Customer Journey Map

A Customer Journey Map provides a visual representation of how a customer interacts with a company’s brand, products, services and employees.

In other words, a customer journey map empowers businesses to better meet the needs of their prospects and customers, gain a competitive advantage, and reach key prospects with more relevant messaging that addresses the pain points they experience at specific stages in the buying process.

What are Customer Journey Maps used for?

The primary reason businesses use Customer Journey Maps is to identify areas to improve the customer experience.

Of course, improving the customer experience is ultimately linked to increased profitability.

Benefits of Customer Journey Mapping

By putting yourself in the customer’s shoes, you get to experience the pain points and actions they need to undertake when engaging with your business.

That sounds good, but let’s put some numbers behind it.

Research by the Aberdeen Group suggests brands that manage customer journeys experience 21% year over year growth, while brands that don’t actually experience a decline at -2.2%.

That got your attention?

Customer Journey Mapping can provide you with numerous benefits including:

  • Visualising the experience through the eyes of your customers instead of your own perceptions and beliefs.
  • Identifying gaps and opportunities for improvement.
  • Understanding internal barriers which can also be a frustration for internal staff.
  • Increased sales. Brands enjoy an average sales cycle that is 18 times faster, with 56% more revenue from upselling and cross-selling efforts.
  • Reducing costs. The same Aberdeen study suggested brands experience a more than ten times improvement in the cost of customer service.



Who is responsible for Customer Journey Mapping?

This one is a bit tricky.

Traditionally the responsibility for the customer experience has resided in the call centre/contact centre function or sometimes in the marketing department.

But as organisations become more customer-centric, the responsibility for the customer experience is becoming a more strategic function with many businesses now appointing senior executives with the sole function and responsibility of the CX across the whole business.

Roles like the Chief Customer Officer are designed to sit across traditional functions like marketing, sales, IT/Technology and of course the contact centre to ensure all departments are working together.

The good news is that Customer Journey Mapping is not an overly complex process.

It requires some knowledge and some good templates help, but with the proper training and guidance, it can be a function that can be allocated to anyone within the business.

Or there are specialist consultants who can help implement Customer Journey Mapping in your business.

Like any form of feedback though, it’s more about what you do with it that counts.

And this is where senior buy-in to the process is critical for success.

And that’s something I can’t help you with.

Although show them those stats above and it might just get their attention!

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