What is Customer Experience Journey Mapping?
The new buzz word of the business world is ‘Customer Experience’.
It deals with everything a customer goes through with your brand starting from the first time they came to know about it, to the last day they leave your brand. It even goes beyond that to cater for all the remarks or memories a customer might share with others.
Managing all this is ‘Customer Experience Management’ and monitoring all this ‘Customer Experience Journey Mapping’.
In simple words; it is about plotting the entire journey a customer has had with your product. All the experiences they have had. All the touch points through which they have interacted with you. All the excitements or disappointments they have felt.
It’s about mapping down the entire customer life cycle!
How and When?
Customer experience journey mapping is a management tool aimed at improving the way your brand interacts with your potential customer. It provides an insight into their behavior.
It should be created while keeping in mind who your target customers are. It should cover all sorts of experiences they may or may not go through. It should have all the remedial counter measures to deal with any problem that may come during (at least the initial) life cycle phases.
It should be prepared by qualified experts before (preferably) product launch.
Customer Experience Journey Mapping is important because it provides a context for the entire product line. It helps in focusing on your customers and understanding what is required to satisfy their wants and needs. It relates all organizational process with a ‘customer centered’ approach.
It also helps in understanding the scope of your project i.e. what needs to be done and when? It predicts the right time to do a job so that it will be of maximum value to your customers. It helps managers plan accordingly based on factual and current market trends. It provides them enough time to develop any contingency measures.
Journey Mapping also provides opportunity to organizations to look inwards, to identify what they need to fulfill customer wants and needs. What gaps are there within their own production systems. It helps them shift their focus on customers instead of product/process design. This way, while trying to achieve customer satisfaction, all product/processes become aligned simultaneously.
Unifying all stakeholders is extremely important. Customer journey mapping isn’t an isolated process. Even with all the data gathered and customer information; it should be done at an organizational level by involving all stakeholders. This ensures that all are on-board in delivering to the customer. It also helps in identifying any potential operational disconnects and as all are together; such issues can be easily resolved.
Customer Mapping is an extremely important tool to align organizational goals with customer requirements as it provides a bigger picture to the organization and unifies everything together. Employees start realizing that their internal issues are not (that) important and they have to be resolved to have a happy customer.
A happy customer is what will ensure your business keeps running.
A happy customer will make your business grow.
A happy customer is what you need.
Start mapping and start finding out how to have satisfied customers right from the start.