How do you know what your customers really want? How do they experience your brand? How do you turn a great customer into a loyal brand advocate? These are some of the questions that drive organizations to the process of customer journey mapping.{{cta('982d6b33-cf83-4b38-9c03-fb18084b1070','justifycenter')}}
The basic concepts of customer experience (CX) journey mapping are fairly simple:
However, sometimes what seems simple at first can often become quite a challenge to execute. For many organizations, challenges arise when questions are raised about why things are the way they are and how they could or should change. What needs to be corrected, built or rebuilt? Is there a need to break down an entire section of the journey and start from scratch? Or can we look at the whole and clearly see where a few simple changes will be all that’s necessary to make a big impact?
These answers are revealed through successful journey mapping with engagement from the entire organization and each team member who interacts with or supports the customer along their journey.
Before beginning a journey map, it helps to pre-identify each touchpoint along your CX journey. A “touchpoint” means any point at which a customer comes into contact with your brand before, during and after a purchase. Touchpoints can be in-person, online, over the phone, through marketing channels or events, etc. Some touchpoints may have a bigger impact than others. We call these “moments of truth.” These are the most critical points at which the customer has an interaction that can make the difference between recommending your brand in the future or denouncing their experience to family and friends.
At each touchpoint and moment of truth, the following simple framework can be used to ignite proactive discussion and lead to real changes that make a big impact:
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By really diving deep into these questions, we can spark ideas and ignite new discussions that may have never surfaced before. This is really what CX journey mapping is all about — creating a customer-centric culture and focus in an organization. A culture that continues to question what is and what could be.