Customer Journey Mapping

Updated: Aug 22



Have you ever wondered how your organization look like in your customers? you maybe shocked by the differences between how you see your organization and how your customers do. One excellent way to understand and optimize the customer experience is a process called customer journey mapping.


What is customer journey mapping?


Customer journey mapping is a way to record, mark and analyze the interactions( or touchpoints) that a customer has with your organization. It allows organizations to track customer interactions and to inform decision-making processes on how they could be enriched.


This is a well-known technique which allows the gain of deeper knowledge about customers' perceptions. It covers every interaction from initial contact to post-sale follow-up. It can pinpoint problems or build on successes in your customers' experience, so can improve customer retention. That's the reason why customer journey mapping becomes an essential tool to improve overall customer experience.


Customer journey mapping and customer experience mapping are subtly different. While customer journey mapping focuses on specific interactions that a customer has with a vendor or suppliers, customer experience mapping tend to give a wider view about customers' experience as a whole.


Why customer journey is important?


Mapping the customer journey has benefits such as:

  • Allowing you to optimize the customer onboarding process

  • Benchmarking the customer experience desired by your customers against what they actually receive

  • Understanding the differences in buyer personas as they move from prospect to conversion through the buying funnel.

  • Creating a logical order to your buyer journey.

However, the biggest benefit is simply understanding your customers more. The better you understand their expectations, the more you can tailor the customer experience to their needs.


Creating customer journey mapping


To create your map, follow 8 steps below:

  1. Define Your Objectives

  2. Gather Information

  3. Identify Your Customer "Touchpoints"

  4. Outline the Key Stages of Your Customer Experience

  5. Start Mapping!

  6. Validate Your Results

  7. Analyze Your Map

  8. Treat Your Map as a Living Document

By: VSHR Digital Media

Source:

1. https://www.mindtools.com/

2. https://www.ncbi.nlm.nih.gov/ , Sept 2020

3. https://www.salesforce.com/ , June 2020

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