- Do good products and services, customers are still not satisfied, loyalty is still very low?
- Waiting times for customers are still long, asking for help is still difficult, there is no experience in the purchase process, there is no bright spot…
- No matter how good the service is, it is still poor?
What is Customer Journey?
Regarding the process of consumers from cognizing the product to purchasing the product as a journey, it is called the “customer experience journey.”
The customer journey map can be used to describe the story of a certain role customer in a specific scenario. Including customers from the first contact with the product, touching the various touch points of the product, and ending the use of the product at the end.
It can clarify the key interaction channels between the customer and the product, and by observing and analyzing the user’s behavior, thoughts, and emotions at various stages, it can help optimize the product process and solve the pain points.
The customer Journey Map helps you get to know your customers again, redesign your customer journey, and ensure we reach every customer with an exceptional customer experience.
A customer journey mapping is a visualization of the process a person goes through in order to achieve a goal. It is used to understand and solve customer needs and pain points.
An Example of The Customer Journey
The following is a simple example to illustrate what is meant by “customer experience journey”.
- The temperature drops, and the chill is gradually coming.
- I want to buy a winter jacket.
- I searched a certain online store, and found a few satisfactory products, the price fell between $400 — $500
- I shop around and check other shopping sites to see if the same item is cheaper
- Finally, I went back to the original online store to place an order and bought a jacket for $400
- After the delivery, I felt that the texture and color did not differ from the photos on the Internet, and I was wearing it It feels comfortable and warm. Next time I buy new clothes, I plan to buy them at the same store
The Elements of Customer Journey Map
Steps for Creating Customer Journey Map
I listed six simple steps to perform a customer journey mapping
- Invite stakeholders to participate — Many services and internal workflow are not designed to make customers more comfortable and convenient during the journey at the beginning of design. Therefore, before design, all stakeholders (including direct contact with customers and backstage support members) should consider and work together to change so that customers can enjoy the journey.
- Find the target customer base — Every customer has his own unique customer journey, and what he likes, cares about, and hates on the journey is different. In the design process, we should first understand the characteristics of the target customer group, what they like, what they don’t like, what they don’t care about, and then design the customer journey suitable for them according to these characteristics. For some of our more valued customers, we should give priority to whether their journey is easier and more comfortable.
- Create the customer journey map — The customer journey is generally very long and complex, with dozens or even hundreds of touch points, in which different teams, departments and channels in the enterprise participate. Before we consider which touch points are most concerned about or dissatisfied by customers, it is also a good choice to outline the overall journey first. We call this a customer journey map.
- Identify the concern, joy and pain of Customers — The best way to find customer concerns and pain points is to directly ask them or ask people who are in frequent contact with customers. Some methods to understand customer concerns and pain points include in-depth interviews, employee interviews, and customer case analysis.
- Review the results and redesign the customer journey — After investigations, stakeholders have a deeper understanding of customer journeys and customer aspirations, and an understanding of customer preferences, concerns and pain points is even more critical. After the consensus is over, we can start to redesign the customer journey to remove pain points and add value-added points to the customer journey. In the process of redesign, professional facilitators can make it easier for the team to stimulate creativity and make decisions.
- Regular review, measure and strengthen mechanism for improved customer journey — Perform measurement and reinforcement mechanisms are at the core of providing a comprehensive customer experience. The key to success is to establish a benchmark for measurement indicators, and to have a dedicated person responsible for improving the entire customer journey and solving the difficulties in it.
Create Customer Journey Map using Online Tool
Visual Paradigm Online (VP Online) is an online diagram software that supports Customer Journey Mapping, various charts, UML, flowchart, rack diagram, org chart, family tree, ERD, floor plan, etc.