Understanding a customer’s experience with a brand requires taking his or her point of view. As a result, many businesses are use customer journey mapping to examine the user experience and determine where changes may be made. Brands can create complete maps that highlight the customer’s motives and feelings along the path from potential to loyal customer by analysing quantitative data and stories from both consumers and staff.
According to research, 51 percent of customers leave a business due to a bad customer experience, while 81 percent believe that moving from one brand to another could be avoided by enhancing the customer journey and customer experience. So, how can you persuade someone who spent a significant amount of time exploring your website but did not make a purchase to convert? Or, to put it another way, how can you provide your consumers with the precise user experience that they expect?
Identifying customer pain points (Service and communication)
Customer journey maps enable companies to play the role of the customer. You’ll be able to detect communication or service gaps in your map when you analyse your present customer journey map, travelling from one touchpoint to the next.
For example, you may discover that there are too many steps in your buying process on the mobile version of your website and shortening your trip by only one step may result in an increase in sales. You could notice that your chatbot IVR isn’t routeing consumers quickly enough, or that your social media platforms are taking too long to reply to your customers.
Even the quality of service you provide on each of the channels you are present on has an impact on your client journey. Along the process, you may discover communication gaps within your employees that are impeding the delivery of an exceptional client experience.
Customer journey maps enable better customer experiences (CX)
As you examine all stages of a customer’s experience with your brand, you’ll be able to pinpoint where you’re falling short of expectations or outright repelling prospects and consumers. A researcher asked thousands of senior executives from organisations all around the world to characterise the B2B purchasing process in one word. “Hard,” “terrible,” “painful,” “frustrating,” and “minefield” were among the answers. In many situations, these heinous procedures are the consequence of disconnected periods in time, resulting in an inconsistent and unsatisfactory client experience.
By fixing these flaws, you can provide superior experiences that allow your prospects and consumers to connect with and purchase from your organisation as they see fit. This can result in shorter sales cycles and more happy, loyal consumers who make more purchases.
Gives you a competitive advantage and increases revenue
The trip mapping approach provides you with a competitive advantage: Your workers must talk about their clients’ experiences, sympathise with their requirements, and therefore enhance the service.
This is now significant, but in the future, it will be the deciding factor as to why buyers pick your product above all others. In 2019, 81% of businesses plan to compete primarily on the basis of customer experience.
A consistently excellent client experience will boost your company’s income through customer loyalty and word-of-mouth. Expertise driven firms gained revenue 1.4 times quicker and boosted customer lifetime value 1.6 times faster than other companies in 2018.
Improve internal collaboration and alignment
When you showcase the overall customer journey, everyone in the business can see their position in the storyline and how their job affects the consumer and your colleagues down the line. This, in turn, aids in the alignment of cross-departmental goals and the streamlining of CX activities.
Moreover, Companies that have a clear customer journey map are more likely to have cross-team collaboration and increased employee satisfaction. Because the customer journey map provides a bird’s-eye view of the whole customer experience, teams have a better knowledge of how someone becomes a buyer. Enhancing the overall (holistic) customer experience rather than separate components enables businesses to make better use of internal resources and get a higher return on CX expenditures.
Note: Customer journey mapping is a long-term endeavour. When you’ve accomplished the fundamentals, don’t forget to monitor and analyse feedback and outcomes. As a result, make the required changes to your customer journey map. It’s the only way of ensuring that your consumers always have a positive experience while engaging with your business.
If your business has been falling behind in the returns area and needs assistance with what is wrong in the buyer’s journey, our expert team can help map out a comprehensive and effective customer journey map to find those weak touchpoints and provide advise on how to improve them.