We’re all looking to wow our customers, right? So how are you doing in that area? Take a pop quiz and find out. Ask yourself…
• Do you know what really wows your customers?
• Is your company providing the wow your customers want at the exact points in their customer journey where they need it most?
• Are all of your projects, tools and systems improving a customer’s experience, or are they in place to fulfill internal process requirements?
If you hesitated when answering any of these questions, then you could benefit from a Customer Journey Map.
Journey Mapping – A Description
If you’re not familiar with Customer Journey Mapping, it’s a powerful and deceptively simple exercise that can help your company gain a deep understanding of your customers and their needs.
Using graphics, pictures, and other visual cues, a Journey Map plots out every customer interaction you have (i.e. your touchpoints) in a map format. It shows the sequential journey a customer takes as he or she progresses through your company’s lifecycle stages and navigates your channels. A Journey Map (if done correctly) will illustrate how customers act and feel when they do business with you, and reveal areas where you can better meet their needs and expectations.
There are a variety of ways to create a Journey Map. You could arrange a series of touchpoints on post-it notes or a white board; design it using Visio or PowerPoint; or use purpose-built mapping software (this is the method I like). Here’s an example of a map we created using Touchpoint Dashboard, our web-based mapping platform.
(For more detailed information and resources on journey mapping, check out the links at the end of this post.)
In essence, a Customer Journey Map can help you discover, design and deliver your Wow Factor! Here’s how:
3 Ways to Discover Your Wow Factor with Journey Mapping
1. Visualize Your Wow Moments: Are your touchpoints aligned and equipped to support your plans for wowing your customers this year? Do you even know what all of your touchpoints are? A journey map will help you take inventory of all your touchpoints. When you can visually identify and organize the encounters your customers have (or could have) with your company, you’ll have a clear picture of where you’re already wowing your customers and uncover where and how you can improve their experience.
2. Analyze and Sync Your Customer Data: When was the last time you thoroughly sifted through your customer research and feedback data? Look at all this “stuff” again. Combine it with the specific touchpoints you mapped in point #1. What are your customers telling you they need/want within a certain touchpoint area? How does this voice of the customer information align with the service you’re currently delivering? When you combine your customer data with the associated touchpoints and lay everything out in a visual, map-like format, you’re able to see your business in a whole new way. You get an accurate picture of your current state and can start putting plans in place to design and deliver some major Wow Factor. Expect several “ah-ha” moments!
3. Realize What’s Working & What’s Not So You Can Invest Wisely: You may already know some of the services that are exceeding your customers’ expectations, but your Journey Map will likely uncover additional things that have never even been on your radar. Your map will show you what’s working and what’s not. It can show you which touchpoints are the right ones to continue or start investing in and the ones that could and should be cut. Use your Journey Map as a guide to help you create your strategic customer experience plan. Use it to help put your Wow Factor in place.
Happy Mapping!
If you’re looking for some specific “how to” mapping info, check out these helpful links:
• Touchpoint Dashboard’s Comprehensive Guide to Journey Mapping – Free Download
• White Paper: Cooking up a Winning Customer Journey Map
• Standford D.School’s Overview of Journey Mapping
