How do you make your customers do what you want them to do? How do you pave the path for them to follow? Knowing their journey helps in getting an insight into their thought process, personality and most importantly their needs. Accurately tapping into those needs and aligning your service with that ensures customer satisfaction and creates positive CX memories.
Not only that, it also helps companies to identify the critical Moments of Truths. These are the interactions that make or break your relationship with a customer. Let us start our discussion by first understanding, what do we mean by customer journey, how to map CX journey and then we will move on to defining Moments of Truth.
What is Customer Experience Journey
In a nutshell, a customer journey is the sum of all the experiences that a customer has throughout their interactions with the company. Instead of focusing on just a part of the experience or a specific touch point, we look at the complete experience of being a customer.
There are four stages in the customer/buyer’s journey:
Attract: In the first stage, the customer is not aware of their needs. We need to create that awareness
Convert: Make the experience of the prospects personalized. Give them specific solution
Close: Nurture the leads. Have thorough follow-up
Delight: Creating wow moments so that present customers become your advocates of your brand.
While travelling through this journey, we start off with strangers who progress onto becoming promoters of your brands.
Now that we have learnt what is customer journey, let us focus on why do we need to map it. Understanding the customer journey helps in identifying the Moments of Truth. Moreover, it also helps the company to get insight about the different experiences that the customers experience and what impact will it have on your CX metrics.
- Identify different Buyer Persona: To figure out what score they will give you if they are satisfied. This score will work as a benchmark for further analysis
- Map out end to end customer journey: To understand the big picture and get a thorough understanding of the experiences customer go through
- Identifying probable negative and positive events: Be prepared for both, worst and best case scenario
- Determine the probability of occurrence: Every good or bad event does not happen with everybody. Experiences vary from customer to customer
- Quantify the impact value of each event: As sometimes they may cancel out each other or have a compounded effect
- Forecast CX metrics for the current customer journey: Based on the value of the impact and probability of occurrence, predict the score your customers might give you
- Make improvements and simulate the impact to CX metrics: Based on the analysis of collected data, make improvements to CX and observe its impact on metrics.
Benefits of Customer Journey Mapping
You know the steps of modelling the customer journey, but the question remains, why should you do it? There are five major benefits of doing this,
- You get to visualize the end to end customer journey
- Identifying the important Moments of Truth
- Better understanding of buyer persona and their expectations
- Identification of key areas to focus your efforts and resources
- Driving superior revenue
What are ‘Moments of Truth?’
A Moment of Truth (MoT) is a touchpoint between the customer and the company. These moments are very crucial for customer experience. In an ideal case, positive MoTs can leave a lasting impression. These moments vary from industry to industry. It is important to model the moments of truth rather than basing them on your intuition. Modelling is crucial as moments of truths are proactive and need to be tied to experiences that are important for the customer. Customers experience them and create memories based on them.
What happens when MoT goes wrong?
You map the customer journey, you identify the important moments of truth. But things can still go wrong. For example, you are giving an online demo to a customer and it’s going well but suddenly due to some technical glitch the demo stops abruptly. This is a bad touchpoint. Rectify this by immediately providing a delightful experience. Raise the competitive bar by aiming to drive new and improved standards of customer experience.
Mapping the CX journey needn’t be a complex task. Keep it simple yet impactful. Just like in life, we have our share of core experience which either make or break us, similarly, businesses encounter their MoTs. If one gives them due importance, it can lead to delightful experience for the customers and brand promoters of the company.