I think you’ll agree with me when I say:
It gets DIFFICULT to see how your customers interact with your business from their eyes.
Or is it?
Well, it turns out, there is a simple tool that you can use that instantly shows you every touch point a customer interacts with your brand.
This tool is called a Customer Journey Map.
“A Customer Journey map is a visual interpretation of an individual’s perspective of their relationship with an organisation brand. It is told from the customer’s perspective” – Uxmastery.com
Why You Should Start Using Customer Journey Maps Now
Before I show you the how, Ill show you the why you need to start using Customer Journey Maps.
Firstly, knowing and analysing a Customer’s Journey Map, you can empathise with your customers and understand what turns them on and off about your brand.
Secondly, the tool can point out the feelings, motivations and questions your customers might have about a brand’s portfolio.
Thirdly, all departments are involved in its construction and it encourages different departments to participate in the process. The results teach your team how to better consider the user’s feelings, questions and needs in the selling process.
The customer journey map develops into a graphical representation of all potential paths that a user can experience
The how, well, firstly CJM starts as a simple point-by-point or post-it by post-it drawing or map on a board.
As it gets deeper into every touch point, where customers interact with your brand, and department; the customer journey map develops into a graphical representation of all potential paths that a user can experience, depending on the entry point.
What are examples of entry touch points:
These can take multiple forms, starting with the online channels (social media, organic traffic, direct traffic, etc.) and ending with the offline ones, which can be your company’s brick-and-mortar store.
A complex and final Customer Journey Map Example
If You Don’t Consider All Channels, You’ll Miss A Door
Here you may want to insert things like: Social media pages, Pricing page, Cart Page, Customer Call center, Package delivery service, Packaging experience, After-Sale services.
CJM for SaaS
MAKE SURE YOU ANALYSE THE DATA
Hate to start the obvious, but the most important part is the analysis.
Analyse each step (with the staff from the appointed department) and answer one single question every time:
Is my customer fulfilling his goals at this phase, with the information he has/sees/finds out?
If yes (to all), you are a lucky business owner.
If you’re not so lucky, like many of us, make notes about your key findings and recommendations.
After all phases are assessed, it’s time to test your hypotheses and A/B test them until “Yes” is the answer to each question.
But There’s A Catch
Customer Journey Mapping is only the first step to making your business a customer-centered brand, where their needs, wants come first above anything else.
Regarding the topic of how to bring different teams together within your organisation for a common goal – a memorable (in the best way possible) customer experience – we’ll speak in another article, soon to come.
For a more interactive step-by-step guide on how to develop your first Customer Journey Map, here is a 10 minute video that we appreciate very much.
It was posted first in 2014, on mozblog.com from Kerry Bodine, Customer Experience Consultant and MozCon 2014 speaker, but her recommendations are as true now, as they were two years ago.