The term customer service is certainly familiar to all businesses. What about customer journey mapping. We usually associate mapping with geographic features. Does this apply for customer journey? In fact, few businesses have a real picture of journeys the customer make when having businesses with them. It provides the business with information relevant to decision-making process.
The Importance of Customer Journey Mapping
The term actually refers to a way to visualize customer experience and their interaction with a business. Customer journey mapping depicts the picture of efforts made by the businesses when having a deal with a business. It shows whether the business procedure is streamlined or exhaustive. The more streamlined the process is, the more seamless the customer experience will be.
By mapping the customer journey, a business can identify the obstacles faced by the customers when going thorough the sales funnel. This way, the management can take necessary steps and strategies to remove the obstacles. The mapping process also allows the management to identify business opportunities and improve the customer experience in overall.
How to Do Customer Journey Mapping
To begin the mapping process, you may need to do few steps. They include picking up the processes, which you want to analyze. Then, make a deconstruction schemes to identify each step required to complete each step. This step provides you with a clear description of efforts made by the customers to get your services. This may be a difficult step, but it is critical for customer journey mapping.
You can use certain methods to lay out the steps. They include using whiteboard, digital graphs, and customer mapping software or paper-based diagram. Here are critical steps to do the mapping process:
- Identify each step from the very first step. Imagine you are a customer. Identify things you need to do and have before getting services from a company.
- Identify where the process bogs down. Take notes of steps that require more time than others do. Put priorities on the most complicated steps.
- Identify how the delayed steps affect the customer experience.
- If you find that it has very small contribution to the customer experience, can find ways to eliminate the step and create shortcuts to make the customer service more efficient.
Customer Journey Mapping: Concluding Statement
Mapping the customer journey means navigating through the system. Use of the map depends upon the business characteristics. For instance, online businesses may use it to make the online payment system simpler, for instance. App developers use it to make the app navigation simpler and bug-free. Restaurant chains may use the map to make the delivery process faster, and so on.
Of course, laying out the steps can be a challenge. You may put yourself in the position of a customer and see how you struggle to have a deal with a business. This may involve intuitive process. However, once you are done, the customer journey mapping will help you much. You can create a more efficient and less expensive business process. This brings you a step closer to success, right?