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    Stakeholder Interview Template

    Uploaded by

    wenli su
    The document provides an interview guide for stakeholders to understand their perspectives on mapping a specific customer journey. The interview guide includes questions about the interviewee's role and objectives, what is known about customers, where opportunities for improvement exist, and how success will be measured. The goal is to acquire insights that will help align teams around improving the customer experience and developing plans to optimize key moments in the customer journey.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Stakeholder Interview Template

    Uploaded by

    wenli su
    31 views2 pages
    The document provides an interview guide for stakeholders to understand their perspectives on mapping a specific customer journey. The interview guide includes questions about the interviewee's role and objectives, what is known about customers, where opportunities for improvement exist, and how success will be measured. The goal is to acquire insights that will help align teams around improving the customer experience and developing plans to optimize key moments in the customer journey.

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    The document provides an interview guide for stakeholders to understand their perspectives on mapping a specific customer journey. The interview guide includes questions about the interviewee's role and objectives, what is known about customers, where opportunities for improvement exist, and how success will be measured. The goal is to acquire insights that will help align teams around improving the customer experience and developing plans to optimize key moments in the customer journey.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    31 views2 pages

    Stakeholder Interview Template

    Uploaded by

    wenli su
    The document provides an interview guide for stakeholders to understand their perspectives on mapping a specific customer journey. The interview guide includes questions about the interviewee's role and objectives, what is known about customers, where opportunities for improvement exist, and how success will be measured. The goal is to acquire insights that will help align teams around improving the customer experience and developing plans to optimize key moments in the customer journey.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    How Hard Is It to Be Your Customer?

    Using Journey Mapping to Drive Customer-Focused Change


    BOOK TOOL
    Journey Mapping
    STAKEHOLDER INTERVIEW GUIDE

    Project Overview
    The purpose of this interview is to acquire an understanding of the key business goals for mapping the
    [INSERT YOUR SPECIFIC] journey. We will be talking with multiple employees to get a broader context
    of what is known today about customers and what is critical as we map out the experiences.

    In this interview, we start off by talking a little bit about your role, your professional objectives, and how
    this journey mapping project fits into those objectives. We will also discuss success criteria and potential
    challenges and barriers to accomplishing this work and improving the customer experience. This
    interview will take about 30 minutes. Do you have any questions before we begin?

    Business/Corporate Level
    1. What is your understanding of the customer journey mapping project? [Explain journey mapping +
    process as needed]

    2. Tell me a little bit about your role at [YOUR COMPANY].

    3. What are you trying to achieve this year?

    4. How might this project impact your success? [Or how might you use the journey map in your work
    going forward?]

    Target Customer Insights


    5. Is there anything in particular we need to know about the customers during their [INSERT
    SPECIFIC] experience? [Include three tiers: strategic, mid-market, enterprise]

    6. What are customers getting out of selecting [YOUR COMPANY]?

    7. Anything changing in the industry / trends you’re seeing?

    8. What do you think [YOUR COMPANY] is doing well in terms of satisfying customers during their
    post-launch support experience?

    9. What could [YOUR COMPANY] do better to meet customer needs?

    10. How do you know whether customers are having a positive or negative experience during the
    [INSERT YOUR SPECIFIC] journey? Are there measurements that you rely on?

    2019 Heart of the Customer 1


    11. Where do you see the biggest opportunities for improvement
    today? Do you see any unmet customer needs?

    12. Are you aware of any obstacles, internal or external, which may get in the way of an improved
    customer experience?
    a. Are there any “sacred cows” - things that cannot change? What should we be aware of, for
    example, parts or functions of the organization that are exempt from change or questioning?
    13. How will you know this project has been successful?
    a. What do you need to see in the short term or next six months?
    b. How about the long term, next 3 years?

    Wrap Up
    14. Anything else you think would be important to know to help make this project a success?

    15. Is there something I missed that you wanted to cover?

    Thank you for your time today!

    Project Overview (if needed)


    [INSERT OVERVIEW OF PROJECT]

    The goal of this project is to:


     [Insert]

    The success of this initiative will be judged by:


     [Insert]

    Journey Mapping Explanation (if needed)


    As a foundational customer experience tool, journey mapping aligns teams around a clear vision of
    customer needs.
    • Mapping the end-to-end customer journey allows your team(s) to align on the current customer
    experience and focus on improving the high-value moments of truth for customers.
    • Outcomes include action plans to optimize the customer journey including the creation of
    customer-focused key performance indicators to measure ongoing engagement with customers.

    2019 Heart of the Customer 2

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