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Creating a customer journey map is one of the best ways to understand customers’ experiences with your business. By charting each step of this journey, you can identify areas where you may encounter difficulties or confusion, and then have the opportunity to make improvements to address those issues.
Simply put, this map is a visualization of the customer experience (CX). Some may be designed to track the entire journey, from a brand’s first impression to after-sales service. You can also be more locally focused – show what happens when someone becomes your customer by emphasizing certain aspects such as online orders.
With the advancement of technology and evolving consumer behavior, customers now have a much more complex journey when discovering brands. They might discover yours while generally searching for a product. They can then go to your website…maybe even visit your physical place of business. They may do more research online and decide whether to buy from your store and not a competitor’s. It’s important to consider how such interactions play out during this process in order to stay ahead of the engagement curve.
Let’s take a look at some of the critical elements.
Related: Customer Journey Mapping: The What, How and Why
1. Focus on CX
The customer experience must be the basis of a customer journey map. I’ve found that the best ones focus on a specific customer segment and are based on research rather than assumptions – data on how and where customers interact with your brand and how they feel about those interactions.
2. Clear goals and actionable insights
For a card to be effective, it must have a clear objective and contain insights you can act on. So include everything Your discoveries, whether positive or negative, then determine any correlations between them and your customers’ behavior, expectations, and goals.
You can then use this data to determine where to make CX improvements and which will yield the best and fastest returns. It will also help you monitor the progress of existing efforts and identify areas that require further investment.
3. An omnichannel view of CX
Many organizations still operate in isolation, with each team focused on a specific set of touchpoints or channels. Customers, on the other hand, do not consider these channels, but their entire journey, which encompasses their entire interaction with a company.
So, a good customer journey map should look at the entire CX—all of their interactions with your business, regardless of which team is managing which channel. It also helps to see how they move between points of contact and what factors influence those movements. This gives you a better understanding of how to improve the overall experience as it helps identify potential gaps.
Related: How to improve your bottom line by leveraging customer experience
4. Quantitative Data and Key Metrics
Qualitative research conducted on small sample sizes is the main source of data for an effective map. However, quantitative data can help to gain further insights and increase the validity of the results.
Using quantitative research also allows you to create a set of key performance indicators that can be used throughout (or just certain parts of) the journey. Various customer satisfaction metrics, such as Data such as Net Promoter Score ensure that your card can help determine how well you are performing on CX improvements.
5. Increase those graphics
While a customer journey map is already a graphical representation of CX, consider taking things one step further to increase their effectiveness – organizing them in a way that others who see them find them attractive, but also so that you can incorporate more information than you collect it. You might even consider creating different versions for different people based on their respective roles. For example, a senior-level map might highlight key performance indicators, while one for the proverbial trenches might provide more detail on the processes and systems deployed at each touchpoint.
Related: Customer Journey Maps: The North Star of Digital Transformation
While creating an effective customer journey map requires science, it also requires art. However, remember that the most critical aspect is this Plot on what you discover. You can rest assured that if yours includes the above components, it will help you gain valuable insights.