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Creating a customer journey map is one of the best ways to understand customer experiences with your business. By mapping each step of this journey, you can identify areas where they may be struggling or confusing, and then have the opportunity to make improvements to address those issues.
In a nutshell, this map is a visualization of customer experience (CX). Some may be designed to follow the entire journey, from first impressions of a brand to after-sales service. They can also have a more localized focus: show what happens when someone becomes one of your customers by highlighting certain aspects, like online ordering.
With the rise of technology and changing consumer behavior, customers now have a much more complex journey when discovering brands. They might discover yours by searching for a product in general. They can then access your website…they can even visit your physical place of business. They may do more research online and decide to buy from your store rather than a competitor. Considering how these interactions occur throughout this process is crucial to staying ahead of the engagement curve.
Let’s look at some of the critical elements involved.
Related: Mapping the customer journey: what, how and why
1. Focus on customer experience
Customer experience should be the basis of a customer journey map. I’ve found that the best will focus on a specific customer segment and be based on research rather than assumptions: data on how and where customers interact with your brand and what they think of those interactions.
2. Clear goals and actionable insights
For a map to be effective, it must have a clear purpose and include information you can act on. Please include everyone your results, whether positive or negative, then determine the correlations between them and your customers’ behavior, expectations and goals.
You can then use this data to determine where you need to make CX improvements and which ones will generate the best and fastest returns. It will also help you track the progress of existing efforts and identify areas that require additional investment.
3. An omnichannel vision of CX
Many organizations still operate in isolation, with each team focusing on a different set of touchpoints or channels. Customers, on the other hand, do not consider these channels: they consider their entire journey, which includes all of their interactions with a company.
Therefore, a good customer journey map should consider the entire CX: all of their interactions with your business, regardless of which team manages which channel. It is also useful to examine how they move between contact points and what factors affect these movements. This will give you a better understanding of how to improve the overall experience by helping you identify potential shortcomings.
Related: How to improve your bottom line by embracing customer experience
4. Quantitative data and key indicators
Qualitative research conducted with small sample sizes is the main source of data for an effective map. However, quantitative data can help provide more information and increase the validity of results.
Using quantitative research also allows you to establish a set of key performance indicators that can be used throughout the journey (or just parts of it). Various customer satisfaction metrics such as Net Promoter Score ensure that your card can help determine how well you are improving CX.
5. Improve those graphics
While a customer journey map is already a graphical representation of CX, consider going further to increase its effectiveness: organize it in a way that other people who view it find it appealing, but also in a way that so that she can incorporate more information. as you wish. You might even consider creating different versions for different people, depending on their respective roles. For example, a card for senior management might emphasize key performance indicators, while a card for those in the proverbial trenches might include more detail about the processes and systems used for each. point-of-contact.
Related: Customer Journey Maps: The North Star of Digital Transformation
While there is science involved in creating an effective customer journey map, there is also art. Remember, however, that the most critical aspect is Law depending on what you find out. You can be sure that if you include the above components, yours will help generate valuable insights.