Example Reflection – Mind Mapping

Challenge  Customer feedback comes from a growing number of channels: in-person, phone, email, surveys, focus  group, social media, … and the organisation developed channels to manage it.   However, employees also receive other “unsolicited feedback” from friends, neighbors, storekeeper, …  on their customer experience (great/poor, past/present, own experience/others experience). This “voice-

of-the-customer” is not collected nor managed.   The challenge is to generate ideas and solutions to manage effectively this unsolicited feedback in the  future as an additional opportunity to create organizational value by improving employee engagement,  customer experience and brand image.     Selection  I selected the Mind-mapping tool to analyze the current situation and support the idea generation. The  objective of the mind mapping session is to identify patterns and themes, share a common  understanding of the current reality (structure, classify ideas) and brainstorm to support creative  design at the next step of the project. At the heart of the map is the customer feedback and all around  the connections to other emotions.    Application  To prepare the session we proposed all employees to share with us the “unsolicited feedback”. The  number of answers provided sufficient data to analyze the current situation summarized in the form of  10 employee experiences.  We invited 10 participants from different business areas (HR, IT, Sales, Marketing, Finance,  Communication, Change Management) to review them.  Individually, each of them selected the key insights on experience issues/opportunities (attitudes,  behaviors), impact on business results focusing on employee and customer needs and emotion (moment  that matters), tools used. One idea is reported on one post-it note (attitude in yellow, behavior in orange,  experience in blue and business results in green).  In group they then clustered their insight and looked for connections between the clusters: attitudes  drive behaviors, behaviors drive experiences that can also influence attitudes, all of this having an impact  on business results.  They also translated this into design criteria: reuse of existing systems, create employee app, provide  toolkit on how to answer or guide customer, …    Insight   This proved to be a real exciting experience with lots of different points of view that enriched the  solution proposed and demonstrated the connection between the different insights. The results was  displayed in a one pager and was key to get the validation of the next steps: prepare all employees to  answer to unsolicited feedback, ensure ways to share/use the feedback and feed continuous  improvement, help customer facing current issue.    Approach  I found this tool very useful. I would probably narrow down further the topics as many ideas were  generated and we had to rework in more details some of them after the session.

