4 Simple Steps for Creating a Successful Customer Journey Map
What is Customer Journey Mapping?
A customer journey map is a powerful tool that can be used to improve the customer experience, creating more opportunities to drive revenue growth. The output of the mapping process is a compelling diagram that illustrates each positive and negative interaction your customer has with your brand. This deeper understanding correlates touchpoints with emotions, to develop empathy with your customers and reveal solutions to bridge the gap between current and future state.
Step 1: Define the Scope
The first step in creating a customer journey map is to establish the lens through which the experience will be examined. For example, our clients are often interested in investigating why customer adoption rate has remained low. In order to answer this question, it is important to select a user persona that represents a target customer. The qualities of this persona should be grounded in qualitative and quantitative research such as interviews, website analytics, or call center logs. Once the user persona has been selected, we encourage our clients to evaluate the goals, motivations, and frustrations of this persona in order to get a complete picture of their experience.
Step 2: Identify Touchpoints
After the scope has been defined, the next step is to identify all points of interaction with the company, also known as a ‘touchpoint’. These points of interaction often occur across multiple channels. For example, digital touchpoints include website visits or social media profiles, while physical touchpoints include interactions with a sales or customer support agent. We always encourage our clients to step into the customer’s shoes in order experience their brand from the customer’s perspective.
Step 3: Attach Emotions to Journey
The next step is to attach a positive or negative valence to each identified touchpoint. For example, a company might discover that the website visit provides consistent and resourceful content which educates the customer about the brand’s product offerings. On the other end of the spectrum, research might demonstrate that the billing process to purchase these product offerings is painful and time consuming. Kredo will work with you to identify the peaks and valleys along your customer journey, eliciting positive brand interactions - revitalizing and invigorating opportunities for revenue growth.
Step 4: Isolate Opportunities to Improve
Once the customer journey has been mapped, the final step is to isolate opportunities for improvement at each negative touchpoint and develop processes that deliver dependable, unified results. For example, one of our clients determined that the sales call was a painful experience for their customers. At this particular touchpoint, the underlying problem was that the sales agent had limited product knowledge. In order to improve the customer experience at this touchpoint, Kredo designed a product training program for all sales agents and delivered just-in-time product insight using Salesforce Content, workflow automation and analytics.
Kredo understands that loyal customers demand consistent and meaningful experiences at every touchpoint of their journey. It is imperative that companies map the customer journey across all touchpoints to understand where their brand and customer interact, the customer’s expectations, and how the customer feels about the results. By addressing the underlying motivations of each customer interaction, we enable our clients to improve the overall customer experience and create more opportunities to drive revenue growth.
Does your company need help creating a customer journey map? Get in touch with Kredo today!