Customer journey mapping can be a difficult process to navigate. Many people have heard of it as a buzzphrase, but they do not know that this technique could make a huge difference in their business.
The essential process boils down to drawing out a customer’s interactions with a company in a diagram, starting with their advertising or referral to the company and ending up with purchasing a product or service. Sometimes these maps follow the entire process from “cradle to grave,” starting with the first customer engagement to the end of the useful life of the product. When it is time to purchase a new product to replace the old one, that decision can also be part of the customer journey map.
Customer journey maps can also target specific steps of the process and point out weaknesses that must be corrected. Timothy Drabic, an industry expert, explains customer journey mapping and shares his discoveries about the newest techniques in this area.
Aspects of the Map
The journey map should be made from the customer’s point of view. First, the customer’s actions at each step of the process need to be defined. Find what the customer is doing and how they are moving to the next step.
You will also need to understand the customer’s motivations. What makes them move to the next stage?
Next, you should understand whether there is anything getting in the way, like a bottleneck or a piece of red tape. Find out what questions the customer needs to ask in order to make their experience work. Is there anything that the customer may find difficult to understand? Knowing the barriers that may stand in a customer’s way will go a long way toward understanding their journey.
Interviews
Rather than relying on focus groups or surveys to get this information, it is better when it is taken directly from the customer in an interview-style interaction. Sitting down with the customer and having them explain their decisions at each point in the process can be helpful. If you base your research on more than one type of customer, you will be able to get a broader picture. This may also be useful for building distinct segments within your customer base.
Example of a Customer Journey
Imagine that a customer is interested in buying a new smartphone. Their first interaction with your company could be a piece of advertising. Then the customer might choose to research their purchase before buying. This is another step in the process. They may compare many models from a number of manufacturers before settling on a decision.
Actually making the purchase is another step in the process. It makes sense to check whether the ordering procedure is simple and straightforward. No one likes to wait in line for an hour to pick up a new smartphone, or to have the website crash or return errors.
The next step is using the product. Leaving reviews, whether good or bad, is another part of the customer experience. When the customer has a problem with their smartphone, they may be frustrated. It is best to make sure that your customer service staff — online, on the phone, and in-person — are all well-trained.
The customer journey could take different forms for different people. Some customers spend a great deal of time on research and may use social media for recommendations from their friends. They may also follow YouTube channels with recommendations for smartphones. Each of these types of research should be noted on the customer journey map.
Innovations in the Customer Journey Map
Some new developments in customer journey mapping include the principle of immersive advertising. Using VR (virtual reality) or AR (augmented reality) can be great ways to engage with your customers who are bored with traditional advertising.
Personalizing the sales process is another new step in the process. Every customer likes to believe that they are special and that their needs are truly seen by the company they are doing business with. Using personalized emails, texts, videos, and coupons can help a customer be enthusiastic about buying a product.
The rise of chatbots and AI assistants has also begun to make a big difference in the world of customer service. However, this technology should be used with care. If it is not well-managed, you may find that the automated process you believed would improve your customer service experienced has driven your customers away.
Mapping for Success
Customer journey mapping can be a great way to help your company streamline its processes. When you take the time to understand how a customer interacts with your brand, you will be able to put time and thought into the pain points and make the customer’s experience better overall.
Timothy Drabic reminds business owners to be honest with themselves when they are making customer journey maps. Using real-world information to make these decisions can be a step in the right direction.
