Customer journey map – the gate to the customer’s heart

Customer journey map (CJM) is a methodology that visually illustrates what customers think, feel, see, and talk, but also the employee experience and point of view during the process.

CJM use real client’s profile and the situation to design based on reality. It is recommended to use a negative example as a study case. But if the business is a startup, then a very contrary hypothesis is better to use and improve, to prevent bad experiences after. Persona, meaning a real client or a profile close to reality must include not only statistical data, but also information about social behavior, expectation, beliefs, and verbatim from qualitative internal and external research.  CJMs describe key touchpoints where customers interact with the company.

Take a walk in your customer shoes

Defining customer’s emotions and experience along the way, we can identify the spots where the customers’ interaction with the company is challenging or satisfying.  Is confirmed that putting in customer’s shoes first is the best way to increase your business and customers satisfaction. CJMs also identify interactions that are particularly important for the customer and the company. To add emotions when designing a process has a significant impact on finding the key for customers heart.

CRM data and social media reviews may point out the steps where customers cancel service or stop buying. In the opposite, it can be identified the most often moment when customers renew or cross-sell.

After designing the customer experience, is the time to focus on employee journey from process, touchpoints, and emotions perspective. Including in the CJM process, the all departments employee that interact with the clients is ideal because they can provide real feedback from the field.

Managers already know the moments of truth, but they need confirmation. When asked to identify the mission-critical touchpoints for customers, they can boldly and point to the specific moments that matter most.  Often, the front office staff as customer service claims or sales know which steps tend to be hot pain points for customers, and which are not.

 

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