Today, customer experience is at the forefront of company strategy across industries worldwide. According to a recent Gartner survey, 89% of companies surveyed plan to compete primarily on the basis of the customer experience by 2016. However, fewer than half the companies surveyed rated their customer experience as exceptional today, but two-thirds expect it to be so in two years. In order to thrive in today's customer empowered environment, companies need to deliver the best customer experiences when, where and how customers want it.
That can seem like a daunting task, especially when you consider the multitude of ways customers can interact with a company today. So how do you get started on the quest to create a more customer-centric culture? One way many companies are doing this is with customer journey mapping, a tool that helps them see what their customers see. It’s a process that captures the total customer experience across all touchpoints in an organization, letting you see, touch and feel what your customers feel when dealing with your company, and put all that information in one place.
Powerful Benefits of Journey Mapping
- Gain a better understanding of your customers – Journey mapping requires participants to step away from thinking about business processes and instead consider how a customer would feel about their interactions with your company. This shift makes it easier to think about how the company could do a better job delivering value to customers. It also allows you to establish a realistic picture of your business and design your customer experience from the outside in.
- Identify operational inefficiencies – Not only does journey mapping provide insight on all the interactions a customer has with a company, it also helps identify the gaps. By identifying and removing inefficiencies, you’ll not only improve the customer experience, but also potentially save the company money.
- Identify areas of differentiation – During the process, you might also uncover what your company does better than your competitors. Understanding that can help you leverage those key differentiators.
- Create a vision – A participatory approach unites team members in the common goal of improving the customer experience. This is an important benefit because customer experience should be the responsibility of the entire business, not just one person or department. Journey mapping provides a shared frame of reference and a shared language that can help a business evolve and stay competitive as technology changes established process and expectations. By gaining a deep insight into what your customers are doing, you can start to reinvent the customer experience.
- Create a plan of action – Customer journey mapping can be a catalyst for change. The overall goal is not just completing the process, but to come away with a clear direction on what should happen next, and who’s responsible for it. Even though a journey map is a powerful tool, a map is not a destination, the value is in its application.
Are you interested in doing a customer journey map, but aren’t sure how to start? We can help! Call or email for more information on how to leverage this powerful process.