Elevate CX using customer journey mapping

Customer Journey Map tells the story of the customer’s experience. It is a visual representation of the customer journey also called the buyer journey or user journey and helps organizations to identify customer’s key interactions with their product or service, including their motivations, goals, and expectations. In a nutshell, Customer Journey Map visualize what it is like to be your customer quickly and efficiently which in return helps to improve your products and service to delight the customer.

Let’s discuss how customer journey mapping helps to elevate the customer experience.

By offering a holistic look at the experience, journey maps help organizations to understand holistic sources of the frustration of their customers like difficulty in locating the right channel for a particular issue, inability to switch between channels, need to repeat oneself when switching channels and Inconsistent information across different touch points. This insight in return generates a more actionable sense of the effort customers exert during interactions and helps organizations to create an experience with less friction.

What a customer says is not necessarily what the customer really wants. By keeping this in mind, customer-centric organizations strive to understand customer “intent.” They calibrate their experiences not by what the customer explicitly requests which can be the product of conditioning or misinformation rather they leverage Customer journey mapping for a broader view of customer’s behavior and understand customer’s true intent which empowers organizations to better orchestrate the overall journey. The organization can refine its processes to make it easier for customers to go where they want to go. It can also anticipate why the customer is interacting and then use those predictive insights to provide proactive care, next-best-action recommendations, and optimal sales pitches.

Journey mapping provides a more valuable window into a customer’s sentiment. Instead of simply noting that a customer “seemed mad” during a call, the organization can identify the culprit of the anger. The customer may, as an example, be frustrated about having to jump from self-service, live chat, to voice. Alternatively, the customer may have received incorrect information at a previous touch point. When the voice agent said something different, the customer became angry. With a firm sense of what “triggers” emotions, the organization can more strategically optimize its experience. It can separate processes that produce resolutions from those that produce delight. It can distinguish issues that disappoint customers from those that produce rage.

Customer journey maps help to underscore high-impact automation opportunities. They simultaneously reveal sluggish processes and simple customer issues conducive to self-service which are the two best “use cases” for automation technology. Not simply great at identifying opportunities for automation, journey maps also illustrate the potential impact of automation. Introducing chat bots for certain issues, as an example, may change the types of issues that reach live agents. A robust journey map readies organization for this new workflow dynamic.

Customers appreciate organizations that minimize effort, but they despise unwanted correspondence. To put it another way, they only appreciate proactive engagement when the communication is valuable and in their preferred channels. Journey mapping facilitates this personalized approach to proactive engagement. By revealing how customers (either individual or aggregate) react to certain communication, they can determine the most opportune moments to deliver outbound messages. As an example, if a cable company knows that customers prefer to receive text messages but always call when service goes down, they know to deliver proactive text alerts about the outages. They are simultaneously respecting customer preferences and reducing costly call volume.

The first step to improve and enhance customer experience is to understand their current experience with your product and services, their pain area, motivations, and other relevant details. Customer journey mapping is an efficient approach to visualize your customer experience however this should not be treated as one-off effort rather it is a continuous effort to improve customer journey maps and capture better customer insights as we progress.

I am a customer experience enthusiast with mission to discover customer experience challenges and designing programs that really delight customers.