Customer Journey: Improving Customer Experience Through Mapping – Part 2 of 2

Customer Journey Mapping

Every company should model its customer journey in order to better understand its consumers and grow. It’s the most effective approach to keep track of every client encounter, from the initial contact to product or service delivery. It enables you to visualize each touchpoint throughout the customer journey, allowing you to gain a deeper understanding of the client’s motives and difficulties. In this article, you can learn about the advantages of this technique and how to put it into practice in this article.

Mapping to gain a fresh perspective of customers

A consumer journey map provides fresh insights. It helps you to look at your company from a different angle. From the customer’s perspective, you no longer focus on internal processes but on their outcomes. A customer journey map can come in a variety of shapes and sizes. It is, however, frequently a graphical representation of the many phases a client goes through while dealing with your company. It comprises a wealth of information, such as strategic choices, various touchpoints, departments engaged, IT systems, and any other data unique to your company. Some maps focus on a particular process, while others cover many processes and departments. They all highlight the intricacy of the client journey, which for you was a straightforward end-to-end procedure. Your company can only provide the experience your consumers desire if all departments work together effortlessly.

This modeling aids businesses in streamlining operations, removing consumer dissatisfaction (friction points), and improving the overall customer experience. It encourages businesses to consider each touchpoint from the customer’s point of view. The outcomes might be unexpected. You could, for example, uncover new methods for customers to engage with you. Online reviews affect the bulk of client purchasing choices. They are certainly essential to your reputation, but do you consider them to be a consumer interaction? Such questions will be answered through your customer journey mapping.

Questions you should know

Customer experience, whether you name it customer touchpoints, purchase journeys, engagement strategies, customer experience design, or just customer service, is very likely something every company is already doing. However, you may not be addressing it on an equal footing throughout the business, and you may not be considering it from the customer’s point of view. Old techniques claim to save you time, money, and resources; but, what good is a procedure that appears to work if it costs you customers and prospects? It’s time to rethink your strategy; the average number of contact points a client has with you before making a purchase is thirteen. That’s a total of thirteen chances to earn or lose a customer.

Many questions arise as a result of this:

  • How do you know that these thirteen encounters are the ones you’re looking for?
  • How do you know that the transitions between stages are seamless?
  • How can you be certain that the consumer will not leave?
  • Are your agents aware of the most critical touchpoints?
  • ost essential, can your agent spot when a touchpoint needs to be changed or improved?
  • The only approach to answer all of these concerns is to really comprehend your consumers’ motives and emotions, as well as the outcomes of each interaction they have with your company. You must take a comprehensive approach to your modeling in order to properly capture this information and incorporate it into a customer journey map. Here are some steps to help you get started, but remember to tailor them to your specific needs.

Customer Journey mapping’s 4 stages

The customer journey is made up of numerous essential components, each of which must be analyzed and included in the mapping in order to fully comprehend and enhance the customer experience.

It’s possible that you’ll make blunders when creating or improving the journey. This is quite likely, and it makes no difference. What counts is how you adapt, respond, and cope with the stumbling blocks.

You’ll be able to fix negative experiences more effectively if you understand consumer behavior and attitudes since you’ll know which areas aren’t fulfilling the target folks’ expectations and why.

There are four major factors to examine at each point while picturing and investigating the journey:

  • The buyer’s actions: What is the buyer’s goal?
  • What is the buyer’s mood or what is he or she saying?
  • The “on-stage” experience is as follows: Who or what are they immediately dealing with?
  • The “behind the scenes” experience: Is there anything that has to be done that your consumer isn’t aware of?

Step 1: To build the mapping, assemble a diversely skilled team

To develop a full and accurate mapping of the customer’s reality, you’ll need to assemble a varied team that includes representatives from several divisions inside the company:

  • Point-of-sale agents: because they interact with customers on a daily basis, these employees are familiar with their concerns, responses, and expectations.
  • Agents in customer relations and customer service are also aware of client concerns and collect feedback on a regular basis.
  • A member of the leadership team: Including a member of the leadership team is critical because this individual will be able to provide the required funding and defend the marketing plan at the company’s highest level.

Creating personas here is key. You must first identify a customer and their demands before you can develop a customer journey map. This is where creating a persona comes in handy since it helps you to target a certain client type. This approach entails building a fake client profile (representative of a customer segment).

A specific quantity of information must be included in the construction of a persona, such as:

  • the fictional customer’s name, age, and career status, as well as his family circumstances
  • his or her ambitions, interests, and hobbies, as well as his or her consumption patterns
  • his familiarity with technology and the internet (especially if it is a customer journey on the web)

You must also consider the requirements and ambitions of the person (why do they interact with the company?) as well as what could please or disappoint them in attaining their goal.

Step 2: Decide what kind of journey you want to map

When consumers interact with businesses and brands, they may have a variety of goals in mind. As a result, it’s critical to recognize the many sorts of client journeys that exist:

  • Integration: purchasing a product for the first time, creating an account, and subscribing to service are all examples of integration.
  • Relationship with after-sales service, inquiries to the technical department, installation assistance
  • Use: put the product or service to use.
  • Purchase of a new product to replace an old one, or subscription renewal

Even if these routes are divided into distinct categories, it is quite possible that a single person may travel along with multiple of them.

