A lazy person’s guide to customer journey mapping

Photo by Vlad Bagacian on Unsplash

Knowing every nook and cranny of a company’s customer journey should be mandatory – the number one focus of all companies should be their customers. However, this is constantly overlooked in favour of overly emphasised products and services, leading to customers wanting more from their experience. The following is a brief guide to customer journey mapping and its importance in your business strategy.

WHAT IS CUSTOMER JOURNEY MAPPING?

It is a visualisation of every experience your customer goes through with your brand that includes all touch points. Depending on the kind of business you are (B2B, B2C), the more complex it is. A good customer journey map would be able to pinpoint all the points of interaction with your customers and fill in the gaps to create a memorable customer experience.

WHY IS IT IMPORTANT?

IT ALLOWS FIRMS TO PLACE THEIR FOCUS ON THEIR CUSTOMERS

It is easy to overlook touchpoints and experiences in exchange for profit-driven metrics, where results can easily be seen or measured. The customer journey, however, despite not having tangible results, is instrumental in ensuring repeat clients. As your clients are the ones who will be bringing in the dough, it is important for them to have the best experience possible by optimising your customer journey.

IT SIMPLIFIES THE BUYING EXPERIENCE FOR POTENTIAL CUSTOMERS

Before, the buying experience was a unilateral journey – it was confined between physical boundaries. However, with the insurgence of the internet, your customer is now able to interact with you via multiple touch points. This makes it doubly important to utilise a customer journey map to identify gaps in your services, customer pain points and make sure they stay engaged. A pleasant buying experience can incentivise them to convert to paying customers and become advocates of your brand.

ALLOWS YOU TO TARGET NEW CUSTOMER BASES

The experience for your various customer bases will be different. Before mapping out your customer journey, it is important to craft personas to know the demographics of the customers you are planning to target. By conducting group interviews with your current customers, you will be able to draw valuable insights into their experience with the brand, and you might even discover a new, substantial customer base that you have previously neglected.

IDENTIFY OPPORTUNITIES TO SWOOP IN AND IMPROVE

Being involved in the company’s operations, it is sometimes difficult to get a clear understanding on how your customer experience is like. Conduct surveys with customers to better understand their pain points and their satisfaction with your company. A third-person’s perspective would also be useful in gathering fresh ideas and identifying opportunities you never considered. 

Convergence Concepts can do this for you by understanding your needs, figuring out the gaps in your service and proposing new changes to your brand’s customer journey. Contact us today at marketing@convergenceconcepts.com.sg to find out more.

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