A Family Tree to Take Your Journey Maps from Macro to Micro

Posted On September 27, 2017
By Peter Haid

This blog is for CX professionals who 1) have multiple journey maps and 2) need a structure to connect them.

Remember that neighborhood kid who always got you in trouble? Or maybe you were that kid who stirred everything up. That kid, for me, was my neighbor Jason, and he was two years older than I was, which meant I wanted to do everything he did. Fireworks, tree houses, ramps, dirt bikes— you name it, I tried it, and I got in trouble. Jason’s parents gave him freedoms he wasn’t ready for, and my parents were shown that my freedoms needed to be more restricted. Jason didn’t understand my family structure, and I didn’t understand his. My family had a traditional, hierarchical structure where there is a clear head of the house with connected branches underneath, working together. His family was more organic, lacking a structure where it was unclear who was in charge. The path to freedom was different, and the hierarchies would never align.

Let’s move this analogy off the block and into the journey management: How much freedom did you give your journey maps? Do your maps connect to the head of the structure? Or are they lingering pieces and parts that sprawl out in different, unconnected directions?

Journey maps should absolutely live in context to one another with a center point, connecting them all. Why? Because customers value integrated and interchangeable experiences regardless of why they need you. The solution is to understand where you are currently mapping and what you can do to connect the other maps you’ve already done. Strativity Group is fantastic at putting structure to this. Here is the breakdown of how we help our clients understand this and organize their journey maps (often powered by Touchpoint Dashboard technology).

At the top of the hierarchy is a Macro journey, which can be thought of like a “Relationship” journey. Relationship journeys are big-picture, large, sweeping lifecycle stages that include all of the key interactions from Awareness all the way to Advocacy. Relationship journey maps are often the best way to engage the organization at large; they are strategic, and they tell the customer-perceived story that helps organizations break down silos. Touchpoints in the Relationship journey become the parent to many children.

This next “generation,” one layer underneath, are Micro journeys, which can be thought of like a “Transaction” journey. Transaction journeys go deeper into the specific intentions that customers have, such as “I want help for my issue.” Lifecycle stages are more targeted, like Discover to Restore. They are linked to a parent touchpoint in the Relationship journey. Thus, when you improve a transaction journey, you also improve the parent relationship. Touchpoints in the Transaction journey become the parent to children as well.

The children of the Transaction journey, and the bottom layer in this three-level hierarchy, consists of “Sub-Micro” journeys, which can be thought of like “Interaction” journeys. Interaction journeys are the detailed, send-receive interchanges that occur to fulfill a transaction journey much like using chat to communicate. Interaction journeys detail out the play-by-play of the request, channel, response, etc. There are often quick-win projects at this very detailed level, which can bring momentum into your journey management program.

Follow the Macro-to-Micro journey mapping chain that links from Relationship to Transaction to Interaction. You will likely start at the top and work your way down. Remember that, no matter where you start, if you improve the journey on which you’re working, it should relate back to something else: improving the related journey as well.

The image below an example of the Macro-to-Micro hierarchy. In this example, the relationship journey connects down into a transactional journey for support, which connects down to an interaction journey for communicating.

This structure of Relationship->Transaction->Interaction can be a solid and lasting solution for the hierarchy needed to keep you out of journey mapping trouble. Our clients are often somewhere in the middle with INTRA-connected touchpoints that jump up and down the hierarchy within the same journey map. When intra-connected the customer voice in the journey map jumps up and down from strategic to tactical. It’s noisy and confusing. The structure of Relationship->Transaction->Interaction keeps things INTER-connected, and the hierarchy structure brings calm to the noise of multiple maps.

Now you too can influence the overall relationship with your customers by managing a portfolio of journey maps that increase value and loyalty with your customers. We call that Journey Management, and we do it every day at Strativity leveraging the technology of Touchpoint Dashboard.