Customer journey mapping is the process of documenting your customers’ experience with your business from their point of view. Done right, it is a fantastic tool for businesses and organisations of all different shapes and sizes.
A customer journey map lets you see the different ways that customers interact with your business, and shows you where you can improve and where there might be a gap. Most of these maps break the customer journey down into stages, from initial contact through to engagement and then long-term loyalty. They show how customers move through these stages and identify any blockages that might be preventing them moving smoothly from initial contact to repeat customer.
If you’re looking at improving your organisation’s customer experience, creating a customer journey map is a great exercise to take on. Here are a few tips for effective customer journey mapping from gmc.net:
- Use a digital platform instead of pen and paper. Using digital mapping software makes it easier to incorporate data into the whole process, collaborate across departments and share the results. It also reduces the overall workload required to translate a pen and paper document into an online format.
- Use all the data you can find. This includes information like social media metrics, website visits, email marketing data and more. You can gain valuable insight from search data and can easily see whether or not your marketing is hitting the right spot.
- Don’t rely solely on data. While it’s tempting to make use of all those numbers you’ve got hanging around, they won’t give you the full picture. Make sure you incorporate anecdotal data into your customer journey map as this can give you all important context and direct feedback from customers.
- Include copies of all the different types of communication your customers receive, from beginning to end. Don’t forget audio files and videos as well as written communication. Looking at everything together lets you spot inconsistencies in your voice and messaging and see whether you are on the right track overall or not.
- Be as in depth as possible. When it comes to customer experience, the devil is in the detail. The more in depth you can make your customer journey map, the more insight you will gather. A customer journey map that just skims over the surface isn’t likely to be much help at all.
- Make it actionable. Many customer journey maps end up gathering dust on the wall. Make sure you take it to the next level by assigning accountability and actions to the map. Follow up to make sure that any areas highlighted by the mapping process are taken care of.
Customer journey mapping is a very powerful tool when it comes to creating better customer experiences. If you’re going to make the most of this tool, use these six tips and most importantly of all, follow your map up with concrete action.