Is your company delivering the ideal customer experience? The success of your company will ultimately depend on how your customers engage with your brand along the customer journey. Most large organisations operate in ways which mean the different functions of the customer journey become separate from one another. For example, functions such as complaint handling, general enquiries, ordering and technical support are managed independently from each other. While structuring the organisation in this way is necessary to build expertise and manage operations, it does leave the door open for an inconsistent and disjointed customer experience. So, what can companies do to align the different functions of the customer experience?
The answer is customer journey mapping. Customer journey mapping involves tracking and describing the experience of the customer at each stage of the journey. This involves identifying every touchpoint a customer has with your company and looking at the impact each has on the customer experience and where improvements may be necessary. A company that better understands the experiences, thoughts and feelings of customers is better able to design the “ideal” customer experience. The delivery of a seamless, consistent service from start to finish, with tailored, compelling propositions that meet the needs of both customers and the business, will help to engage customers with the brand and build loyalty.
Interested in learning more about the steps needed to carry out customer journey mapping? Check out our simple five-step process to customer journey mapping by following the link below.