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Customer Journey Mapping

What is It?

It's a story or infographic of the customer's experience, from initial contact, through the process of engagement and into a long-term relationship. It puts the customer front and center, considering their feelings, questions, and needs throughout their interactions with a company. The end goal is to teach organizations more about their customers, from the customer's perspective. More often than not, unfriendly or duplicate processes become apparent; service accessibility gaps are suddenly glaring; and lost sales opportunities are uncovered.

Components of a Customer Journey Map

Key elements to consider include:

• What are the definitions of "the customer" and the nature of the "the journey?"
• Customer actions - what are the steps they take in your process?
• Touchpoints - at what points in the the process do they interact with your process?
• Emotions - what are they feeling during these touchpoints?
• Moments of truth - what are the "make or break" moments in their journey that you can improve upon, based on your findings?
• Make the improvements - reap the benefits!

What are the Benefits?

According to McKinsey & Company, journey-lead transformations:

• Increase customer satisfaction more than 20%. 
• Lower the cost to serve customers by 20%
• Increase employee engagement up to 30%
  

If you are interested in learning more about Customer Journey Mapping, contact us. We will be happy to discuss with you how it can help you reach your goals!

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