Customer Experience Hierarchy

Other Current State documentation ignores whether you use customer centric language. In contrast, The Customer Experience Hierarchy “meets your customers where they are.” You must inventory your customers’ current experiences, written in language that your customer uses. The objective of the Customer Experience (CX) Hierarchy is to bring your existing customer interactions into maturity by converting these assets into a customer-centric form.

As you inventory these experiences, some are high level, some are detailed. Form a hierarchy so that the experiences relate to each other as parents and children. Your customer might consume experiences sequentially; your customer might bundle some experiences that you offer. Your CX Hierarchy should reflect both.

In your CX Hierarchy, convey scope, boundaries, and modularity to make it easy for customers to understand 1) how you help them and 2) what fraction of your capabilities do they want to purchase. Customers need to see your organization at the right altitude and focus.

In the best-case scenario, your CX Hierarchy contains your customers’ bold and aspirational language. Just like you aim to make your customer the hero of their journey, they are doing the same thing for their customers.

Upstream Assets: Current State Process Flows

Downstream Assets: Use Case Inventory