<aside> 🧠 Are you crystal clear on who is accountable for what in your team?

Everyone wants accountability, but many struggle to achieve it. My research-backed hunch is that this struggle is due to the blind spots in our strategy, which I call the accountability gap.

To bridge this gap, we need an accountability map that highlights these issues. A standard organisational structure won't cut it anymore, especially if you want to deliver a truly people-centric strategy. If your goal is to create the best experiences for both your customers and employees (and I know it is), then understanding and mapping accountability within your team is crucial.

This guide will help you pinpoint and address these accountability gaps, leading to more effective teamwork and better overall results.

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Best for:

Teams looking to improve both their customer and employee interactions, engagement and motivation.

When to use it:

• Reviewing current customer experience strategies
• Implementing new customer experience initiatives
• Defining roles and responsibilities within your team
• Identifying accountability gaps within your team

Purpose

To understand and optimise the customer journey by identifying key touchpoints and responsibilities, setting measurable goals, and fostering collaboration between individuals and teams.

Here’s a template to help map out the roles and responsibilities along each stage of the customer journey. Try to keep it high level at first, each team can then can dive into the detail later.

Here’s a template to help map out the roles and responsibilities along each stage of the customer journey. Try to keep it high level at first, each team can then can dive into the detail later.

How to:

🗺 Understand your customer journey Map out your customer experience journey, from initial contact to post-purchase support. Identify key touchpoints and interactions that define your customers' experiences using the 5 E’s: Entice, Enter, Engage, Extend, Exit (you can use the template above to help you do this).

📌 Define clear roles and responsibilities Align your organisational structure and your teams roles to ensure every touchpoint is owned by a specific team or individual. Clearly define roles and responsibilities to avoid overlap and ensure accountability.

📈 Establish metrics of success Set measurable goals for each touchpoint in the customer journey. Define key metrics (SMART goals) to track progress and hold teams accountable for their performance.

🕵‍♀️ Identify your integrators Appoint someone responsible for ensuring that teams work together towards common goals. Over time, this role helps create and maintain a culture of shared accountability and cross-functional collaboration.

⏰ Reinforce regular review rituals Embed weekly, monthly, and quarterly reviews and feedback into team routines. This helps maintain a culture of continuous improvement and ensures customer-centric strategies remain at the core of operations.

<aside> ➕ Top tips:

• Use visual tools like Miro to map out the customer journey collaboratively.
• Encourage open discussion during the mapping process to gain diverse insights.
• Regularly update the customer journey map based on feedback and changing customer needs and team changes.
• Clearly and regularly comminicate who does what; use it as a foundations for your collaborative team rituals, and set an example at leadership team level. </aside>

<aside> 📧 Want more tips and tricks like this? You can find more frameworks in our journal here and we share a dose of our favourite tools each month in our newsletter which you can sign up for here. If you have any questions, don’t hesitate to contact us at hello@thefuturekind.co.

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