A brands success and growth hugely depends on what experience it provides and how it treats its customers. Businesses that thrive in the fierce competition ensure that Customer Experience sits at the heart of customer retention and customer acquisition strategy.
To ensure a stellar customer experience, the first step is to understand how customers are interacting with your brand and how they feel after each interaction. Finding this sounds easy, but is not as straight forward as it looks because the different touch points of the brand and the order in which customers interact is a complex process. But businesses need to put in an effort to create and understand their customer journey maps if they wish to take their customer experience to the next level.
Basically, a customer journey map is a visual representation of the course that the users takes throughout their interactions with your product or services and also captures the experience they have at all the touchpoints in this course. It means that businesses have to step in customers’ shoes to see the experience from the customer’s point of view. Also, depending on how the customer interacts and different channels of interaction, there might be multiple journey maps for your brand. Another critical aspect of these journey maps is understanding customers’ emotions at each touch point and plotting the same in your maps.
A regular exercise of Customer Journey Mapping has multifold benefits for businesses:
When organizations look at the interaction from customers’ perspective, they get insights on multiple important aspects. How easy or difficult is it to interact with your organization? How responsive are the service agents? How quickly can any process be completed on your website? Are there any failed interactions? Is the experience consistent across channels? These answers can then be utilized to improve the processes as well as experience at each touch point. It can also be used to remove roadblocks or any ‘friction’ that hampers a smooth customer interaction. This will help in creating an experience that truly delights your customers.
Through the customer journey maps, once you understand why they made certain choices or why they discarded others, what they prefer and how do they prefer to interact, you will be able to segment your customers. Also, based on information captured about their emotions in the journey map, a targeted communication, and customized experience can be delivered to customers. Most customer value personalized and customized communication and it impacts their loyalty big time.
Detailed mapping of the customer journey and observing how they interact enables in finding the gaps or missing components. Example, If your customer is unable to find information about delivery time on your website, the customer will either initiate a chat or call a service agent. This channel is defiantly more expensive to the business and you would want the customer to have a self-servicing ability in this case. Customer journey maps throw light on such gaps which you can fill resulting is better customer experience and cost saving for your business.
The mapping will help the organization in getting a clear picture of what is going on in every department. It is easier to identify the drawbacks, loopholes and also, the star department which attracts most of the customers and where customers prefer to visit more often. Accordingly, the businesses can cut down on the wastage and unnecessary expenses and allocate resources according to the feedback collected from customers at various touch points. The mapping will help in highlighting the areas of importance where the business can focus to increase their outcome.
A well-defined customer journey mapping is essential for every business to understand their customer today. This can help the business in identifying and creating opportunities to please the consumers based on their goals, perceptions, and emotions at every touchpoint the journey map.