Create a Customer Journey Map
Posted: Tue Dec 17, 2024 6:59 am
Studies have shown that acquiring a new customer is 5 to 25 times more expensive than retaining an existing customer. What’s more, increasing customer retention by a mere 5% can increase profits by up to 95%. Bottom line: focus on retaining your customers. But, like most things, it’s easier said than done.
Do you know what your customers’ experience is like today? Chances are, if your company doesn’t have a customer journey map, you don’t. Only when you understand your customer’s full experience will you start to notice zalo database where their pain points and friction points are. To improve customer experience, and therefore improve customer retention, create a customer journey map to capitalize on pain points and mitigate friction points.
If you’re new to customer journey mapping, gather colleagues from different departments—such as marketing, sales, customer service, and customer success—in a room. Start by identifying four key moments in your customer experience:
First impression
What is the first impression a customer has with your company? Is it when they book their first appointment? A phone call from your sales rep?
First value. When does a customer feel confident that they will get what they expect from your company? Is it right when they buy? When they talk to an onboard specialist?
Extended Value When do customers feel they've gotten more than they expected from your company?
Once you’ve identified these four key moments, create your customer journey map. Make sure to map out not only what your customer is doing, but also how they feel. For example, when booking a meeting, are they upset that they have to wait an average of five days before they speak to someone? By mapping out what a customer is doing and what they are feeling, you build empathy. What you previously thought was a moment of strength might actually be a moment of friction in the eyes of your customers. Recognizing where your company falls short and actively trying to improve the customer experience is a great start to retaining more customers.
Here’s an example of a customer journey map for a software company.
Collect Customer Feedback
Now that you’ve created a customer journey map, analyze that map to determine what’s really working well and what could be improved. If there are times in your map where you don’t know what your customers are feeling, that’s a great place to ask for feedback .
There are three types of industry-standard feedback questions:
* Net Promoter Score
* Customer Effort Score
* Customer Satisfaction Survey
You can read more about them here
If you determine that you can’t get the information you’re looking for based on industry-standard surveys, you create your own. Your survey should be short, easy to complete, and unbiased.
Once you’ve collected feedback, analyze it to determine which aspects of your product or service need improvement. Start by categorizing themes and patterns in your feedback. The easiest way to do this is in a three-column table. In the first column, record customer feedback verbatim. Fill in the second column with the feedback topic—a general summary of customer feedback. The third column is for the type of feedback. Generally, there are six types of feedback: functionality, feature request, usability, reliability, customer service, and pricing/billing. Depending on your industry, there may be others you'd like to include. By identifying the themes and types of feedback, you'll be able to categorize patterns of issues that impact customer experience.
Do you know what your customers’ experience is like today? Chances are, if your company doesn’t have a customer journey map, you don’t. Only when you understand your customer’s full experience will you start to notice zalo database where their pain points and friction points are. To improve customer experience, and therefore improve customer retention, create a customer journey map to capitalize on pain points and mitigate friction points.
If you’re new to customer journey mapping, gather colleagues from different departments—such as marketing, sales, customer service, and customer success—in a room. Start by identifying four key moments in your customer experience:
First impression
What is the first impression a customer has with your company? Is it when they book their first appointment? A phone call from your sales rep?
First value. When does a customer feel confident that they will get what they expect from your company? Is it right when they buy? When they talk to an onboard specialist?
Extended Value When do customers feel they've gotten more than they expected from your company?
Once you’ve identified these four key moments, create your customer journey map. Make sure to map out not only what your customer is doing, but also how they feel. For example, when booking a meeting, are they upset that they have to wait an average of five days before they speak to someone? By mapping out what a customer is doing and what they are feeling, you build empathy. What you previously thought was a moment of strength might actually be a moment of friction in the eyes of your customers. Recognizing where your company falls short and actively trying to improve the customer experience is a great start to retaining more customers.
Here’s an example of a customer journey map for a software company.
Collect Customer Feedback
Now that you’ve created a customer journey map, analyze that map to determine what’s really working well and what could be improved. If there are times in your map where you don’t know what your customers are feeling, that’s a great place to ask for feedback .
There are three types of industry-standard feedback questions:
* Net Promoter Score
* Customer Effort Score
* Customer Satisfaction Survey
You can read more about them here
If you determine that you can’t get the information you’re looking for based on industry-standard surveys, you create your own. Your survey should be short, easy to complete, and unbiased.
Once you’ve collected feedback, analyze it to determine which aspects of your product or service need improvement. Start by categorizing themes and patterns in your feedback. The easiest way to do this is in a three-column table. In the first column, record customer feedback verbatim. Fill in the second column with the feedback topic—a general summary of customer feedback. The third column is for the type of feedback. Generally, there are six types of feedback: functionality, feature request, usability, reliability, customer service, and pricing/billing. Depending on your industry, there may be others you'd like to include. By identifying the themes and types of feedback, you'll be able to categorize patterns of issues that impact customer experience.