When it comes to measuring what someone experiences, things get complicated because results are usually subjective. This is where customer journey mapping comes into play.
Customer journey maps are like roadmaps that detail what your customers experience before buying your product or service—starting from awareness, moving through consideration, and all the way up to the actual sale.
It shows a total sum of experiences that customers undertake as they interact with your brand. It’s also a proper documentation of the customer journey in its entirety, as opposed to just looking at each part of the buying experience in a silo. This approach acknowledges that when a customer makes a buying decision, they don’t just look at the product or service in a purely objective manner. There’s also an element of emotional gratification involved.
The buying experience itself is just as important as the product or service you’re offering, so it helps to determine the emotional experience that can best be understood by putting yourself in the shoes of your customers and mapping the customer journey.
Why You Should Map the Customer Journey
(Image source: Shopify)
Customer journey mapping begins with a clear insight into your target audience’s buying motivations and finding correlations that fit within your business goals. This customer-centric approach puts an emphasis on creating a positive customer experience and aims to nurture it.
You want to create an experience whereby the feeling of anticipation is matched by the satisfaction of buying from your brand. This kind of satisfaction is what customers get when they seek out what they want, go through the process of buying it, and enjoy the consumption process.
“68% of customers say they’ve switched service providers because of poor customer service.” (Accenture)
Whether they admit it or not, customers notice the ease or difficulty that they experience throughout the buying journey. As a brand, it’s your job take advantage of this opportunity to explore, understand, and improve to deliver better value and improve customer satisfaction.
How to Use Customer Journey Mapping to Improve Customer Experience
Creating visualizations through the use of diagrams and scenario representations will help you identify which parts of the customer journey need tweaking. With a visual representation of each touchpoint (social media reviews, face to face customer interface, customer service representatives, online channels, e-commerce website, feedback surveys, etc.), it becomes easier to discover where gaps exist and what you can do to address them.
Recommended for You
Webcast, November 30th: Content was King in 2016, Will it Reign in 2017?
Here are a few ideas on how you can improve the customer experience using customer journey mapping:
Optimize the customer experience
A clear understanding of what your prospects go through as they interact with your brand will better equip you to manage their entire journey. End-to-end management means that you can introduce process improvements to hasten the journey towards conversion without removing anything from the experience. You want to nurture the “buyer’s high” they get when they have positive experiences with your brand.
Read more at http://www.business2community.com/customer-experience/journey-mapping-improve-customer-experience-01710661#U6ZgZvmfekBpSSUb.99