Customer journey map: What it is and why you need one
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A customer journey map is a visual storyline of every engagement your customer has with your service, brand, or product. The creation of a journey map puts you ... Product Pricing Resources Getstarted DelightedBlog ExperienceManagement101CreatingSurveysDistributingSurveysReporting&AnalysisTakingAction Product Pricing Resources Signin Getstarted Categories ExperienceManagement101CreatingSurveysDistributingSurveysReporting&AnalysisTakingAction Whenyouthinkofyourcustomer,whocomestomind? Canyounametheirintentions,motivations,andpainpoints?Betteryet,doyouknowwhytheyarechoosingyourcompanyamongcompetitors? Definingcustomerneeds,problems,andinteractionswithyourcompanymayseemoverwhelmingandattimes,unnecessary.However,understandingeverycustomer’sexperienceateachstageofthecustomerjourneyiscrucialforturningbusinessinsightsintolong-termimprovementstrategies. Creatingacustomerjourneymapcanhelpyouandyourcompanyvisualizehowcustomersfeelatallbrandtouchpointssoyoucanavoidpotentialissuesaheadoftime,increasecustomerretention,anddiscoverkeyinformationtomakethebestdecisionsforyourbusiness. Inthispost,wewillcover: Whatisacustomerjourneymap?Howcancustomerjourneymapsimprovecustomerexperiences?WheredoIstartwithmycustomerjourneymap?Whyaresurveyscrucialfordevelopingmycustomerjourneymap? Whatisacustomerjourneymap? Acustomerjourneymapisavisualstorylineofeveryengagementyourcustomerhaswithyourservice,brand,orproduct.Thecreationofajourneymapputsyoudirectlyinthemindoftheconsumer,soyoucanseewhereyoumaybemissingthemark,whatyouaredoingright,andwhereyoucanmakeimprovementsacrossthecustomerlifecycle. Ajourneymaplaysoutalltouchpointsthatyourcustomermayhavewithyourbrand–fromhowtheyfirstheardofyouthroughsocialmediaorbrandadvertising,totheirdirectinteractionswithyourproduct,website,orsupportteam–andincludesalloftheactionsyourcustomertakestocompleteanobjectiveacrossaperiodoftime. Usingacustomerjourneymaptoimprovethecustomerexperience Outliningyourcurrentprocesseshelpstovisualizewhatthecustomerisexperiencinginrealtimeandmayunveilcommonpainpointsthatneedtobeaddressed. Throughthisexercise,you’llalsobeabletoconnectwithyourbuyerandinturn,influenceyourorganizationtoprioritizethecustomerexperience(CX)throughsharedunderstanding. Gainingadeeperunderstandingofyourcustomer “Experiencemapslookatabroadercontextofhumanbehavior.Theyshowhowtheorganizationfitsintoaperson’slife.”-JimKalbach,authorofMappingExperiences Howdoesyourcustomerfeelwhentheycan’tgetintouchwithcustomerserviceonanissuethey’reexperiencing?Or,iftheirpackagedoesn’tarriveontime? Youmaybeimaginingasituationwherethoseinstanceshappenedtoyououtsideoftheworkplaceandcanrememberfeelingsoffrustration.Youassumethiscustomermayfeelthesameandcanrelatetotheirsentiment. Theabilitytoestablishempathyforyourcustomersandidentifyhowthey’refeelingateveryturniswhatmakescustomerjourneymappingapowerfulexercise. Acustomerjourneymapexpandsthatempathyonabroaderlevelsoyouhaveatrueunderstandingoftheirexperienceandcanbemeaningfulinyourorganization’scustomerexperienceimprovementstrategies. Yourmapcanhelpanswerquestionssuchas: Ismyonlineinterfaceuser-friendlyandmatchingcustomerexpectations?Whyistheusernavigatingawayfromthesitesoquickly? Howoftenismycustomerreachingouttocustomerserviceandistheteamabletoaddresstheissuesinatimelymanner?Howisthecustomerinteractingwithmybrandbeforetheydecidetomakeapurchase?Howaretheyfeelingatthisstage? Understandingthecustomerfromanempathetic,bird’seyeviewmeanshavingadeeperinsightintotheirneedsateverytouchpointsoyoucanimproveCXprocessestomeettheirexpectations. Creatingacustomer-centriccompany Aligningtowardsthesamecompanyobjectivesisessentialforstrategiccustomerexperiencegoalplanningandsuccesstracking.Whenyoucreateajourneymap,youhaveacustomer-centeredtooltorefertoanddistributeacrossthecompany. Withyourcustomerjourneymap,youcan: UseyourmaptotrainteammembersonCXstandardsandbestpracticesPresentthevisualdiagramincompany-widemeetingstomapoutcustomer-focusedquarterlygoals Includethesalesteaminyourmapassessmenttoimproveonboardingflows Reviewthemapwithyourcustomerserviceteamtostrategizehowtoreduceobstaclesthroughoutthecustomerlifecycle Usingvisualmappingtotellastorytoyourcompanywillnotonlysetaunitedstandardforexceptionalcustomercare,butimprovecustomerexperienceandcustomerretentioninthelongrun. Customerjourneymapdesign There’snocorrectorincorrectwaytocreateacustomerjourneymap.However,beforeyoubegin,consideraligningyourmapwithachosencustomerpersonaandthinkthroughwhichjourneysandstagesmakethemostsenseforyourbusinesstomeasure. Creatingacustomerpersona