Customer Journey Mapping
Good service is not enough, and Customer Journey Map helps you rediscover the customers you should care, redesign your customer journey, so you can impress your customers in the experiential economy.
Getting everyone at stake on board
Providing excellent customer journey is not a one-man task. It involves redesigning the service flow and process behind to make it effortless and accessible to our customers. It takes effort and a lot of changes. So it cannot be done without everyone at stake on board.
Identify the customer group for journey customization
Different customers go through the journey differently, wanting and hating different things. So before the design process, we have to know the core customer types, what they want, hate, and don’t care respectively, and design the journey accordingly. Sometimes we have a group of customers in higher priority, the journey should run smoothly and easier for this group first.
Map out the customer journey
The customer journey is long and complicated, with lots of touch points, with different teams and channels involved. Before identifying the points that impress or irritate customers most, it helps to map out the customer journey on a customer journey map
Identify what customers care and hate in the journey
The best way to know what customers care (moments of truth) and hate (pain points) in the journey is to talk to them directly or to people who know them. Some good practices including customer in-depth interviews, crew interview, and customer service case studies.
Align findings and redesign customer journey
With the customer journey map completed, it is crucial to have all stakeholders on the same page regarding what the customer journey looks like, what the targeted customer care, and what they care and hate. Then it is time to redesign the customer journey that takes out the pain points and makes our customers happy.
Develop sustainable practice to measure and reinforce
Effective implementation is the key to an excellent customer journey, but it can only be done with regularized measurement and reinforcement. Developing measurement metrics, setting regularized, assigning leaders to oversee the entire customer journey and solve problems in the way are all crucial aspects of success.