5 important elements of a great customer journey map

Expressed opinions Entrepreneur Contributors own.

Creating a customer travel map is one of the best ways to understand the customer experience with your business. By mapping each step of this journey, you can identify areas where they may encounter difficulties or confusion, and then have the opportunity to improve to solve those problems.

Simply put, this map is a visualization of the customer experience (CX). Some may be designed to track the whole journey, from the first impression of a brand to the after sales service. These can be further localized in focus – for example, highlighting some aspects of ordering online and showing what happens when someone becomes one of your customers.

With the rise of technology and the development of consumer behavior, consumers now have a more complex journey to discover brands. They can usually make your discovery while researching a product. Then they can go to your website… even see your place of business. They may conduct further research on the Internet and decide whether to buy from your store instead of the competitor. It is important to consider how such interactions occur throughout the process in order to stay ahead of the busy curve.

Let’s look at some of the key elements involved.

Related: Customer-Journey Mapping: What, How and Why

1. Focus on CX

Customer experience must be the basis of a customer travel map. I find that the best will focus on a specific customer segment and be based on research rather than speculation – data on how and where customers interact with your brand and how they feel about that interaction.

2. Clear goals and workable insights

For a map to be effective, it must have a clear goal and include insights into what you can do. So, included All Whether your discoveries are positive or negative, then determine the relationship between them and your customers’ behavior, as well as their expectations and goals.

You can then use the data where you need to improve CX and determine which will produce the best and fastest return. This will help you monitor the progress of any existing endeavors and identify areas that require further investment.

3. A universal view of CX

Many organizations still operate in a silent manner, with each team focusing on a separate set of touchpoints or channels. Customers, on the other hand, do not consider these channels: they consider their entire journey, which includes all their transactions with a business.

So, a good customer should see the whole CX of the journey map – all their interactions with your business, regardless of which team operates which channel. It also helps to see how they move between touchpoints and what factors influence these steps. This will give you a better idea of ​​how to improve the overall experience as it helps to identify potential gaps.

Related: How to improve your bottom line by taking customer experience

4. Quantitative data and basic metrics

Qualitative research conducted on small sample sizes is the main source of data for an effective map. However, quantitative data can provide more insight as well as help increase the validity of results.

Assigning quantitative research allows you to set up a set of key performance indicators that can be used throughout the journey (or only part of it). Different customer satisfaction metrics, such as net promoter scores, ensure that your map can help determine how well you are doing in CX improvement.

5. Graphics that level up

While a customer journey map is already a graphic representation of CX, consider taking things a step further to increase its effectiveness – organize it in a way that others who see it find it interesting, but in a way that includes more information like you. Can. Gather it and you may even consider creating different versions for different people based on their respective roles. For example, a map for senior management may emphasize key performance indicators, whereas a map designed for the digging of proverbs may include more details about the processes and systems assigned to each touchpoint.

Related: Customer Journey Map: Digital Conversion from North Star

While science is involved in creating an effective customer travel map, it also includes art. Remember, though, that the most critical aspect is Law On what you discover. You can be sure that if it includes the above elements, it will help you to create valuable insights.

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