To understand the importance of customer journey maps you
must first look at the overall importance of customer experience. In 2020,
customer experience will overtake price and product as the key brand differentiator.
The brands that offer the best experiences will have higher levels of customer
loyalty which increases revenue growth and can also reduce cost.
It is vital that companies understand their customers and one
of the best ways to do that is to see the world through their eyes. This
enables them to ensure every interaction is as good as it can possible be.
Many companies understand the importance of CX but struggle with how to effectively deliver an exceptional one. That is where the customer journey maps come in as a core tool in your overall CX strategy.
What is a Customer Journey Map?
So, you are bought into the idea that CX is important, the
question then becomes how can you identify the weaknesses in your customer
journey. By identifying and addressing those issues you can improve customer
By better understanding your customers, you can better deliver on their expectations.
So, what is a customer journey map?
A journey map is usually a high-level map of the end-to-end
experience that can help you identify any sources of friction and frustration. Journey
maps are often created by those responsible for delivering the customer
experience and documenting what they think is happening. Although this can
often be a good start, it is essential that actual customers opinions are
It is a technique that allows companies to visualise the
path a customer takes from the first exposure through to the final purchase.
This can often also include the post-purchase experience as well.
A customer journey map is a tool used to visualise a
customers experience of interaction with your brand. This should be done from
the customers point of view as it forces you to look at how your customers
actually experience your brand rather than how you think they do.
Touchpoints Vs Journeys
There are many terms used around customer journey maps,
touchpoints, feedback maps and more. All have subtle differences and it can be
important to understand the difference.
A customer journey map can cover the entire experience from
the customer first defining a problem to using a product or service weeks or
months down the line.
Often companies will create customer personas to make
journey maps more relevant to different types of customers.
Once you identify all touchpoints you can then look at ways
to improve this experience. To do this you can use a touchpoint map to identify
the specific areas you want to measure and address. From this a feedback map
can be generated. This then allows you to survey your customers can collect
feedback on each relevant touchpoint. Your results can then be placed onto your
feedback map, allowing you to see a visual representation of your customers experience.
This can then highlight customer pain points and the highs
and lows of your customer journey.
Simply creating a map alone is not enough. You need to
understand how your customer feels during the overall journey and at each
touchpoint. This is where customer feedback is essential to help you improve
Taking your journey map and overlaying customer feedback
data can start to shed light on the touchpoints that need your attention.
Ask customers to identify which touchpoints are important to
them, perhaps rating different aspects of your service to help you understand
their prioritise against your own.
How To Create A Successful Customer Journey Map
There are some key elements to keep in mind when setting out
to create your Customer Journey Map.
- Don’t look from the wrong perspective: The
journey should be based on your actual customers experience and not one based
on your internal view on what the journey should be.
- Capture the entire journey: It is important to understand the entire end
to end journey. This helps get an overall picture of how your customers
interact with your brand.
- Identify moments of truth: Isolate the moments
that can result in make-or-break decisions for your customers and ensure you
are delivering at these key moments.
- Make It Actionable: Creating a nice looking map
is not the objective here. It should become an integral part of your CX tool
kit which is being monitored and updated frequently.
Benefits of Customer Journey Maps
McKinsey found that maximising satisfaction with customer journeys
can increase customer satisfaction by 20% and also increase revenue by up to
15%. It can lower the cost of serving customers by up to 20%. Basically, if you
implement a successful customer journey map program it will optimise your
overall customer experience and improve your bottom line.
Let’s take a look at a few more benefits of utilising
Customer Journey Maps.
- Improve Visibility: Get a wider view of your
overall customer experience
- Identify Pain Points: Pin point areas on your
journey map that are causing customer pain.
- Prioritise Improvements: See what issues are
having the biggest impact on the overall experience and implement changes to
- Bridge Internal Gaps: Many companies have a
siloed approach when it comes to communicating with customers and fail to exchange
data which stops them providing a seamless experience. Journey mapping allows
the whole organisation to see the big picture and how all elements work
- Create better experiences: By isolating
touchpoints where you are not meeting customer expectations you can address
them to improve the overall experience.
- Engaging Employees: Journey maps are a great
opportunity to engage employees and increase motivation.
- Kick Start Your CX Programme: Often companies
struggle with where to start their CX programme. A Customer Journey Map can be
a great starting point to start thinking about your customers experience and
identifying where you can make improvements.
The evidence shows that companies that utilise Customer
Journey Maps get rewarded and they help create a better understanding of their
customers. However, creating the map is just the start of your own journey.
Converting this into an actionable feedback map then enables you to visualise
your customer feedback and identify those areas in the journey that need
Wizu understands the importance of customer journey maps and
that is why we have our own journey mapping software built into our
conversational survey platform. Simply select a relevant map template or create
your own and Wizu can automatically generate a survey based on those touchpoints.
Then our reports will overlay your customer feedback onto your journey map,
giving you the ultimate view of your customers experience and helping you
identify where improvements can be made.
Get in touch with us today to see a demo of Wizu in action.