Customer Journey Maps to Improve Customer Experience
October 8, 2020at5:00 AM
They say the journey of a thousand miles begins with a single step. The same quote can be applied to the customers’ journey as well. From the first contact to purchase and beyond, your customers witness numerous moments of truth over the course as they traverse for which they would want to leave their customer feedback. Each website visit, each survey they will, each customer support experience influences the customers’ behavior, shapes their feedback, and determines their brand loyalty.
And this is where a tiny door of opportunity opens up to steer your customers down the path to success. In order to channel that power, you should necessitate having a deeper understanding of their needs, motivations, and behavior at each stage. Companies that propitiously thrive to understand the customer journey have improved customer satisfaction rates, reduced customer churn, and increased revenues. For example, Apple uses NPS surveys to generate over $25 million in additional revenue. In Amazon, one analyst estimated this one piece of customer feedback increased sales in the media products category by over 20%.
Customer journey mapping coupled with content leads to growth.
If you place customer data at the center of marketing and manage that data in real-time, the current customer journey which seems to be complex and arbitrary can be unraveled beautifully. Whilst the overall notion of customer experience is aligned towards better understanding and service to the customer, there are some captivating differences in how companies are evolving, investing in customer experience, and putting data to work.
In a world where instant, responsive service is the standard, it is often the case that the process itself is the product. Below are the four variables to measure while optimizing customer journey:
Actions: Analyse what the customer doing at each stage and what actions are they taking to move themselves on to the next stage.
Motivations: Understand why is the customer motivated to keep going to the next stage and what emotions they are feeling towards the product.
Questions: Research about the uncertainties, jargon, or other issues preventing the customer from moving to the next stage.
Barriers: Study the process, cost, implementation, or other barriers that stand in the way of moving on to the next stage.
For instance, let’s say you own an eCommerce store and you have a customer named Brittany who has shopped twice from your brand. After going through her visitor’s data, you notice that this customer had one customer support interaction with one of your agents which wasn’t resolved. It’s only after that interaction, she stopped purchasing from your site. What does this say? On top of your head, you will guess it was a bad customer support experience. It definitely can be the main reason, but you would never know until you interact with the customer again and collect her feedback.
In this case, you understood the actions, she definitely loves your collection, which is why she was a recurring customer, so we can say her motivations are justified. Since there wasn’t ample information on the questions and barriers she faced which resulted in you not able to escalate and resolve the issue in real-time. Scenarios like above happen most of the time, but this is how we lose recurring customers. By mapping out customer expectations and obstacles at each stage, you’ll be able to see what’s working and what’s not from the customer’s point of view.
Once you’ve chosen which type of customer to map, determine what their end-goal is. You may think this part is effortless but take the time to really consider the specifics, especially if your business caters to more than one type of customer. The more specific you can make their goal in the context of their customer persona, the better.
Map the reality, not how you perceive it.
Here’s where your customer journey map magically turns into a tool. Assess each stage of the customer journey map, and determine to what extent customers are achieving their goal.
Quantitative data shows you were on your map customers are falling through the cracks. Qualitative data tells you why.
Knowing what customers need and expect at each stage of your company’s customer journey is something that you can only find out by asking them. With customer feedback, you’ll get a clearer picture of your customer’s experience at each stage, and learn what you need to improve it.
By gathering customer feedback strategically, you can enhance the customer’s journey and systematically close the gaps recognized in your map. Using DropThought, you automate survey distribution to get continuous feedback in real-time. Collect feedback through the channels you already use with your customers or embed them directly into your emails and web pages for better response rates.
Measure the customer experience holistically across the customer journey map, and easily gain valuable, actionable insights using DropThought. Understanding a person means understanding their context; if you can see the world through their eyes you can predict and serve their needs.
At DropThought we help you focus on experience measurement, particularly on the importance of listening effectively. Using a feedback management system is the start point of adapting to this ‘new normal’. From start to finish, we’re dedicated to your success. For further queries regarding our crisis preparedness, Speak to a Dropthought Experience Consultant!
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