Customer Journey Map

When you get into a car you know where you're going. Many of us nowadays even have a GPS and we put in the coordinates with the option of going the fastest route, the scenic route, the ‘avoid-toll-road’ route and so on.

This need to know where we're going, when we will get there, what the journey entails along the way, is so automatic that we often don't even think about it and travel on autopilot. If you think about your customer, they want the same options and experience.

Do you give it to them?

Do you deliberately and intentionally decide what will happen at each point of contact with the customer, what questions  they might be asking, how they want to feel, what risk they are concerned about at each point? 

Do you consider which of your team needs to be involved at each touch point and what processes you want them to follow, what forms and procedures you have in place to ensure a smooth and consistent experience?

When all of these points are taken into consideration, it becomes very easy to plot out what is commonly referred to as a customer journey map. Creating a customer journey map enables a company to be deliberate and intentional about every aspect of the customer journey and touch points.  This also makes it clear for the team what the expectations upon them are - What questions to ask, what processes to follow, what forms to fill in, and what brand image they are to portray in all their interactions and behaviour.

This creates a consistent, repeatable and memorable experience.

Creating a customer journey map does not need to be difficult.  Often just starting will give the momentum for a business to see what processes they do have, what is actually being done and highlight the areas for improvement. You can start in the marketing space looking at how a prospective customer might find you, and then upon engaging with your marketing, what the next step would be.  Alternatively you can start from the moment at customer does actually contact you and plot your journey through to when they receive the product/service and pay for it and/or how you will treat them as a repeat key account. 

For ease of reference and understanding, these are normally shown in a table that one can follow, much like one follows a map when driving. Below is a simplified version of this.

If we can help please do get in touch 

Here’s to your success!