A
customer experience journey map is the story of the customer’s
entire experience from how he hinds your site to him becoming a long
term buyer. The idea of sketching such a map is to make organisations
learn their customers better. It is an attempt to make the customer
experience better.
1. Understand
why the map is essential:
Every
business has its set goals. Identify the goals that the map will
support. Look at answering questions about how the map will support
business goals, who will be using it and how it will be shared. You
will be able to come up with goal specific maps, user specific maps
and medium specific maps that would each serve its own purpose.
2. Have
data:
Customer
journey maps should be based on truth. So, collect data as the first
step. Also remember that people will not be interested in your story
if it contains only numbers. Use numbers and extrapolate information
to make the map engaging. At the same time, these maps should be easy
to understand, especially when your user base is varied. If you want
to project the map to marketing people and sales people at once, you
need to have a comprehensive idea of both arenas in the map. Also check out 5 Tips to Handle Millenial Customers
3. Invite
all teams to participate:
The
guy in sales might have a very different perspective on a customer
experience aspect from the guy in maintenance. It helps resolve
differences, solve problems when you involve several teams in mapping
the customer experience journey map. A particular customer might have
had a wonderful sales experience but a bad service experience. So,
the overall customer experience in that case would still be bad
despite best efforts from sales and profitable numbers. If you would like to improve the overall customer experience visit How to make your customer come back to you every time
4. Visuals
and numbers tell stories best:
The
idea of coming up with a customer experience journey map is to make
the process look easy enough to learn. So, make your map a great
story telling medium by using numbers in charts and by using
pictures. Infographics are a great medium to tell a story. But start
with a text based gist to drive across the point of the map.
5. Share
the map in person:
Customer
experience journey maps are best shared with human interaction. So,
if you intend making one to be sent as an email attachment, think
twice. All the effort put in will be wasted. No one bothers seeing
the map and it will be sent to trash. So, invite people in person or
via Skype and make this an interactive session where people
understand the various segments of the map through conversation. Such
a medium also enables instant feedback.
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