As a service provider, you want to offer your customer a seamless journey. Why is it then, that this is not the reality for the consumer? Businesses struggle to link front-of-house experience, back-end service and online facilities to create a great experience for customers. This is where the customer journey mapping (CJM) comes in.
Businesses succeed at CJM to varying degrees – whether you’ve outlined a few customer journeys, or have things mapped from the moment a customer starts thinking about engaging with your brand, there are some basic tips that you should revisit to make sure your CJM is still ticking all of the right boxes.
- Think whole-of-journey– when mapping a customer journey, business owners often make the mistake of only thinking about person-to-person interactions. Starting with the initial contact (which could be online, through marketing collateral, in-store, call centre) moving onto a physical appointment or store visit and ending with further contact (phone calls, emails, follow-up appointments) map out every touch point in that omni-channel customer journey.
- Know the pain points– if your customers’ phone experience is gold standard, but your queue management is sub-par, identify ways you can bring these two touchpoints to the same standard. Big disparities in experience at various points in the customer journey create distrust, where you want to engender loyalty. The customer journey is vulnerable to many variables, but knowing where your weaknesses lie means that you’re one step closer to fixing them.
- Find your gaps– if there’s an opportunity for a better customer experience at any point in their journey, plug it. Whether it’s an automated email to remind a customer of their appointment, or a follow up call to ask them how their experience was, make sure you are reaching out to customers when they want to hear from you – this is how you create advocates.
- Get personal– make sure you know enough about your customers that you can personalise communications with them. Use demographic data to send them information that is of relevance to them, or trigger a certain chain of events based on their past behaviour. Being able to predict what your customer wants may take a little trial and error, but once you find their niche, your dealings with them will be more tailored and improve their overall experience.
Positive customer journeys mean repeat custom and invaluable word-of-mouth referrals – what’s stopping you from improving your customer journey mapping?
If you need help mapping your customers’ journeys, have a chat to NEXA today. We take a holistic approach to CJM, and we love seeing happy customers.