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Explore customer stories. There are multiple journeys a customer can go through, which this guide will discuss further below. By doing this you will improve the experience that your customers have, which will have better outcomes for your business. Journey mapping gives you deeper insight into the customer, so you can go beyond what you already know. Many brands see the customer journey as something that is visible — where the customer interacts with the brand. But in reality this is not true and only accounts for a percentage of the entire customer journey.
When mapping out the customer journey, you are looking for the moments that matter — where there is the greatest emotional load. Journey mapping puts you in their shoes so you can understand them better than ever before. Original research: The customer journeys that matter the most. There are several ingredients that make up the anatomy of a customer journey, all of which should be looked at carefully so that you can find out where the customer journey runs smoothly and meets customer needs at that moment in time — and where the experience does not, and needs improvement. Knowing how the customer will be feeling makes taking that decisive action much easier.
Understanding customer behaviour, attitudes and the on-stage and off-stage is essential to a successful customer journey map — otherwise, all you have is a process flow. There is no single customer journey. In fact, there are multiple. The best experiences combine multiple journeys in a seamless way to create a continuous customer lifecycle as outlined below. In order to effectively understand the customer journey, you need to understand the customer — and this is where creating a persona really helps. These personas help you gain a deeper understanding of your customers and can be derived from insights and demographic data, or even customer interviews. You also need to build out a diverse mapping team to represent the whole business.
Include frontline staff, day-to-day management, corporate teams, HR, and business support functions. Then build a behaviour line. This might be a new customer journey, renewal, or fixing a product issue. You might also choose this based on the most frequent customer journeys taken, or the most profitable. When you are mapping out your customer journey, brainstorm ideas for how to improve that moment that really matters. Ask yourself: Is it feasible? Is it viable?
Is it desirable? Then you can start to differentiate yourself from your competitors. Who are you measuring? What are you measuring? When on the journey are you measuring it? And why? Learn more about how to create a customer journey map. Journey mapping creates a common understanding for the organisation of how a customer interacts during different stages of the customer lifecycle, and the roles and responsibilities of the different teams in charge of fulfilling that experience. It will also bring an organisation together, and foster empathy and collaboration between teams because people will know what is required from everyone in the business to deliver the experiences that customers expect. This will help you to develop a shared sense of ownership of the customer relationship, which ultimately drives a customer-centric culture.
With everyone working towards a common goal, communication of what you learn about the customer and the journey they go through is vital in order to drive best practices throughout the organisation. Your journey mapping will influence your journey analytics across the business. So for example, it will determine what you ask, who you ask, when you ask, why you ask it and how you ask questions in your Voice of the Customer Program.
To improve the customer journey you need a clear vision of what you want to achieve and you need to make a distinction between the present and the future. This is why organisations blueprint their customer journey because they can see what works and then they can design for the future. For example, during a sudden, unexpected surge in demand. Use your diverse mapping team to come up with ideas that incorporate experience from all aspects of the business to improve the customer journey — and remember that this has a significant payoff for your employees too.
Improving the employee journey — by giving teams the tools to make a difference — can have a positive knock-on effect for the customer and improve their experience in those key moments. This is because employees have the autonomy and motivation in their roles to help their customers, and realise their own potential. To begin, start by choosing a journey and outline the first step that customers will take.
Download your journey mapping template. Being able to link operational data to key touchpoints in a customer journey is transformative for organisations. This is because improving segments of the customer journey will see a direct impact on your business. The Qualtrics Journey Optimiser helps you do just that. By analysing areas for improvement in the customer journey, organisations can take actions that will have maximum benefit for their customers, and the business too.
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