Customer journey mapping has become a favourite tool for visualising the customer’s experience.
When you do this exercise, you should keep in mind the goals you want to achieve. One of the most underestimated aspects of customer journey mapping is its ability to improve conversion by allowing all teams involved to better target their calls to action:
- Designers: to better understand the users’ context. They’ll get a clear picture of where the user has come from and what it is they are trying to achieve.
- Copywriters: to understand what questions users have and how they are feeling.
- Marketing managers: to discover an overview of the customer’s experience. They’ll see how customers move through the sales funnel, which will help them identify opportunities to enhance the experience. The map will show how enhanced customer service can differentiate the organisation’s digital experience.
- User experience: to identify gaps, or elements of the customer experience that are disjointed or painful, e.g.:
- Gaps between devices, when a user moves from one device to another.
- Gaps between departments, where the user might get frustrated.
- Gaps between channels (for example, where the experience of going from social media to the website could be better).
When we understand the journey customers are on, we can identify the best moment (also called ‘the moment of truth’) to ask them to respond to different calls to action.
For example, if users are early on in their journey, it may be more appropriate to ask them to sign up for a newsletter than place an order.
Let’s take a look at some useful tools.
Customer Journey & Experience Management tools
Running a customer journey workshop is often a convenient way of engaging with many stakeholders.
It’s also a great way to get key customers in, and these are the perfect soundboard for reshaping the user’s experience.
For more information about customer value, take a look at our customer value management guide.