How To Bring Your Customer Journey Maps To Life
Customer journey maps are a vital way of helping companies understand their customer experience. By mapping out the touchpoints in your customer journey you can help identify weaknesses and address issues. So let’s take a step back and talk about exactly what a customer journey map is.
What Is a Customer Journey Map
A journey map is a high-level map of the end-to-end experience that can help you identify any sources of friction and frustration. It is a technique that allows companies to visualise the path a customer takes from the first exposure through to the final purchase. It can often include the post-purchase experience as well.
Across these stages, key touchpoints are laid out where common interactions take place but simply defining these touchpoints is not enough. These often become static and obsolete as soon as they are created. You need to collect feedback in order to help identify where issues are and prioritise improvements.
This can be done in a number of ways but in this blog I will explain the approach we take at Wizu to take your static map and turn it into a dynamic conversational survey.
Wizu Customer Experience Feedback Maps
One of the common issues we hear from companies is that they feel they don’t have full visibility of the full customer journey and although survey data is valuable, it can lack some context and doesn’t pinpoint specific touchpoints that they can improve.
So, we decided to create a solution that would combine journey maps with conversational surveys to make an innovative and new approach to understanding customer experience.
So how does this work?
- Build out your customer journey
Wizu allows you to easily map out your Customer Journey with relevant stages and touchpoints. You can assign various scales to each touchpoint and assign keywords for text analytics theme matching. For example, the hotel map presented here features the reservation stage with the website as a touchpoint. A quality scale has been applied so the respondent would be asked to rate the quality of the website and any verbatim comments around the website would be associated with this touchpoint.
Touchpoints without scales assigned can be used purely for text analytics grouping and you can also add bot reactions specific to each touchpoint.
2. Automatically create a survey based on your map
Once your map is built you can automatically generate an engaging conversational survey. The survey will ask a combination of rating and open text questions to understand the customer experience and utilise real-time Artificial Intelligence to probe responses. With a couple of clicks you can select the type of ratings you want to collect, your overall CX metric type and if you want to enable AI probing and your full survey will be generated instantly, ready to share with your customers.
3. Match your response data back on to your map
From this response data, Wizu provides detailed reports including text and sentiment analysis. This response data is mapped back onto the customer journey highlighting satisfaction across stages and even specific touchpoints. Users can click into each touchpoint to see a breakdown of scores and text analytics specific to that touchpoint.
Not only does this give an instant, visual overview of your customer experience across all stages, it helps prioritise the areas you need to address first.
What are the benefits of combining surveys and maps?
Companies are now able to identify specific customer pain points and through text analytics uncover exactly what the issue is. This also enables organisations to prioritise these issues by highlighting the areas that are having the biggest impact. They can track this experience map on an ongoing basis and even generate new touchpoints based on the trends identified via the customer feedback. Companies are now able to easily create maps and automatically generate surveys and combine them to create a visual, actionable customer feedback map. The touchpoints also provide context for the chatbot AI to understand where to probe responses.
Let’s take a look at some of the additional benefits of the Wizu Feedback Maps.
Improve CX & Increase Customer Loyalty
Wizu Customer Experience Feedback Maps allow companies to identify particular moments of truth. These are the stages in a customer journey that can have the biggest impact on customer satisfaction. By identifying key areas, the platform will not only collect a satisfaction rating around this touchpoint but will ask for verbatim follow up. This ensures companies can understand how they are performing in key areas and get additional insight into areas they can improve.
By improving the areas that have the biggest impact on the customer experience you can increase customer loyalty and improve CX metrics like Net Promoter Score. The conversational survey approach also provides a deeper engagement with the customer which case studies show also has a positive impact on overall customer loyalty.
Visualise the Whole Customer Journey
Customer Journeys can be complex with customers connecting via multiple channels throughout various stages. Wizu allows you to map out this whole process, helping you get an overall view of the customer experience. Then by overlaying your customer feedback onto this map you can easily see the whole feedback experience in one view.
As well as mapping the customer feedback back onto the customer journey map, Wizu can help companies prioritise issues raised through the survey. Our text and sentiment analysis platform will look at derived importance, correlation with overall satisfaction and more to present a visual report that showcases the areas that are most important to a customer and where the satisfaction levels are low. Combined with the text analytics reporting this helps pinpoint specific actions that should be taken first. This frees up time from manual analysis and allows companies to focus on making improvements that will increase customer loyalty and ultimately deliver better business performance.
Save Time & Resources
Our simple drag and drop editor allows you to easily create a custom map or companies can choose from a range of common template journeys. From this, surveys are automatically created and text analytics models applied. Within a couple of clicks a company can have a ready built customer journey map, an engaging conversational survey and a suite of reports and dashboards that highlights key issues to address.
Wizu conversational surveys generate 118% more verbatim than a standard survey form which means there is much more quality data to analyse. Rather than companies having to manually analyse this data though, Wizu does the work for them. Utilising best in class AI, Wizu looks at sentiment and themes to provide a report highlighting common areas, sentiment trend and more. Companies can filter the data in a number of ways allowing them to really drill down and explore trends to help uncover key action points. By automating this analysis, companies have more time to implement changes and pro-actively improve the customer experience.
Personalise The Experience
Wizu takes personalisation to a new level, going beyond referencing the customer name or other attributes to creating fully unique and dynamic interactions. Wizu can create different paths based on responses or customer data with the bot able to react and probe differently.
Wizu utilises Artificial Intelligence both during the conversation and afterwards for classification purposes. During the conversation this allows a real-time understanding of verbatim comments, identifying themes and sentiment. This allows the chatbot to ask relevant follow up questions to uncover deeper and more actionable insight.
Post survey the artificial intelligence also works to highlight common themes through keyword grouping, show the average sentiment around trends as well as common phrases and priority areas.
See The True Voice of the Customer
Also, this method allows you to truly see the real voice of the customer. Our pain point report converts your journey map into a tree map, allowing you identify the key areas by creating a report that highlights the areas respondents are talking about the most and the satisfaction levels related to that. This visual dashboard enables you to quickly identify key touch points that need addressing and companies can drill down into each area to see score breakdowns and text analytics to better understand and address problems.
Additional Benefits of Customer Journeys
There are also a number of general benefits of Customer Journey Maps.
Firstly, they allow you to get a wider view of your overall customer experience and can pin point areas on your journey map that are causing customer pain.
They allow you to see what issues are having the biggest impact on the overall experience and implement changes to improve them. 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 together.
By isolating touchpoints where you are not meeting customer expectations you can address them to improve the overall experience. Plus journey maps are a great opportunity to engage employees and increase motivation.
Finally, 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.
Conversational surveys offer an innovative approach to feedback that provides a more engaging and personalised experience that deliver higher completion rates which leads to a more representative sample and better data quality. They also provide deeper and more actionable insight through generating more detailed responses and the automated probing.
Combining this with journey maps enables you to see a 360 degree view of your customer experience and identify pain points more easily. Also, utilising the power of AI offers a next level of real-time understanding and routing creating a better respondent experience. It also allows you to turn your data and open text responses into actionable insight by automating your data analysis.