What is “Customer Journey”?
To build long term relationships with clients so they are willing to come back and refer you to their friends you need to look beyond just selling products and focus on building a better customer journey which leads to customer loyalty. Still feeling confused about the word “Customer Journey”? Let’s break it down so you can apply it to your business.
What is Customer Journey?
This is all about understanding how your business interacts with your customer. Think of your sales process as a journey someone goes on as they get to know you and ultimately become a customer. Look at your business process from customer’s point of view, map out what behaviors and emotions they will feel when they stand in front of your store or click on your website. To reduce unnecessary interactions to critical events, the company will plot touchpoints and form a customer journey map based on customer research.
Identify the Critical Touchpoints
As you analyze the behaviors, motivators, and emotions customers have at each touchpoint, you can start by removing the redundant steps in the service process. Then you can adjust the customer experience from an overall perspective to build their goodwill and loyalty to the company.
A Good Customer Journey Map
A good customer journey map needs to be comprehensive and innovative. Customer Thermometer provides several representative examples in their blog “6 great customer journey mapping templates”. From these examples, we can sum up some common points. The horizontal axis of a good customer journey map needs to include 3 stages: pre-service period, service period, and post-service period. It is also important to list out the interaction points within the business at each stage. For the vertical axis, you can include factors like business activity, customer emotion, customer motivation, barriers and other factors you think are critical in your business process.
Let’s Create Your Own Map!
Although the customer journey map looks very complicated, it actually comes from customer surveys. Now, let’s take a look at the steps.
- Step 1: Brainstorm all possible touchpoints within your business.
- Step 2: Form customer research about those touchpoints.
- Step 3: Create horizontal and vertical axis.
- Step 4: Finish your map with the research results.
You can make a questionnaire to ask which interaction is recognized by customers, their behavior, feelings and if they have any questions about it. The touchpoints identified by the customer would be your horizontal axis. In the vertical axis, in addition to those common items mentioned in the above section, you can also include the goals and KPIs for each touchpoint to help you better optimize the customer experience and achieve the company’s overall goals.
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