Workflow Mapping: Knowing Your Customers Better Than They Know Themselves

  Innovation  

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Overview

It’s hard not to eye-roll when the business gurus tell us “Know our customer! Develop from the customer’s point of view!” Not that it’s wrong; it’s just that we all agree. That’s what we’re trying to do. Tell us how we can do it better. Enter workflow mapping. This is an under-utilized technique for identifying customer / user difficulties, especially in the context of on-the-job activities done by experts. The result of workflow mapping is a set of charts in which you can look at strategic goals and zoom in to an astounding level of detail – the tools and techniques used to execute each task. In each step, pain points are identified. That document can drive creative, customer-centered product development.

Learning Objectives

It’s hard not to eye-roll when the business gurus tell us “Know our customer! Develop from the customer’s point of view!” Not that it’s wrong; it’s just that we all agree. That’s what we’re trying to do. Tell us how we can do it better. Enter workflow mapping. This is an under-utilized technique for identifying customer / user difficulties, especially in the context of on-the-job activities done by experts. The result of workflow mapping is a set of charts in which you can look at strategic goals and zoom in to an astounding level of detail – the tools and techniques used to execute each task. In each step, pain points are identified. That document can drive creative, customer-centered product development.

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PMP/PgMP CAPM PMI-ACP PMI-SP PMI-RMP PfMP PMI-PBA DASM DASSM DAC DAVSC PMI-CP PMI-PMOCP PMI-CPMAI Ways of Working 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 0.00 1.00 1.00 Power Skills 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Business Acumen 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Total 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 0.00 1.00 1.00

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Acknowledgements: Mick Kuehn, Gina Lund, Kimberly Johnson and Marjorie Anderson