Mapping the Customer Journey
Many of us know what it feels like to be a truly valued customer, but all of us can remember a time when things have gone wrong. While honest mistakes are part of life, how those times are handled can make a customer experience good, bad, or down-right ugly. When considered individually, these data points have the potential to provide a captivating story for a few friends, but by tracking and comparing these experiences as a group, it is possible to find key trends and opportunities for systematic improvement.
The Challenge:
Capture satisfaction, context, and importance of each touchpoint in the customer experience
The Outcome:
An illustrative map of the CX including the sales loop and actual vs. potential barriers
The Impact:
Prepared the Executive Team to create actionable plans with cross-functional departments, increased customer advocacy >20%
My Process:
Reaching out.
Internal interviews, online surveys, field visits, phone calls – all to gather qualitative and quantitative data about the customer experience from first contact through engagement and long-term loyalty
Charting the insights.
Starting with the known stages of user interaction, then pulling back the curtain on all the subtasks and sub-interactions that are part of the experience, paying particular attention to the emotional highs and lows
Sharing the results.
Showing a visual of the “normal” baseline to offer transparency to all steps, give context for needs, clarify customer end goals, identify areas for improvement, and recommend projects key to customer retention