1. Identifying Orthodoxies
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Identifying Orthodoxies
How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change

2. Understanding Orthodoxies
Orthodoxies are ingrained ways of thinking and acting, from habit or from previous successes.
Rules, tools, techniques, and behaviors we accept or agree to.
Latent, shared beliefs that go unchallenged within the organization.
Every industry and firm has commonly held beliefs about “how we do things around here.”
Some examples:
Xerox: Copy machines must only be serviced by professionals.
City governments: It’s okay if permits are hard to get.
Banks: Provide critical consumer services through ATMs.
Music: Customers will go to record stores to buy CDs. 2

3. Identifying Orthodoxies
What are ingrained beliefs within our own company about how we operate? 
We are strong in execution
We have reliable delivery
We have very few errors
Once onboarded, it's hard for customers to leave us
We can be seen as a competitor
We do not understand industry changes
We have higher prices
We are a one-stop shop for customer product & business solutions
Customers know and care about all the great solutions we provide
What are ingrained, shared beliefs about our customers (common in our company and among competitors)?
Customers are okay with delays, understand that they happen
Customers never check to make sure they get the right pricing
Customers will always buy the lowest-cost options
We are an industry leader
We are more than order-takers; we’re a partner
We are hard to do business with (a lot of red tape)
Customers love our sales reps
Customers value our customer service
We are risk-averse
We offer world-class distribution
We are the best in the market
We are customer-focused 3

4. Identifying Orthodoxies
What are ingrained beliefs within our own company about how we operate? 
We are strong in execution
We have reliable delivery
We have very few errors
Once onboarded, it's hard for customers to leave us
We can be seen as a competitor
We do not understand industry changes
We have higher prices
We are a one-stop shop for customer product & business solutions
Customers know and care about all the great solutions we provide
What are ingrained, shared beliefs about our customers (common in our company and among competitors)?
Customers are okay with delays, understand that they happen
Customers never check to make sure they get the right pricing
Customers will always buy the lowest-cost options
We are an industry leader
We are more than order-takers; we’re a partner
We are hard to do business with (a lot of red tape)
Customers love our sales reps
Customers value our customer service
We are risk-averse
We offer world-class distribution
We are the best in the market
We are customer-focused
Green = Customers agree 4

5. Identifying Orthodoxies
What are ingrained beliefs within our own company about how we operate? 
We are strong in execution
We have reliable delivery
We have very few errors
Once onboarded, it's hard for customers to leave us
We can be seen as a competitor
We do not understand industry changes
We have higher prices
We are a one-stop shop for customer product & business solutions
Customers know and care about all the great solutions we provide
What are ingrained, shared beliefs about our customers (common in our company and among competitors)?
Customers are okay with delays, understand that they happen
Customers never check to make sure they get the right pricing
Customers will always buy the lowest-cost options
We are an industry leader
We are more than order-takers; we’re a partner
We are hard to do business with (a lot of red tape)
Customers love our sales reps
Customers value our customer service
We are risk-averse
We offer world-class distribution
We are the best in the market
We are customer-focused
Green = Customers agree
Red = Customers do not agree 5

6. Identify Your Orthodoxies
Brainstorm:
What are ingrained, shared beliefs within our organization about how we operate?
What are ingrained, shared beliefs within our organization about what our customers think?
This Photo by Unknown Author is licensed under CC BY-ND 6