Acustomerpersonaisafictionalcharacterthatrepresentsyouraveragecustomerbasedonuserandmarketresearch.Imaginingthispersona’sage,jobfunction,personalgoals,etc.canhelpyoustepintothecustomer’sshoesandthoroughlydevelopthecustomerjourneystory. Startbycreatingthreepersonasatmosttohelpinnarrowingyourcharacteranddesignfocus. Decidingwhattomeasure Next,youwillneedtodecidewhatyouwanttomeasureandwhatgoalyou’retryingtoachieve. Perhapsyouwanttorevisitcurrentcustomersuccessprocessesortakeacloserlookatyourprospect’sexperiencethroughthesellingtimeline.Whateveryouchoose,yourcustomerjourneymapiscustomizableandshouldevolveovertimetomeetyourbusinessneeds. Organizingwithtouchpointsandstages Asyoubeginyourcustomerjourneydesign,youmaywanttoorganizeyourmapwithtouchpointsandstages: Identifytouchpoints:Atouchpointisanymomentacustomerinteractswithyourbrand.Fromadvertisements,toathankyounotetheyreceiveafterapurchase,considerincludingthesetouchpointswithinyourmapsoyoucancollectfeedbackandidentifypatternsonhowthey’refeelingateachinteraction. Writeoutthestages:Everytimeyourcustomerengageswithyourbrand,thereisagoal-drivenactionbehindit.Breakdownthecustomerjourneyinstages(orphases)basedonthecustomer’sneedthroughouttheirjourney. Mappingoutpersonasanddefiningspecificcustomertouchpointscanseemtime-consuming.UseExceldocumentstoorganizeyourmaporworkfromcustomerjourneytemplatessuchasQualtrics’JourneyMapTemplatetosetasimplefoundationforyourdiagramcreationprocess. Usingsurveydatatoboostyourcustomerjourneymap Researchiscrucialtofindoutyourcustomer’smotivations,roadblocks,continuedpainpoints,andsuccesses.Ifyoudon’thavethesurveydatatoanswerthesequestions,youcouldbebuildingyourmapfromassumptions,leavingroomformisguidedstrategicplanningdowntheline. ConsiderusingNetPromoterScore(NPS),CustomerSatisfaction(CSAT),orCustomerEffortScore(CES)surveystocapturefirst-handcustomerfeedbacktoincludewithinyourcustomerjourneymap.Then,choosebetweenavarietyofsurveyingchannels(Email,SMS,Web,Link,orSDK)toreachyouraudiencewherevertheyare. Herearesomequestionexamplestoincludeinyoursurvey: [CSAT]:Howsatisfiedwereyouwithyouronboardingexperience? [CSAT]:Howsatisfiedwereyouwithourcheckoutprocess? [NPS]:Howlikelyareyoutorecommendthissolutiontoyourpeers? [NPS]:Howlikelyareyoutorecommendthisstoretoyourfriendsorfamily? [CES]:Thewebsitemadeiteasyformetocompareoptions[CES]:Thesupportrepsmadeiteasytogetmyquestionsanswered Afteryouselectyoursurvey,question,andchannel,specifywhenandhowoftensurveysaretriggeredthroughoutthecustomerlifecycle.Beforeyouknowit,yourcustomerjourneymapincludesup-to-datefeedbackforyoutostartanalyzingandactingonCXfeedbackregularly. TIP:Togetgreatercontextbehindacustomerexperienceateachjourneystage,createcustomizedfollowupquestionsafteryourinitialsurveyquestion.Fromfreeresponsetomultiplechoice,craftupto10AdditionalQuestionstogiveyourjourneymapaboostwithdetailedverbatimfeedback. Delightedmakesiteasytoasktherightquestionsattherighttime.Signupforafreetrialtodayandbegincraftingimpactful,automatedcustomersurveystoincludewithinyourmappingjourney. Additionalcustomerjourneymapresources Foradditionalresources,checkoutthesearticlesonhowtooptimizeyourcustomerexperienceprogram,andthequestionsyoucanaskateachstageofthecustomerjourney: 7tipsforaneffectivevoiceofthecustomerprogram 52popularcustomersatisfactionsurveyquestionsbycustomerjourney Howtokickstartacustomerexperienceprogram Yourultimateguidetocustomerjourneymapping AboutAlexBischoff AlexBischoffisaContentStrategistandhasworkedinexperiencemanagementfor5+years.Alexhasapassionfordiscoveringanddeliveringcontentthatwillentertain,teach,andinspireteamstocreateexceptionalexperiences.Whensheisn'thikingaroundtheSeattle,WAarea,youcanfindhertryingoutthelatestrestaurantsorbingeingtruecrimeonNetflix.More Customerjourney Getmoretipsandtricksforcraftingworld-classexperiences,deliveredtoyourinbox. Signupnowandsurveycustomersforfree.You'reminutesawayfromgettingfeedback! Getstarted Freeguide Unlockthesecrettocollectinginsightfulcustomerfeedback Gettheguide Product NPS eNPS CSAT CES 5-star Smileys Thumbs PMF Email Web SMS Link iOSSDK Reporting DelightedAI Testimonials Features Integrations Customers Enterprise Pricing Livedemo Resources WhatisNPS? NPSexamples NPScalculator NPSbenchmarks WhatisCSAT? WhatisCES? Help HelpCenter Mobileapp APIdocs Contact Company Delighted+Qualtrics Partners Blog Jobs Security Terms Privacy ©2013–2021Delighted,LLC NPSisaregisteredtrademark,andNetPromoterScoreandNetPromoterSystemareservicemarks,ofBain&Company,Inc.,SatmetrixSystems,Inc.andFredReichheld.
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