Our guide to Customer Journey Mapping
By Customer Service Solutions Group (Main Author Abbie Wood)
Here at Customer Service Solutions, we pride ourselves in providing business’ with the tools needed to ensure customer and employee satisfaction. Here’s our useful guide around Customer Journey Mapping and the 5 benefits you can gain from following it.
Customer Journey Mapping is one of the best and essential ways of improving your customer’s experience. It is a way to see what is working within the business and what needs to be tweaked, against a visual representation of customer interaction. From the initial interest of the customer, to the purchase of a product, CJM is apparent throughout.
So, what’s the point? According to Salesforce, 80% of customers feel that their experience with a company is as important as the product itself. This means that the overall experience should be positive, regardless of the quality of the product. CJM allow you as a team to tackle any issues and improve this customer experience.
1. Better understanding of overall customer experience
As already mentioned, CJM is essential to understanding customer experience. By being able to see the issues of the customer’s journey, your business can begin to tackle and improve elements of customer service to ensure an overall positive experience. Keeping your customers happy opens up plenty more opportunities and loyal customers. Understanding your customer’s experience is pivotal for your business if you wish to improve your customer service and create positive and loyal customer relations. The customer experience should be one of the most important elements to success, and so these interactions should be positive to ensure the loyalty of the customer.
2. Ability to identify if the customer journey is logically ordered
A customer’s journey should follow a logical order. If your business wants customers to have an easy, fuss-free experience, then their journey with you should be as simple and easy and possible. Whether this is achieved through marketing, social media campaigns, word-of-mouth referrals or personal interactions with employees, making a positive impression on customers through touch points is a beneficial way of improving the customer journey.
3. Identify and iron out any inconsistencies
One benefit of CJM is that it is a simple way of identifying the inconsistencies that may occur in the overall customer experience. By spotting these inconsistencies, your business can start to iron out any problems and ensure they don’t happen again. The visual representation also helps to pinpoint the exact issues and so the correct steps can be taken to tackle and fix them.
The use of CJM to find inconsistencies could be the most important, as the whole point is to improve customer experience meaning it is paramount to see where you are potentially going wrong.
4. Become more aware of your customers decisions
Without seeing your customers’ movements throughout their experience, it is hard to tell how they are making their decisions. CJM allows you to become aware of the movements and decisions and make judgements on how to persuade customer behaviour during their next visit.
By understanding these movements and reactions of the customers, it makes it so much easier to identify anything that is working well whilst also highlighting any issues.
5. Everyone within the company can understand the customer
Customer Journey mapping isn’t just for the managerial team to understand, the real benefit is that all employees can understand the elements of the customer. As a result, the whole team can work towards ironing out any issues that arise by working towards the same goal. If all employees are kept in the loop with this then a healthier working relationship can develop due to the sense of teamwork which is vital for business to flourish. In simple terms, if you look after your employees, they will look after the customer.