Customer journey mapping can be used as a strategic means to ensure that the customers’ interaction with an organisation is a positive experience. The customer journey mapping process enables an organisation to evaluate the customer’s experience and emotions from their perspective during every interaction with the organisation. This can provide an organisation with a comprehensive understanding of how to meaningfully improve their customer’s experience and the business impact of improving their customer’s journey.
Some of the benefits from customer journey mapping
Customer journey mapping assists an organisation to:
- Engage with their customers more effectively
- Create alignment across the organisation and help drive customer centric change
- Increase efficiency within the organisation
- Collaborate and communicate with other business units within the organisation to deliver an excellent experience to customers
Using customer journey maps to improve customer experience
Journey maps helps to ensure the delivery of a consistent, and high-quality customer experience, but achieving this will require the different business units of the organisation (marketing, sales, product development, information technology, human resources, etc.) to understand the customer’s journey in its entirety, from the customer’s perspective to create a shared understanding of their experience from the multiple teams within the organisation to create a seamless and distinct customer experience. Understanding the customer’s journey by identifying all the steps involved and the multiple touch-points at every step towards achieving their goal, also exposes any potential gaps that may exist between the customer’s expectations and their perceptions. Journey maps can contribute significantly to correctly identifying any underlying customer needs and particularly pain points during their interaction with an organisation. They can enable an organisation to discover customer-centric insights that may inform new opportunities to differentiate from competitors and drive business value (www.genesys.com). A good example of this is Disney’s Magic Bands. In an effort to minimize their visitor’s pain points to their theme parks experience, Disney introduced MagicBands in 2013. These wristbands provided visitors with access to theme park rides, pay for their meals, unlock their hotel rooms and enhance their magical experience at Disney’s theme parks.
Research from annual cross-industry customer experience surveys that span a variety of sectors has consistently shown that companies that focus on providing superior customer journeys tend to perform well in the market. Delivering a unique journey experience makes it more likely that customers make repeat purchases, recommend an organisation’s product or service to their family and friends, and increases customer loyalty (Nicolas Maecheler, Kevin Neher, and Robert Park, “From touch-points to journeys: Seeing the world as customers do,” March 2016, www.mckinsey.com).