![]() Make sure everyone understands what they are and what the journey map is intended to do. You need a clear purpose for the journey map and a reason for its creation. In an increasingly competitive environment, a company’s ability to create positive customer interactions with their products, services and people influences future buying decisions and referrals. To obtain executive buy-in, it’s important to define the objectives of the customer journey map and educate leadership on why this is important and valuable to the business. This ensures the right cross-functional resources are committed to participating in the mapping process and taking ownership of the identified improvement initiatives. You’ll want to have a clear executive sponsor to champion the effort and to engage other members of the executive team early and often. How to Build a Customer Journey Map in 8 StepsĮxecutive buy-in is critical to any successful mapping effort. Avoid ‘blank sheet syndrome’ because even if your first step is a misstep, it’s a step and puts you way ahead of the game.Ī good customer experience journey map assumes you have the ability to collect and analyze customer feedback from all touch points, as well as the executive support needed to identify opportunities, remove obstacles and to work across the organization. So, where do you start?įirst, you need to start. Prospects need to be comfortable with you, and a rich history of satisfied customers does that.Īnd all the above will lead to increased revenue. No one is going to (or should) refer your business just to get an Amex card. Our customers tell us that our XYZ product is the best, why don’t you give it a try? Wouldn’t it be great to be able to confidently put this on your website… Knowing whether it’s your products, your people, your customer service ethic, your support offerings-or any combination-that persuades people to buy from you allows you to tailor your offer or provide more of that kind of offer. Imagine having that level of detail about your customer. Their focus on understanding buyer behavior and what they buy or are interested in allows them to propose additional products and services the buyer might not have considered before. A natural outcome of a good customer experience is knowing why customers came to you in the first place versus your competition. Journey mapping also provides visibility to all employees into what happens upstream and downstream of their interactions, improving their ability to deliver the desired experience. This process allows the company to break down silos, streamline services, tailor processes and operations to specific customer needs, and expose opportunities for increased customer interaction. Mapping the customer journey is critical to your company’s success and ability to become more customer-centric. “What would you Google to find us, what did we do or say that caused you to engage?” This is the gold we marketers are always on the lookout for. Loyal customers are also your best source of market research. There is literally no better way to differentiate yourself in this crowded market than proven results and satisfied customers. However, when your customers say it-that’s when it really counts and can make a significant impact in getting an (unknown) prospect to take the next step with you. ![]() It’s easy to say you’re better / faster / less expensive / more knowledgeable / give greater service / etc. This gives “weight” to what you say you do better than your competition. There are many business benefits, but here are some of the most valuable advantages: I was surprised by my results and how emotional the whole process was, which led me to write this guide on how to build your own customer journey map. I recently had the good fortune to participate in a mystery shopping experience where I could examine the various touch points within the organizations I contacted. The idea is centered on optimizing every touch point a client or prospect has with your company. It may sound daunting to pull together, but a customer journey map comes with a powerful impact on your business. By Cheryl Salazar, The Partner Marketing Group
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