CX Journey Map

3 Tips for Customer Journey Mapping

Customer journey maps can be described as viewing the end-to-end customer experience in a compact form. This kind of visualization allows businesses to make critical value-driven decisions on the basis of a customer experience performance model.

The key objective of customer journey maps is that they should be able to allow stakeholders to deepen their knowledge and comprehension of customers’ behaviors, feelings and thoughts across various touch-points throughout their journey.

When you undertake customer journey mapping with certain key attributes as part of your plan, you are guaranteed success in meeting your goals.

Tip#1: Identification of touch-points

The first step towards customer journey mapping is the identification of touch points, i.e. where the customers are interacting with the organization. It is important to look out for major as well as minor touch points. For example, if you’re in the auto sales industry, one of the major customer touch points would be a test drive. Another touch point could be the salesperson’s desk where the customer sits down to negotiate a final deal.

Tip#2: Build from the point of view of the customer

This may sound very straightforward but there are many businesses that continue to build their customer journey maps from the point of view of internal business. This means that they make use of business processes, people and systems for visualizing the customer journey. This typically serves as the base for all customer journey mapping processes.

But when a customer journey map is developed from the point of view of the customer, it will take into consideration the experience of the customer and use it as a foundation for the journey mapping. Essentially, the journey is centered on the actions and behaviors of the customer rather than the business process or the systems.

Tip#3: Feedback from different organization levels

If you wish to get a detailed understanding of what truly happens at every touch point, then it is critical to collect feedback from multiple stakeholders in the organization. This information can then be utilized for adding a qualitative film to your customer journey map. Basically, besides just mapping what is happening, you need to map the manner in which you are managing service delivery as well. For instance, assess the length of the process as it might be too long or check if the chairs at the salesperson’s desk are too uncomfortable. Complaint data at different touch points can also add a lot of value in developing an understanding of customer experience.

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Brad Arsenault

Written by Brad Arsenault

Brad is the Head of Marketing at Fifth Quadrant. For over 16 years he's worked across digital marketing and content production. He actively publishes content on LinkedIn and Medium.

Topics: CX customer journey maps

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