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5 Major Reasons You Should Map The Customer Journey - 11-20-2020by Kelechi Okeke - CXService360 - Customer Service Articles, Stories & Resources - https://www.cxservice360.com5 Major Reasons You Should Map The Customer Journeyby Kelechi Okeke - Friday, November 20, ou-should-map-the-customer-journey/Today before any business can satisfy its customer needs or even exceed their expectations, goodknowledge of what the customers truly want is required. This entails having an end-to-end understandingof the customers’ journey with the brand, from the awareness to loyalty stage of the buying cycle. ACustomer Journey Map is a powerful tool for achieving this.A Customer Journey Map is a diagram that shows how customers go through each stage of the buyingcycle with a brand, from the customers' point of view. The customer journey map highlights keyinteractions as well as customer motivations and emotional state at each touchpoint as they go through thebuying cycle.Image: venngage.com1/5
5 Major Reasons You Should Map The Customer Journey - 11-20-2020by Kelechi Okeke - CXService360 - Customer Service Articles, Stories & Resources - https://www.cxservice360.comHistory of the Customer Journey MapI was unable to identify the exact origin of the Customer Journey Map, but from my research, the conceptevolved from Jan Carlzon's Moments of Truth which advocated for an ecological view of the customerexperience that involved looking across touchpoints.Oxford Corporate Consultants (now OxfordSM) first introduced the concept of customer journeymapping in 1998 during their work with Eurostar to establish and implement a corporate mission andbrand proposition.OxfordSM continued to use the concept widely after this, even with the UK Government through whichthey eventually published the Customer Journey Mapping Guide for Practitioners.Today more brands are turning to customer journey maps to gain insights into their experience. Here are 5major reasons you should also map your customer journey.#1. Identify gaps & opportunities for improvementA customer journey map is a great tool to visualize how your customers go through each phase of thebuying cycle, from Awareness to Advocacy (or Detraction). It outlines steps taken by the customer, theirgoals and motivation at each phase.With this visual laid out before relevant stakeholders in an organization, it is easier to understand thecurrent customer experience, identify pain-points and process gaps, as well as opportunities to improvethe experience at each stage of the journey.#2. They Improve PersonalizationThe use of personas in Customer Journey mapping makes it possible to understand how differentsegments of customers go through the buying cycle. The customer journey for a 19-year-old is going tobe vastly different from that of a 47-year-old business executive.2/5
5 Major Reasons You Should Map The Customer Journey - 11-20-2020by Kelechi Okeke - CXService360 - Customer Service Articles, Stories & Resources - https://www.cxservice360.comImage: uxpressia.comTo get better engagement with the younger demographic and drive more awareness at the first stage of thebuying cycle, a brand might decide to collaborate with major influencers to create appealing content oruse social media ads to reach the targeted audience. To reach the older demographic, they might considerrunning ads in major business papers or magazines.Having insights into the customer journey of various segments empowers brands to personalize theexperience at each touchpoint for the customers and in turn, drive revenue via higher conversion rates#3. Eliminates Organizational SilosThe Customer Journey Map makes it possible for various stakeholders within an organization to see how3/5
5 Major Reasons You Should Map The Customer Journey - 11-20-2020by Kelechi Okeke - CXService360 - Customer Service Articles, Stories & Resources - https://www.cxservice360.comtheir roles affect the customers at each stage of the buying cycle.This unified view of the customers' journey eliminates silo thinking as previously isolated departmentsnow have a shared goal to improve the experience at each touchpoint and phase of the journey.#4. Allows Targeted effort on key issuesThe Customer journey map makes it possible for a business to identify gaps in processes at each stage ofthe buying cycle as well as opportunities for improvement. This enables the business to concentrate itsefforts and resources on what matters most at each stage of the customer journey to maximizeeffectiveness.#5. A powerful competitive edgeIt is no longer news that the best performing brands today are those who have put customer journeymapping at the centre of their CX Strategy. This allows the businesses to tailor their business and itsprocess around the customer as against trying to make the customers fit into their processes.4/5
5 Major Reasons You Should Map The Customer Journey - 11-20-2020by Kelechi Okeke - CXService360 - Customer Service Articles, Stories & Resources - https://www.cxservice360.comSource: Aberdeen Group ResearchAs a result of adopting this strategy, the customers have more awareness of the brand, less frictionachieving their goals and a personalized experience at each stage. This allows such brands to easily standout from the competitionCustomer journey maps empower businesses to see the big picture and understand the customers, theirneeds and expectation as they go through the various phases of their lifecycle.Considering that customer experience is the new battleground for brand loyalty and a uniquedifferentiating factor for companies, it is essential that businesses who wish to grow and remainrelevant in the market place begin to map their customer journey.PDF generated by Kalin's PDF Creation Station5/5Powered by TCPDF (www.tcpdf.org)
5 Major Reasons You Should Map The Customer Journey - 11-20-2020. by Kelechi Okeke - CXService360 - Customer Service Articles, Stories & Resources - https://www.cxservice360.com. History of the Customer Journey Map. I was unable to identify the exact origin of the Customer Journey Map, but from my research, the concept
