Did you know? 84% companies that work on improving their customer experience end up observing higher revenues. This is why customer journey mapping is so crucial for businesses – to identify what a customer would need at each stage of the customer journey, thereby enhancing the customer experience. That being said, here are business benefits of customer journey mapping:
Better liaising between different divisions
Most businesses operate in silos, with departments such as product design, marketing, and customer support, as well as employees who are directly involved in business operations. Product creators think about the next idea to meet a consumer need, and marketing workers think about marketing and communication every day.
The client, on the other hand, would not see these divisions, or rather, would see the work of all these departments, as a single entity. When a consumer sees an advertisement, they don’t consider how well the message is written; instead, they consider whether the product or service will benefit them. Each division can better understand its position in a single, comprehensive customer experience by seeing the sum of the individual pieces.
Relating experiences with expectations
Customers will have positive or negative experiences in the past, as well as hopes about what will happen in the future, during their journey. A compelling advertisement can entice them to learn more about a product. They can check online reviews to see if the product lives up to its promises if the ad was specifically promising in the first place.
Similarly, if they have a bad customer service experience, they will not contact customer service again if they have a product issue. As a result, they can become discouraged and fail to resolve their issue, negatively impacting their experience. To build a combination of convincing interactions and excellent product/service delivery, business owners and managers must get into their customers’ minds and see it through their eyes to get a more accurate perspective of the customer experience.
A customer’s perceptions of what to anticipate from a brand are influenced by the experience they go through with a brand. If they’ve just bought a product, there’s no need to advertise to them; instead, they’ll need customer service help to get set up, as well as tools on how to get the best out of it. This is an obvious example, but understanding the customer experience’s chronology will help place the various pieces in context and optimise the overall experience.
Better understanding and feedback assessment
Seeing the brand and product/service from the eyes of the customer is the most critical part of the customer journey mapping process. When an employee works for a corporation, they naturally see the products/services they offer through a different lens. They sometimes become so engrossed in their own viewpoint that they fail to consider the customer’s perspective. Because of their lack of consumer empathy, they make mistakes about how they interact and distribute products.
Consider the owner of a pizza parlour. Perhaps the shop owner is obsessed with perfecting her sauce recipe day after day. Her clients, on the other hand, adore the sauce but complain that the pizzas are still burnt. She doesn’t understand her customers because she sees things from the eyes of an owner and doesn’t see things from their point of view. Customer journey mapping aligns us with what consumers are saying at any point of a brand’s engagement.
An easier and smoother customer journey
The customer journey timeline and procedures differ not only in terms of the sequence of events, but also in terms of the time it takes for such events to occur. The decision to work with a particular financial planner, for example, would require extensive background analysis and consideration, while the buying of a pack of gum in the supermarket checkout line will be more impulsive.
These time frames have an impact on the amount of knowledge a consumer needs and how they make purchase decisions. To guide purchase decisions, these time frames have to be mapped and fine-tuned to suit the needs of a customer at every stage of the purchase process.
However, mapping the customer journey can be a daunting task since not every customer will follow your predetermined customer journey map. To standardize customer journey, a business needs CRM and CEM services. Join Talisma’s elite clientele that consists of Axis Bank, HDFC Ergo, Sony, ITC, and much more. Visit Talisma to learn more.