The first time I worked with one of my clients in an effort to understand their customers’ experiences, I started from the point of view of the business. It told me a lot about why my client was facing financial complications. Lack of collection protocol, failure to properly track inventory and lack of accountability were some of the things that we found through tracking the customer process.
However, what we failed to capture was the customers’ point of view. Surveys are great, but they do not tell you how a customer moves through every part of your business. What happens when your customer makes initial contact with your company? What happens when they buy? What happens after they buy? What happens when the experience is over? What are your customers’ feelings, motivations and questions during each of these moments?
What is a customer journey?
A customer journey shows how a customer engages with a business. Specifically, it characterizes the experiences of a customer’s engagement from beginning to end. It measures that experience across time and channels, which shows you the multiple things that may be happening for and with your customer at the same time.
Most customers have multi-level interactions with a business. Customers come through various channels and events with a business. Many of those same customers may experience a business through more than one channel (i.e. online and brick-and-mortar store). Before you think that your business is not “big enough” to follow a customer journey, think of all of the ways that your customers make contact with your business. Email, mobile, social media, your website, brick-and-mortar stores, or a conference are all ways that a person can interact with a business.
After the entry, how do you communicate with your customers?...
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