When the user’s data are combined with analytics and competitive intelligence, targeting the products to the customers on an individual level becomes a breeze.
All in all, customer journey mapping is identifying user’s expectations and demands throughout the path to purchase in the app and then assimilating all the key points collectively as an opportunity to level up the customer experience like nowhere.
It puts up the next question before businesses- How can you view through customer’s eyes? Don’t worry; the intelligent tools are there to help you.
Before you build the case to enhance the customer experience via customer journey mapping, you have to define your goals- where do you want to go; where do you stand on; who your stakeholders and prospective customers are; how you are going to pitch the value statement.
Once you get clear with all the things, it’s time to measure how the customers feel at various touch points. To dive deeper and take a close look at individual customer perspective, you have a need for digital customer journey tools. Well, we have a lot in the bag.
Take a quick glance at them:
Thunderhead: It’s a customer engagement tool which listens to the customer interactions, gains behavioural insights and then combines the data with customer’s experience to offer the recommendations in the real-time.
Touchpoint: It enables the teams to collaboratively visualize the customer journey map wherein by importing the customers’ data in a tool, you will get the digital customer journey map. In addition, the templates are offered which help rookies to get started and modify as per the needs. During mapping testing, the tool also helps in determining cost, ROI, and impact on the customers.
Smaply: The web-based software helps in creating professional personas and customer journey maps in a couple of seconds with the design thinking process. The creation of touch-points based on the customer data lets you visualize the customer experience in the automated graphs and vector-based PDF reports. The tool is excellent in making the comprehensive customer journey map that’s highly persona-driven.
What does customer journey mapping bring to the table?
Well, if you are thinking that using the digital tools, tracking every customer and their activity in the real-time becomes feasible. It’s true. It is the essence of customer journey mapping, but not everything that it offers is required to take in consideration.
It assists in spotting the operational inefficiencies and unnecessary expenditures, unveil the incredible array of ways to differentiate the product in the market, enhance customer service with a better understanding of customers, and fuel up the retention rates with better UX. Summing it up, the brand reputation gets boosted. Wow! The efforts of improving the customer experience and offering them what they want really paid off.
Here are the benefits at your way- let’s discuss them in detail:
- Offer brand personalization to every Joe
Certainly, for different customers, you will get distinct touch-points, dissimilar content and diverse services that engage them. It signals you need a comprehensive customer journey map that provides the information to every customer what they are hunting for and then personalize their path based on the latest status on the app journey.
For instance: When the customer is interested in apparels that your online store is offering, then it would be unwise to send them the list of offers on various types of the items you sell. Provide the customers the relevant information to take them a step down in the funnel and convert them.
- Uncovering issues and addressing them becomes easier
According to Salesforce, the inconsistent experience is #1 reason of declining customer satisfaction reported by 56% of the companies.
It’s the fact. Again, customer journey map will help you discover where you are falling short or missing the interaction points which can be- lead nurturing emails, marketing offer follow-ups, recommendation emails, or operational workflow.
When you encounter the holes, penned them down and then discuss with your teams how the touch-point interactions can be turned up to reconnect the customers with the brand.
- Mitigating the risk wearing the customer’s lens
It’s vivid, the organizations have to go the customer’s way head-on if they want to stand ahead in the cutting-edge competition. The customer journey map helps in unearthing every chapter of the customer history from pain points to the brilliant experiences.
The organizations can stand in the customer’s shoes from start to finish by monitoring and analyzing the customers every activity to better understand them when they are going through multi-channel and a multi-event journey. The proactive actions and decisions helping diminishing the negative implications of the poor customer experience.
- Fill the gap between sales, marketing, and operations
In the large enterprises, it’s very important to breakdown organizational silos to empower employee engagement, as the fragmented teams can never provide the seamless and consistent experience to the users. With customer journey mapping, it becomes easier to work together and bring leads down the sales funnel. It’s due to the flow chart in the map that integrates all the touch-points and organizes the work to be done by different teams collaboratively in the lead nurturing process.
The collaboration translates into the outstanding user experience alongside properly address the needs of the customers or leads.
According to Mckinsey research, “Customer journey mapping helps organizations to bring journey-led transformation that’s anticipated to improve the customer satisfaction more than 20%.”
The main goal of a customer journey mapping is to engineer the best experiences at every stage of the customer experience lifecycle with your brand that includes- when customers have a need, when customers interact, when customers make purchases, when customers engage, and when customers get rewarded for loyalty. When you are able to take a hold of the customers at every stage, they will be loyal to your services with no chance of churning.
Excited to create a journey map for your brand? If so, stay aware there is no perfect model for a customer journey map which you can readily use. It’s non-linear. The reason being the customers never make the purchase in the same way. Sometimes, from a recommendation they get convinced to buy, or at times, it takes several emails and push notifications to make them order the products added to the cart months ago.
You should learn and study different use cases of customer journey map and then analyze your customer’s journey. Thereafter, you will be able to align your business goals with customer journey along with sheer transparency and crystal clear communication. Hop on the digital transformation journey by mastering the customer journey map for modernizing the system that delivers a consistent experience. Good luck!