This is exactly how it works with a customer journey map. You build quality, meaningful information into your map, and when it’s done “cooking,” you will be able to pull out everything you need to build a prioritized action plan for transforming your business. Then you can consistently delight your customers and keep them coming back for more. Sounds delicious, right? Let’s get started! Here are the ingredien ts you’ll need for a winning customer journey map. 1. Your Customers An important part to the mapping process is to talk to your customers. Before you do that, though, you must know who they are. Identify your customers and segment them, since different customers and customer types will have different journeys with your organization. You’re not going to map the journey for all of your customers. In the end, you’ll focus on those that meet your 80/20 rule. During this step, you’ll define your customer perso nas. 2. Customer Experience Lifecycle How do people become your customers? Once they are customers, how do they remain so and (hopefully) help bring new customers your way? This process is referred to as the customer experience lifecycle. You must define these phases for your business; different companies label the phases differently depending on their products and/or services, but phases typically look something like this: Awareness Information-gathering Selection Purchase Satisfaction Loyalty Advocacy Churn 3. Channels, Areas, or Departments/Divisions Define all the ways a customer could come into contact with your brand. Think in terms of broad umbrella categories for now. Examples of your channels might include: Advertising/PR/Events Digital Retail Store
Touchpoint Dashboard | 8918 W 21st Street North, Suite 200, PMB191 | Wichita, Kansas 67205 | 888 - 267 - 9454 Dealer/Broker Customer Service/Call Center Finance/Billing 4. Touchpoints Now it’s time to take an inventory of your touchpoints. A touchpoint is any point where the customer touches the company; an interaction is what happens at a touchpoint. To inventory your touchpoints, start with your list of channels from Step 2. List all touchpoints associated with each channel. Here are some examples of touchpoints for the digital channel: Facebook Twitter Website Microsites Web ads Searches Apps, etc. Next, think about how customers encounter each touchpoint. What touchpoints are present during each lifecycle phase? Organize and further define these touchpoints, taking into account the following: What is the business reason for each touchpoint (Why does it exist from an operations perspective? To educate, provide support, receive payment?) Why does the touchpoint exist from a customer’s perspective? To set you apart from a competitor, for repeat sales, to build loyalty? What databases and supporting applications enable these touchpoints?
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- Fall '15
- Brad Davis
- Government, Oxford Strategic Marketing, Customer Sales & Service, Customer Insight Forum