How to Map Your Customer Experience
Customer Journey Map
You'll need to figure out how your visitors interact with your brand and create a buyer customer map. This map is a visual representation of the steps a buyer takes through your business. It should cover everything and show more than just what your customers do - it should also show what they think and feel.
You can base the first layer of your customer journey map on the classic sales funnel, which involves:
Awareness. The customer is aware that a particular product or service exists.
Research. The customer looks at different options and compares them to make an informed decision.
Purchase. After some thought, the customer buys the product or hires the service.
The classic sales funnel has changed a bit over the past few decades, as retail became much more competitive. We would add two new factors:
Out-of-the-box experience. A quick YouTube search will bring you hundreds of videos of influencers unwrapping products. Seeing an attractive package or a little extra has become a shared joy. It's certainly an opportunity for brands (and manufacturers in particular) to shine.
Return policy. Younger generations are more willing to buy products in bulk, with the idea of returning anything that doesn't fit or work properly. Companies with a more comprehensive return policy have an advantage with these customers.
It's always important to consider what your touchpoints are - the moments in which you and your customers meet. They can occur at any point in the sales funnel.
The second layer of customer experience general manager email lists mapping is a more internal approach to what customers experience. Some of the key questions to ask yourself are:
What actions do your customers take at each point in the sales funnel above?
What motivates them?
What are their questions at each stage of the journey?
What obstacles do they face?
Researching your customers
The way to map the customer experience starts by asking your visitors directly. Here are the two main tools to get in touch with your customers:
Contextual observations.
Interviews with an ethnographic approach. You have to get inside the heads of customers, and the best way to do this is by giving them the keys to the discussion. That's why this comprehensive research strategy is the way to go.
Overall, it's essential to ask your customers to explain their journey with your company. Other useful tools include surveys and focus groups, though their scope is much more limited.
Creating a comprehensive customer experience map
To accurately map the customer experience, it's critical to connect with your visitors. When creating a comprehensive customer experience, here are some factors to consider:
Avoid jargon. Speak in simple terms. When customers have to resort to overly complex and technical language to make a purchase, your company is failing them. Be accessible at every step, including terminology. It's totally unnecessary for customers to know specific product codes unless they're experts in the field.
Become a connection point between product and customer. If you're a seller rather than a manufacturer, you have the unique opportunity to connect with your customer one-on-one. Whether it's by adding helpful guides to your blog or a chat option, you want to be as helpful as possible. Don't make your customers resort to forums—be the go-to person for information.
Final Notes
Ultimately, when you map out your customer journey, you can look at each touchpoint with a clear head and act accordingly. However, how you do it shouldn't be set in stone.
There are many ways to approach customer journey mapping. There are different types of diagrams depending on what you want to achieve. You can create an in-depth analysis, a guide on how to operate in a specific location, or a guide on how to manage your business.the future or a blueprint for your services.
There is no one right way to build a customer journey map. You should study the different styles and figure out which one works best for you and your brand. The most important thing is to find a method that helps you improve the customer experience and that all your team members understand the visualization. You will need team members to be on the same page and working towards the same goal, regardless of where they are in the journey.
It is valid to switch from one map to another based on what works best for you. It is okay to go back and forth if you feel that you are not achieving your goals with a particular style. Your main goal should be to offer the best service possible, and that takes time and commitment. Anything you can do to improve the experience you offer is valid and should be encouraged. Customer journey mapping is a field where trial and error is essential.
Remember that the customer journey is not linear. With so many options to buy or hire services online, customers take their time to make a decision. While you can add a few perks here and there, you can't fully control actions like saving a shopping cart for later. Don't let that get to you - some things are out of your control and others may not happen as quickly as you'd like. Don't get frustrated.
For years, Bright Vessel has specialized in providing digital marketing solutions to brands across all types of industries. We take pride in our work, helping our clients reach their customers to map the customer experience. Learn about our services through our website, or contact us for more information.
