulfil their purpose. I know many cultural organisations have motivations to visit and sometimes the corresponding outcomes of a visit included in their visitor surveys – these could be useful for understanding your audiences’ purpose for the visit.
2. Create flexible journeys based on need-points, not touchpoints
Such journeys should not align to touchpoints according to what the organisation wants to happen, but to understand the need-points customers traverse in order to make decisions that achieve their desired outcomes.
3. Use Customer Performance Indicators (CPIs) rather than KPIs
Measure how well an organisation is performing for customers at each need-point and eventually, the better an organisation performs at CPIs, the better it will perform on outcomes important to the organisation (KPIs).