How to Utilize Customer Journey Mapping for Improving Customer Experience


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In recent years, companies have re-discovered the importance of customer centricity. Leaders and top management across a wide range of industries agree that improving customer experience is the way to go in today’s highly complex market landscape. Customer experience typically cuts across divisions and departments of the company and exists in the everyday interactions that customers have with the company. In order to comprehend consumer experience across different touch points, it is essential to invest in understanding the consumer insights and sentiments.

Mapping the customer journey is one of the most effective ways to improve customer experience. It helps you get their perspective, helping you better understand how customers are interacting with you and also aids in identifying areas of improvement. A journey map illustrates the steps your customers go through while engaging with your organization whether it be an online experience, physical store experience, a product or a service. It helps the company to act as a single seamless entity across the different steps of customer involvement. The customer activities through various stages of a conventional sales funnel should be understood and responded well on-time.

Have a glance at the 6 points mentioned below to understand how customer journey mapping aids in improving customer experience:

Better Understand your Customers

Customer journey mapping allows business leaders to consider their customers’ perspective, experiences and motivations and understand how they feel about their interactions with the company. This will lead the companies to better empathize with their customers and lay down systems and processes that deliver value to customers.

Identify Loopholes and Address Them

As mapping customer journey brings the whole company on the same page by breaking down silos, it ensures that any underlying issue of the customer is identified on-time and solved with the best approach. Get to know whenever your prospect or customer becomes dissatisfied at any stage of their journey and fix it then and there. For example- if a prospect has to face longer wait time when seeking a response to a request, there is a probability that it will create a point of dissatisfaction and he might move to a competitor who can offer quicker response times. By being proactive and improving the wait times, you can undoubtedly set effective customer expectations.

Personalize Customer Journey

Always keep in mind that customers are more knowledgeable and powerful than ever. They are spoilt for choice and if you don’t personalize your approach, you will be isolating them immediately. Therefore, it’s crucial to personalize customers’ journey with your brand once you have a good understanding of your customers. Identifying customers by their name, sending personalized emails and tailoring experiences as per their needs, interests and past behaviours will make them feel valued and special. So, develop an atmosphere that reflects that you really care about them.

Make Ideal Product Enhancements

By mapping out how the customers delve into your product, it will be easier for you to pinpoint what they are missing and where they are getting stuck. It will become evident that what is being liked by the users and where they wish for improvements. Your product development team can gain lots of insights into where they should put their efforts on future deliverables. After all, enhanced user experience leads to increased conversions.

Produce Customer-Centric Content for Future Initiatives

Analyzing and interpreting what type of content is being appreciated by the customers, companies can develop their content strategy that is more appealing and customer-oriented. Producing valuable and relevant content at the right time aids in building authority for your brand, thereby fostering trust and creating long-lasting relationships. So, take a deep dive of your buyer’s persona and their preferences for content types and accordingly fix up your future content marketing strategy.

Discover Opportunities

Every organization is trying to differentiate their customer experience so as to stay ahead of the crowd. Journey mapping makes it possible to identify areas where you can enhance your customer experience. Identifying emotional triggers to figure out where you can deliver more value to your customers will surely keep them happy and satisfied.

Silky Sinha
Silky is the customer experience analyst and a digital native with a global mandate, Silky is always on the search for industry best practices across multiple verticals. She identifies companies with superior customer experience based on a defined Customer Journey Framework.


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