Customer Journey Mapping is a pictorial representation of path a customer follows after coming in contact with a company. The diagramming technique captures the multiple interactions customers make with businesses at varied touch-points. Such in-depth mapping allows enterprises to visualize the buyer’s experience.
Companies aim to identify the key interactions a customer enjoys with their processes from the moment they come in touch till the moment they make a purchase. Customer journey mapping is never 100 percent accurate but it highlights metrics, which can be used to improve customer experience.
A properly mapped customer journey must reveal the following:
• Customer’s motivation: The motif of a customer behind interacting with your business.
• Multiple touchpoints: The actions a user takes while interacting with the company.
• Channels: Whether the customer is interacting with your business through social media, retail stores or a mobile app.
Customer Journey Mapping can be divided into three categories:
The Typical B2B Customer Journey Map: Pictorially represents touchpoints a customer engages with through the journey.
The Tactical B2B Customer Journey Map: This mapping technique is used to map a specific event (pain-points) in the customer journey.
The Performance & Improvement Customer Journey Map: Designed to help businesses identify pain-points, this mapping technique focusses on in-depth analysis.
Why businesses need Customer Journey Mapping?
With enterprises diverting their funds towards customer experience innovation, mapping a user’s journey can help businesses discover important pain points and bottlenecks. Corporates defy mapping because they believe it to be an accurate measurement that can giveaway important nuances of their business. Whereas mapping is just a diagramming technique of the customer’s experience.
Businesses should do Customer Journey Mapping because:
• It helps them discover pain-points, which is affecting a user’s experience
• It assists in streamlining cross-department services to help customers enjoy a seamless experience
• Mapping can help enterprises understand the emotions of customers
• It assists businesses in building compelling collateral and improving the customer’s journey
Impact of Customer Journey Mapping on Customer Experience
Corporates have always debated the need for customer journey mapping but they have been doing it regardless of opinions. Mapping continues to be a popular way of analyzing customer behavior, which can be tamed to benefit the organization.
With a lot riding on customer experience improving it with the help of journey mapping will leave no rooms for errors. When customers are provided with incomparable user-experience, they will buy again and bring in referrals too.
Here’s how customer journey mapping impacts customer experience:
• It gives an overview of how customers are moving on your site, interacting with the funnels, making it easier for managers to identify bottlenecks and remove them.
• Mapping highlights the following and offers an opportunity to improve customer experience:
o Lack of similar experience when the customer moves from one device to the other
o Lack of coordination between departments, which might irritate the customers
o Lack of seamless transaction between channels (in case users are visiting the website from social media).
Customer Journey Mapping Helps Customer Achieve their Goals
The real success of an enterprise lies in letting their customers win. By rectifying all errors highlighted through mapping, enterprises can improve customer experience and ensure a seamless transition between channels. Also, journey mapping enhances the chances of garnering results by tweaking touchpoints and propositions.
Customer Journey Mapping Positions Your Company to Win
With focus shifting from price point to customer experience, enterprises are betting highly on experience. Enterprises are acquiring journey mapping services to discover pain-points and render them obsolete. 90% of managers who conducted journey mapping, agrees that their conversions have improved and their customer experience is sky-rocketing. Benefits of customer journey mapping also reflects through KPIs that can help you double the revenue.
Customer Journey Mapping paves the way for customers to succeed, positions your business to win and enables better user-experience. By journey mapping businesses can discover and remove processes or operations that are either troublesome or not contributing to the bigger picture. If used efficiently, journey maps can help with cost-cutting and improve return on investment.