We have talked about the customer journey map before, but I want to revisit again with a deeper look at each step in the creation of a customer journey map.
So, what is a customer journey map? Let’s start there. A great customer journey map documents your customer experience from your customer’s perspective. That is the key. You have to truly put yourself in your customer’s shoes and be a customer. The customer journey map helps you understand not only how customer’s interact with you today, but it also identifies improvement opportunities.
Another way to think of it is that it is the framework that maps out the resident lifecycle. This exercise enables you to improve your customer experience by helping you better understand how customers are interacting with you, what interactions they highly value, and what areas you need to invest in moving forward. And, that is half the battle!
Every customer journey map is different, and they should be. There is no template to follow or even a standard. This is a good thing, because you can do what works for you. However, here are 4 steps to create an effective customer journey map.
1. Segment your audience
Know whom you are going to map first. Your different segments have different customer experiences. You must identify each group’s behaviors. Include a summary of the group, quotes from surveys, and identify specific behaviors. This will help you stay focused.
2. Evaluate each phase of the customer experience or resident lifecycle.
Phases include awareness, research, choice reduction, purchase/lease, residency, and loyalty. Don’t forget to focus on emotions when evaluating the phase.
3. Identify Touch Points
Create a map of every possible touch point for the customer segment. Google, ILSs, word of mouth, etc. Map where each touch point falls into the phases. It could be in two phases. Keep in mind that this includes touch points that are out of your control.
4. Measure Satisfaction
Now note the satisfaction with each touch point. This will show you if you have over invested in an area.
After you create the map, you will know all the details and can evaluate and prioritize your projects and initiatives. You know where your impact is, so it makes everything much less overwhelming.
But don’t get too comfortable, because the more you understand the customer journey, the better you can manage the experience and relationship. The designing of the customer experience is a process, a never-ending process. This isn’t a project you will push out as a finished product. Every new customer is part of the process and influences future design changes.
Besides these 4 steps to create an effective customer journey map, what has worked for you?
Social Insight Thought Leader