Benefits of Customer Journey Mapping

An interesting infographic highlighting the business benefits of Customer Journey Mapping. Most customer relationships are far more complex than what meets the eye, especially because so many opportunities for engagement exist than ever before. Not every consumer goes down the same path, which is why it is so important to be able to personalise each journey.

By mapping the customer journey, brands get a high-level overview of a company’s customer experience at various touch points.

Once created, this adaptable tool can be applied to both products and services, in addition to in-person and online interactions.

It’s typically a team effort among several departments, such as design, sales, marketing, and customer service – any part of the business that’s involved in a touch point. It can take weeks to develop successfully.

Benefits of Customer Journey Mapping

The goal is to understand the customer’s point of view – what they’re feeling, wanting, or doing – and then use that insight to identify opportunities for improvement, minimizing friction and maximizing acquisition and retention.

Customer journey maps make it easier for teams to assess the experience perceived by the customer as opposed to only measuring the actual success of customer interactions.

A summary of the key benefits of Customer Journey Mapping and drawing up Customer Journey maps would be:

  • Customer Journey Mapping helps you better understand your customers.
  • Identifying operational inefficiencies can be a quick win for customer experience leaders.
  • Customer Journey Mapping helps everyone understand issues and address them.
  • Customer Journey Mapping helps you discover opportunities.
  • Provides a single cross business unit view of the experience delivered by all customers facing functions.
  • Defines key enabling requirements (skills, data, processes, measures, etc.).
  • Highlights areas of importance (where effort should be applied) and areas not valued by customers (so costs can be optimised).

Asking the question, “can journey maps be used as single-use tools as well as reusable assets?” Forrester gives an example of one company who mapped their complaints journey, but in doing so have managed to reduce complaints by 18% and increase compliments by 44% in one year. The results were so good, the company then created an interactive tool based on the journey and lessons they learned and applied it across the organisation.

Digital and Data Will Drive Innovation

The Digital Economy will essentially provide a huge sandbox for ideation, experimentation and delivery of new service paradigms. It will not only continually fuel expectations but also enable those companies who are listening out for new ideas to source, copy, adapt and deliver them rapidly – speeding the innovation to commoditisation lifecycle.
By 2025 companies will have become far more adept at collecting, combining and leveraging customer data – including being able to utilize this in real-time and in context to gain more meaningful insights into customers, drive more innovative experiences and expectations, and open up new revenue opportunities.
Instead of making broad assumptions about customers, companies can utilise a more analytical-based approach to deliver a deeper and more enriched level of service by understanding individual customer needs and preferences, and utilising both historic and real-time data from a variety of sources to deliver a personalised service paradigm. Businesses will marry this insight with their own goals (which might be to minimise costs, raise satisfaction or retain more customers, for example) to deliver a far more sophisticated approach to service.??

The experience will be more defined by the imagination of the organisation and the increasing expectation of the customer.




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