7 Steps for an Impactful Customer Experience Journey Mapping

The journey of the customer starts way before they onboard and continuous even after they leave. We can divide the journey into 3 major parts: Presales, Sales, and being a customer. Mapping the customer journey will help you in identifying the customer pain points, opportunities to increase customer engagement, and help in providing an optimal experience.

Defining the scope of work & goal

Start your first step by defining the scope of work clearly. For example, you might have different services or product offerings with a different customer base. Focus on the most straightforward service or product and start working from there.

Nextly, define the goal of doing this activity by clearly stating the objective and expected outcome. So that you will have a clear path to focus on.

Customer Persona

Create Personas

Creating personas can be done in two ways,

1. In case if you don’t have the customer data or real one, you can create the ideal proto persona by assuming the background details.

2. If you have the data and real customers then start interacting with them to understand them and collect insights.

While interacting with the customers, get to know about them from their perspective as in observing the obstacles/challenges that they are facing while purchasing/interacting with your service or product, or brand. Ask them to honestly open up the hard truth about their experience with the brand. The more open they are, the more you get to know about the problem. Also, don’t ignore the rest of their world because you just focus on your brand.

Tips — While documenting, use the “I” statement where it makes a huge difference. (For example — I purchased the product through a mobile app instead of the customer purchased the product through the app).

Collect and review data

A different survey, which would help is

Customer Satisfaction survey is also known as CSAT:

CSAT is a type of survey mainly used to gather customer feedback at the end of performing each activity which will help in measuring the effectiveness and in fine-tuning the particular part.

Few examples,

1. Ask them whether they have liked the article

2. Once after solving the ticket ask them how much they are satisfied with the solution.

Net promoter score (NPS):

NPS is mainly used to measure customer loyalty.

For example

1. How likely are you to recommend our product to someone?

Based on the customer’s responsibility, we can come up with data on how satisfied they are with features or experiences.

how to measure net promoter score
how to measure net promoter score
  • Promotors (9–10) are loyal who will keep buying and refer others, fueling growth
  • Passives (7–8) are satisfied but customers who are vulnerable to competitive offerings
  • Detractors (0–6) are unhappy customers who impede growth through negative word of mouth.

Other most common surveys like transactional surveys, social media comments, feedbacks, and tickets can be taken into account.

Get the Right Team

For example,

  • Executives (CEO, CXO, CMO)
  • Receptionist, front line workers, cashier, sales rep, and customer support executive, etc.

The Thumb rule of ideation is to highlight the moment of truth and to accept the real facts about customer experience towards the brand.

Touchpoints & Emotional Mapping

Depending on the industry, niche, and size of the business the touchpoints may vary. But the most common ones are

1. Awareness & Consideration

2. Decision and Purchase

3. Retention and advocacy

Few examples of channels are Podcasts, Blogs, Instagram, Youtube, Website, Facebook, Twitter, etc.

Tips — You can mark the channels and touchpoints in symbol or iconography representation for easy understanding.

Emotional Mapping

Map the different emotions of your customer at different touchpoints. Use the emotions to find out the opportunities to delight them by personalizing and by reducing the friction gap.

customer journey mapping
customer journey mapping

Check and validate

Take Action & Implement it

1. Is it worth the investment to fix it?

2. How feasible is this change?


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