When analyzing an operation, one of the essential questions is `Which processes are being performed´? It is interesting to see how many executive managers answer that question at a very abstract level, and operational managers often answer it so detailed that they loose the overview.  Still, the answer to that question at the right abstraction level helps in determining what kind of people you need, how you can drive efficiency through automation etc. A small side-effect is that it also provides the training plan for new employees.

This inventory of processes that are being performed (´taxonomy´ for experts) more or less provides the environment wherein the customer operates, and asks his questions, so it also determines the contact reasons. When registering contact reasons it makes sense to use this same methodology, thereby we supply valuable input for the whole Customer Experience (or User eXperience or UX) analysis. Below I will show a fairly simple example of how that works,.

The first dimension of a customer desire is determined by his viewpoint: where does he come from?  Is he a customer already? Or just a normal member of the general public? The second dimension is the objective this (potential) customer is trying to achieve in this situation. in other words: where is he in the customer journey? The third and final dimension refers to the challenge or joy he is experiencing in going for that objective.