At a time when the measurement of indicators and providing objective is transforming business management, is one of the priorities is to improve the customer experience. A business value moving in the uncertainty of the emotions and feelings that your customer deserves contact with our company and that depends largely on their loyalty.
It seems difficult to analyze what experience brings our company to customers, but there are different tools to make an approach. Among them, the most common is the map of customer experience or customer journey map, a technique that fits in with the philosophy of business and, done well, can answer some important issues, for example, detect dysfunctions funnels.
What is a customer experience map?
In essence, it is a graphic, usually represented in a dotted line, which shows the different phases in which a user is associated with the brand, from which values make a purchase until the ends. The ultimate goal is to know the customer deepen their loyalty. To achieve this journey you must determine the degree of satisfaction of each depending on the expectations.
The process is complicated to the extent that the purchase is scanned, as both Internet searches as the proper multichannel strategy of many firms make several trips, but as we shall see below must focus on the points of contact that considered essential in the conversion of the target.
The first thing is to be clear that the more or less rewarding experience a customer has, a result of an accumulation of corporate actions: from the operator, the method of payment and, of course, use or enjoyment of the product itself or service. The feeling we wake will be shaped by the experiences that are offered at every stage, so the map also serve to optimize internal processes.
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How to design it
There is no single model. We must be able to adapt to the operation of each company, but always analyzing the process from the perspective of the customer, not the company, to what to put aside internal processes and only focus on what the customer perceives about our company. This is an exercise in observation and monitoring that should perform with the closest collaborators and accompanied by surveys, interviews and focus groups with customers or other tools as the map of empathy.
Who is the customer? It is obvious, everything starts by identifying them. When the company clearly distinguishes different profiles, which in turn relate to very different ‘shopping trips’ (for example, using physical store or online ), we must do more than one map.
How it relates to the brand: Always from the customer’s perspective: from discovering our mark (how do we attract?), the first contact (From which channel?, what looks or question?), and so up to the purchase, use, and possible prescription sales of our brand, always in accordance with our business model.
What motivates you and what makes you hesitate? Impossible to improve the process if we do not identify these critical values, why has chosen us? What are your expectations? What makes you suspicious?
Inventory of contact points: We focus on the phase of experience identifying all points of contact where the customer comes to the company to meet their concerns. We will have to distinguish both the middle or contact channel used (physical store, clerks, telephone, web, apps, blogs, social networks …) as emotions that contact occurs him (translating feelings as satisfaction, interest or disappointment a scale, for example, classical positive, negative and neutral). It is these scales which will move to map user experience for easy viewing.
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Key points of contact: This is to identify those points of particular importance in the commercial transaction and / or experience that the company proposes. Usually they located in areas of transition from one phase to another (for example, the information online to visit the physical store). Identify those hottest travel stops must be used to dump there the management and improvement efforts that will increase their satisfaction and encourage them to complete their journey.
Crossing internal processes information: Now it is appropriate that we take a look inside the company to oppose their trip to articulate internal actions to meet their demands at every stage. This exercise helps identify inefficiencies (there can do better) or distribute resources more efficiently (may be are focusing a lot of effort into shares at a lower valuation than we expected client, a classic problem is that brand advertising that arouses much interest, but disappoints when the prospect visits your sales area).
Points for improvement: Finally, the map customer experience will show us in a very graphic way your feeling during all phases of purchase. This information should represent different opportunities for improvement, even to anticipate their demands. We must not forget that in a market where it is increasingly complex differentiated by product, we can achieve this uniqueness through a unique experience.
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