Customer journey mapping is a hot topic in the customer experience (CX) world. It is a powerful tool that enables businesses to monitor and manage the several touchpoints’ customers have with their business, while continuously improving its processes and developing a world-class customer experience.
We now have the technology required to map the customer journey, continuously monitor each touchpoint with feedback and immediately implement changes based on real-time and factual data.
However, understanding and mapping the customer journey at each customer touchpoint is only the first step. Now that you have the data at your fingertips, the true value comes from turning the data into specific actions to fix the gaps. Here are our top 5 tips for improving customer experience using customer journey maps:
Customer journey mapping allows you to gain insights into how your customers think. By listening to and understanding your customer needs across the customer journey, you can easily identify pain points and make specific changes that make a real impact.
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Customers are now more knowledgeable than ever before. With so many alternatives to choose from, the best way to gain a competitive advantage is to give your customers a ‘personalised’ experience. By monitoring each interaction with your customers at every touchpoint of their journey, you will begin to tailor their experience based on their specific needs.
We all understand the importance of monitoring your customers’ behaviours and using the data to predict future trends. Why stop there? Why not directly ask customers what they want at each point of their journey? By utilising fit-for-purpose tools, you can find out what customers are thinking at each touchpoint, analyse results, and improve the customer journey.
Another way to effectively utilise your customer journey map is to create tailored marketing content based on the data that you gather directly from your customers. Create relevant incentives for your customers to provide you with contact details and build an email database. Develop tailored marketing campaigns that appeal directly to the customers who have already purchased your products to increase return-on-investment.
This is the most important part of customer experience. Having spent valuable effort on mapping your customer journey, collecting feedback, analysing results and developing a plan to improve customer experience, the last thing you want to do is fail at the final hurdle. A customer journey map is not effective unless everyone in the company is aware of it and bought into it, from the CEO to the front-line. Include your CX vision in your company strategy and ensure that it is factored into the decision-making process. By aligning everyone in the same direction, you will make the journey a lot smoother for your customer.
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