Our customer journey consulting experts help you visualise CXto better understand your customers and deliver personalised support and marketing across all touchpoints.
Understand key moments of truth
With customer experience as a key differentiator for brands, customer journey mapping has become a vital component. Effective journey mapping enables companies to visualise the customer experience and become more customer centric in their approach. Our customer experience journey mapping solutions take a deep dive across all customer touchpoints, giving insights into customer emotions, behaviours and key moments of truth.
Our customer journey mapping consultants will then help you streamline the customer experience by identifying pain points customers have in achieving their goals. In addition, customer journey mapping tools aid in blending historical and real-time data to provide customer insights to make interactions more efficient.
Customer journey maps provide a detailed view of the end-to-end customer experience,providing a visual guide to identify gaps and find where new value can be created
Understand your customers
and their preferred channels
and ways to engage
inefficiencies and quick
wins to improve
Break down organisational
silos to learn how each
department impacts CX
Anticipate customer pain
points so they can be
Learn what drives customer engagement and
understand the customer journey
Know your target audiences better than the competition
If you learn more about your target audience than your competitors, then you put yourself in a strong position to stand out. As a starting point, our journey mapping consultants will help you build customer journey experience maps to better understand your customer personas. The unification of real-time and historical data helps complete the picture by combining a customer’s current behaviours with their historical transaction, demographic, and psychographic data.
Find pain points in the current customer journey
Customer journey maps should be used to track the unique emotional journey of target customer groups across the enterprise. Customer feedback, such as customer feelings and their point of view, is essential throughout the entire user experience. Effective journey maps must also include key moments of truth for the customer, such as customer service wait times, digital dead ends, or other pain points. These key steps can often reveal new opportunities. Where different customer segments diverge at key points, our team will also help you design parallel maps to account for all target audiences. This detailed process works as a visual guide to identify opportunities for new value creation and improved customer experiences in sales, marketing, products and services, and other customer interactions with your brand.
Improve the journey and make the right investmentsto develop more customer-focused capabilities
Create and prototype new CX journey maps
Once a detailed current customer journey map has been created, our customer journey consulting team can help facilitate workshops to identify gaps and develop new experiences across key stages. This includes looking at all aspects of the customer journey, both positive and negative, Journey updates can be targeted at eliminating causes of negative experiences, such as where unnecessary effort, frustration, or confusion emerge. Once prioritised pain points are mitigated, our CX consultants turn to developing stronger positive experiences that trigger an emotional connection and increased customer satisfaction. The ideation stage may include prototyping, testing, evaluating and refining until a range of viable new customer journey pathways are developed.
Your people are the heart of successful CX implementation
Demonstrating to customers that your organisation knows their needs and preferences throughout their journey will help to inspire customer loyalty. But successfully mapping out the customer journey is just the start to achieving desired business results. It also requires empowering your employees on the front line to deliver on the desired new journeys. This includes assessing depth of knowledge, quality of skill set, adherence to process, and their prevailing mindset. Our CX consultants can help you gain a clear picture of your team’s current capabilities to deliver on your new customer journey strategies, so a plan can be developed to bridge gaps through targeted training, mentoring and coaching.
Customer experience journey roadmap
Mapping the customer journey comes in many forms depending on business goals.However, the most impactful journey maps are made up of the following elements.
Business imperatives and customer needs
Marketing and service teams have certain goals and KPIs they need to achieve, while customers/prospects have their own preferences and expectations. This requires a shared vision of your organisation’s top CX priorities, as well as a clear understanding of customer needs, both current and anticipated, which will influence changes to the customer journey map and associated customer processes.
Customer experience narrative and process
This part of the map provides a detailed description of the customer journey. Typically, customer experience maps chart all touch points throughout the customer lifecycle. This can include when they first gain awareness and eventually make a first purchase, all the way through to service, up-sell, and retention or churn. This also includes the set of channels, from brick and mortar to social media, and everything in between, as well as messages, communication cadences, and inbound and outbound interactions.
Customer data and technology
In this section of the map we define the basic building blocks of the customer profile that will help us to continually tailor our interactions with individuals. This includes data from lead sources, second- and third-party data sources to augment the profile, as well as first-party data captured during the course of sales, service, or digital marketing interactions.
Add actionable insights to your digital customerjourney mapping with journey management tools
Leverage powerful real-time capabilities
Journey maps are essential to help diagnose customer pain points and inspire improvements to marketing, sales, and service experiences. But once an organisation finishes building a traditional journey map, they may struggle to understand what is contextually relevant for each customer at any point in time, and how to take action. Enter journey management tools. Advances in data integration, analytics, and visualisation allow companies to utilise the best features of traditional journey mapping while also leveraging powerful digital customer experience journey mapping capabilities through journey analytics platforms.
Gain a dynamic view of moments of truth across all touchpoints
Journey management tools allow companies to enhance their digital strategy further by visualising customer interactions all in one place, with a dynamic view of all touchpoints. Beyond showing a static snapshot, they can isolate and visualise individual journeys and see how they are performing in real time. Are people using the new chat channel or mobile portal? Where are they coming from, and which are the best performing channels? And for which customer segments? All these questions can be answered through journey analysis.
Using Customer Journey Maps as aStrategic Customer Experience Tool
There are a number of things a business can do to become truly customer-centric. In this strategy guide, First and foremost, it needs to decide to see improving the experiences of customers as central to differentiation and creating competitive advantage. our customer journey consulting experts detail five ways journey maps can help you better understand the current state of customer digital experiences.Get the CX Journey Mapping Guide See more resources