5 Tops Tips for Mapping The Customer Journey

Before we get into the tips for mapping the customer journey, I should clarify for those of you that aren’t familiar with Journey Maps what they are and how they can boost your revenue.

Increase Sales and Customer Loyalty by Mapping the Customer Journey!

A customer journey map is a visual representation of every experience your customers have with you. It helps to tell the story of their experience with your brand. From the original engagement through to a long-term relationship (fingers crossed!).

By following your customers journey, you can pinpoint any pain points, gaps or frustrations the customer may have. You can then create a plan to improve these.

If customers are diverting from the original goal or abandoning the journey altogether, you can make the necessary changes to steer them in the right direction. This is where the customer journey map becomes a tool you can use to increase revenue.

Here is my blog on how to create your own customer journey map if you’d like to explore mapping the customer journey in more detail. 

5 Top Tips for Mapping the Customer Journey

  1. Embrace that the journey is rational, emotional, and psychological.

  2. Look for the hidden aspects of a customer journey.

  3. Create a frictionless experience for your customers

  4. Create wow customer moments

  5. Nudge customer decision-making.

1. Embrace that the Journey is Rational, Emotional and Psychological

How is the customer feeling entering the experience? You need to understand how the customer is feeling so you can make it better.

Emotion plays an integral part in any customer journey with customers going through a range of positive and negative emotional reactions. To offer a good customer experience you need to ensure the positive emotions outweigh the negative.

While most people believe the choices they make result from rational analysis of available alternatives. In reality, emotions are the main drivers in the entire decision-making process.

2. Look for the Hidden Aspects of the Customer Journey

Here is where you begin to plot out what is happening in your Customer Experience. You should include where the experience starts, recognising it often happens way before the customer ever interacts with your business and often carries on after they’ve finished the experience.

Make sure you capture every aspect of the customer journey. What you may think is the end to end journey is often different to what the customer thinks the journey is.

For example, imagine going on holiday and staying in a lovely resort hotel. From the moment you arrive with your welcome cocktail to your last meal before you leave. What is your customer experience journey, how is the hotel making this a good customer experience?

Did the hotel think about the shuttle bus that picked you up from the airport as part of the experience? After all, first and last impressions matter!

Or was the experience measured from the moment you arrived and received a welcome drink?

3. Create a Frictionless Experience for Your Customers

Customers will abandon the buying process if they’re met with a complicated purchasing experience. You should minimise the number of clicks your customer has to perform to buy your product or find more information on your product.

A great example of a frictionless success story is Domino’s. The popular pizza company realised that people wanted to buy online, but they were turned off by a long checkout process. They decided to revamp their website to reduce the number of steps from over 25 to only a few steps, and their conversion rates skyrocketed.

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