Customer Journey Mapping
“You never really understand a person until you consider things from his point of view … until you climb into his skin and walk around in it.” Atticus Finch in To Kill a Mockingbird
What is a Customer Journey Map?
Customer Journey Mapping is a tool that is used to gain a deeper understanding of what customers experience throughout the entire journey of dealing with the company… touchpoint by touchpoint. The mapping process can be as detailed as someone shadowing a customer throughout their journey and evaluating their experience at each point, or, it can be as simple as a questionnaire asking about what occurred at each stage of their journey.
In your quest to enhance the customer experience it is often the case that not the entire service process is problematic but perhaps only a few specific areas. By entering in to the customer’s journey and understanding what takes place at each touchpoint, we are better placed to understand exactly where your service delights customers, where it can be improved and also where it may need to be rectified in order to resolve issues. By clearly understanding the customer’s journey we are better placed to enhance what we do well, fix what can get better and eliminate or minimise what doesn’t provide customer value.
Integrating the NPS® result
NPS®provides companies with an insight as to what customers value and what is on little importance. By connecting the NPS score with the customer journey, companies are able to see at a glance what particular aspects of the journey create loyal customers and which parts of their customers journey may lead them to defect.