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Understanding Every Interaction to Create the Best Customer Experience

Shep Hyken interviews Jim Tincher. They discuss journey mapping and how it can be used to improve both the employee experience and the customer experience.

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The Interview with Jim Tincher:

  • What is a journey map? A journey map is a graphic representation of every interaction a customer has with you and your business. Journey maps can be used as effective tools to drive change and improve the customer experience.
  • It is important to make the journey map highly visual. This will help people remember the key points and takeaways, which will help drive the positive changes that are needed in your organization.
  • Jan Carlzon coined the phrase “Moment of Truth,” which is any and every interaction the customer has with an organization that gives them the opportunity to form an impression. These points of contact can come in many varieties, and they all form part of the customer journey.
  • One of the biggest touchpoints is actually Google, which allows customers to form an impression of your company before interacting with it directly. This is a good reminder that much of the customer journey may not directly involve your company, but it still forms an important part of the bigger picture.
  • Before you begin journey mapping, there are five questions you should ask and answer:
    1. What’s the problem you want to solve?
    2. What’s the right journey for your customers/business?
    3. Who is the customer?
    4. How do you get customer feedback?
    5. Who is on your team?
  • It’s crucial to obtain feedback and get your employees to listen to the customer. And once you get that feedback, you must do something with it. If you don’t, you will betray your customers’ trust and ruin the relationship.
  • In addition to mapping the customer journey, it’s also advisable to map the employee journey. The employee journey behind the scenes has direct impact on the customer.


“The best way to destroy a customer relationship is to ask for feedback and do nothing with it.” – Jim Tincher

“You can’t create a great customer experience if you have a terrible employee experience.” – Jim Tincher

“You can spend all your time focusing on the customers, but if you don’t enable (empower) your employees to create a great customer experience, it’s going to be a long road.” – Jim Tincher


Jim Tincher is the founder and Mapper-In-Chief at Heart of the Customer. He co-authored the recent book How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. What is journey mapping?
  2. Why should I create a journey map?
  3. How do I create a journey map?
  4. How should I use customer feedback?
  5. How do I improve my customer service and experience?


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