Step 3: Create a course map

When mapping, ask yourself the following questions:

  • Who are the participants in this adventure? If you’re in a car dealership, for example, it may be the customer, the salesperson, and the front desk personnel.
  • What processes or events begin or occur throughout this journey?
  • What are the consumers’ perspectives? What are they going through right now? Excitement or dissatisfaction aren’t the only emotions to consider. Bring those emotions to life (for instance, “This automobile is a dream come true!”).
  • Determine the critical moment.

There is one critical moment that counts more than the others in every journey, regardless of the channel. It is the most crucial point of contact. It’s the point at which, if mastered, the whole experience would be transformed.

Step 4: Be creative

The firm might hold special meetings to discover answers during these critical periods. The mapping team, for example, can brainstorm and choose the most appropriate option.

After this solution has been reviewed, it must be implemented and the efficacy of the solution monitored by tracking the progress of the problem.

  • Customer satisfaction is important (especially CSAT variations)
  • Rate of loyalty and retention
  • The net promoter score (NPS) is a measure of how well people
  • Customer service in general

The customer journey must be studied in order to implement a customer experience optimization plan.

Locate the best technologies for mapping the client journey

Because this mapping will change over time, the initial mapping should not need too much effort from the personnel. New customer data will be added gradually, and the mapping will be refined over time thanks to the experience of the company’s mapping teams. As a result, you should invest in a technology that allows you to easily map client journeys and track how they change over time.

It is transformational for businesses to be able to integrate operational data to experience data on critical touchpoints in a customer journey and display them. Improving customer journey segments will, in fact, have a direct influence on your business.

You may accomplish this with the aid of omnichannel software or a cloud contact center solution. You may take measures that will help both your customers and your business by assessing the areas where your customer journeys can be improved.

Define your campaign goals and boundaries

Before you start customer journey modeling, make sure you know what your main goal is. However, consider doing everything in stages so that you keep on top of things and avoid being overwhelmed. Do you, for example, need to revisit specific processes in order to resolve present issues? Do you wish to begin with a straightforward procedure involving only one department? Or do you want to concentrate on a single client experience that spans many divisions inside your company?

Knowing what you want to achieve out of your customer journey modeling can help you remain on track and complete your project. Another thing to think about is for whom you’re modeling the journey. Obviously, not all consumers are motivated or have the same expectations. Different parts of your company deal with different sorts of clients. Defining the breadth of your customer journey mapping will be easier if you create personas, or typical customer profiles, that display particular consumption habits, and various demands.

Data is everything

Obviously, you must go through the research step in order to create a solid customer journey mapping. This comprises data gathered from internal and external research within your company and from your consumers. We’re talking about information collected via surveys or answer forms. This work should be carried out by a multi-functional team that is prepared to deal with consumers. The goal is to learn about how customers perceive the customer journey, including touchpoints, opportunities, and obstacles. Customers are likely to already be aware of the pain spots.

Bring your customer journey mapping to a close

Now that you have your draft customer journey map and client information, it’s time to put the finishing touches on it. Thanks to the information gathered from your consumers, you may, for example, add points that you may have missed. You should have a deeper knowledge of the procedures involved in the customer journey at this time, as well as the customer’s pain spots, challenges, and emotions, both good and negative. Now is the moment to put your customer journey mapping to the test by evaluating and improving it over time. This is not a one-time activity, but rather a continual process that helps you to attain customer service excellence.

The Customer Journey methodology’s adaptability allows it to be used for a wide range of goals, all of which are connected to Customer Relationship Management in some manner. The following is a non-exhaustive list of path use cases:

  • The company’s organization, omnichannel technology, cloud contact center solution, and de-siloing.
  • Create a relationship strategy, which is a collection of well-organized programs that allow for great Customer Relations to be implemented at critical periods or phases.
  • Make relationship situations a top priority.
  • Choose a customer relationship management (CRM), customer interaction management (CIM), contact center management (CCM) software, and so on.
  • In the Contact Center, determine the reasons for contact.
  • Customer satisfaction should be improved.

Conclusion: The goal is customer happiness

Customer journey modeling has become a critical component for today’s businesses. They require excellent products and services, as well as a pleasant customer experience, in today’s economic situation. You will not have a comprehensive knowledge of your consumers until you have an outside view of your company.

There are several advantages to modeling your client journey. You make it possible for your whole company to focus on the same shared goal: customer happiness. You may also extensively examine the procedures that underpin the client journey and uncover all of the intricate operational details. You’ll have a better overall perspective of the processes, both internally and externally, and be able to provide a better client experience. Finally, all of these advantages add up to a more comprehensive one, allowing you and your team to devote more time to finding new solutions or initiatives.

Abdelmounim Benharouga has always had a strong passion for writing and digital marketing.  He started as a Digital Content Writer part of marketing department then moved to being Customer Success Manager for the African Region within the Nobelbiz team.

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