experience, customer centricity, CJM, business planning, operational excellence, market research, customer journey map, customer-centric, customer-centricity, growth, segments, segmentation, customer experience, CX, customer insights, best practices, journey map checklistWhether you call it the Age of the Customer or the Engagement Economy, where customer have more power and choices than ever before, one thing is abundantly clear, an organization must be customer-centric to succeed. Placing the customer at the heart of your strategy is essential for creating and improving customer value and delivering an exceptional customer experience (CX). How do you understand your customers better and create value for them at every touchpoint? The answer: You need an effective Customer Journey Map (CJM).

The implementation of an effective Customer Journey Map requires a deep understanding of your customers, both existing and potential, as well as the market and customer segments you serve or aspire to serve.

An effective Customer Journey Map is a:

  • Proven and powerful tool that helps you visualize and optimize the entire journey of your customers, from the moment they become aware of your brand to the moment they become loyal advocates. Yet, many companies fall short in this area, lacking a CJM altogether, having an ineffective one, or lacking confidence in their existing maps.
  • Must-have for any business that wants to succeed in the Engagement Economy. Research shows that companies that create, implement, and regularly optimize their CJMs can achieve profitable growth by enhancing their CX and customer value. However, many companies struggle to create or use them effectively. In fact, per a Bain & Company study, while 80% of brands think they deliver a superior CX, only 8% of their customers agree.

Customer Journey Maps have a proven track record of delivering profitable growth by enhancing customer experience and, in turn, customer value. However, a majority of companies fall short in this area, lacking a CJM altogether, having an ineffective one, or lacking confidence in their existing maps. Consequently, even though 80% of brands believe they deliver a superior customer experience (CX), only 8% of their customers agree, as highlighted by a study by Bain & Company.

Read on to learn how to design a best practices CJM.

How to Design the Best Customer Journey Map

We recommend this proven approach to designing a CJM that will help your business align your journey maps with your customers’ experiences.  There are four requirements associated with this approach:experience, business planning, analytics, customer centricity, customer journey map, dashboards, CJM, experience, customer centricity, CJM, business planning, operational excellence, market research, customer journey map, customer-centric, customer-centricity, growth, segments, segmentation, customer experience, CX, customer insights, best practices, journey map checklist

  1. Utilizing Data and Research for Customer Insights
  2. Embracing the Omni-Channel Model
  3. Adopting an Outside-In Approach
  4. Involving Customers in Validation and Optimization

Let’s briefly explore each of these.

1.Utilize Data and Research for CX Insights: An effective CJM begins with robust data and research, both primary and secondary. By analyzing customer interactions and feedback, you can gain valuable insights into your customers’ pain points, preferences, and expectations. These insights are the building blocks of a customer-centric approach.

Imagine you are a retailer and through customer feedback analysis, you have learned that long checkout queues are a major pain point for customers. Early in the customer journey, you communicate how you have implemented self-checkout kiosks and streamlined the payment process to improve customer satisfaction and reduce the wait time.

We all believe customer experience makes a difference, but can we prove it? Yes. According to Deloitte, customers who have positive experiences with a brand spend 140% more than those who reported negative experiences.

2.Embrace the Omni-Channel Model: Today’s customers expect seamless experiences across various touchpoints, from websites to mobile apps and social media. A well-crafted CJM incorporates the omni-channel approach, ensuring that the customer journey remains cohesive and consistent across different platforms.

customer centricity, mapping, analytics, dashboards, business planning, strategic planning, CJM, experience, experience, customer centricity, CJM, business planning, operational excellence, market research, customer journey map, customer-centric, customer-centricity, growth, segments, segmentation, customer experience, CX, customer insights, best practices, journey map checklist

Omni-channel strategies, while commonly associated with e-commerce and retail, can also play a crucial role in enhancing the customer journey in non-retail industries, such as healthcare, specifically a patient’s journey across the entire healthcare experience. Here’s how omni-channel strategies can be applied to improve the patient experience and care coordination. Imagine a patient who wants to: a) book online appointments from the web, b) opt for telehealth appointments via video conferencing or phone calls,  c) perform digital check-ins using a mobile app or self-service kiosks, d) access their electronic health records to review medical history, lab results, and previous diagnoses via the cloud, e) receive electronic prescriptions or doctor’s orders, f) schedule follow-up appointments through the same digital platform used for initial appointments, g) use remote monitoring devices that transmit data to their healthcare providers, h) access a library of online health resources, including articles, videos, and forums, and i) join online patient support communities where individuals facing similar health challenges can share experiences and provide emotional support. And lastly, receive and pay medical bills online and use a digital platform to manage insurance information, including submitting claims and checking coverage details.

By implementing omni-channel strategies in healthcare, patients can enjoy a more seamless and convenient experience. It allows for better care coordination, access to information, and engagement throughout the patient journey, ultimately leading to improved health outcomes and patient satisfaction.

How does the omni-channel approach impact the bottom line? According to REE Chat, omnichannel customers spend 15 to 30% more than single or multi-channel customers.

3.Adopt an Outside-In Approach: To bridge the gap between internal processes and customer expectations, a successful CJM takes an outside-in approach. This involves putting yourself in the customers’ shoes, identifying pain points, and aligning internal processes with the needs and desires of the customers.

Imagine an internet services provider that uses customer interviews and feedback to redesign how customers buybusiness planning, customer centricity, analytics, customer centric, dashboards, operational excellence, experience, CJM, experience, customer centricity, CJM, business planning, operational excellence, market research, customer journey map, customer-centric, customer-centricity, growth, segments, segmentation, customer experience, CX, customer insights, best practices, journey map checklist their services to enhance the customer experience and stay competitive. They conduct one-on-one interviews with a diverse group of customers to understand their current experiences when purchasing internet services. As part of this research, they gain insights into customer pain points, frustrations, challenges, and preferred channels and methods for purchasing services, contract terms, pricing, and service package options. They analyze feedback from customer service interactions, online reviews, and social media comments to identify recurring issues or complaints related to the buying process. As part of the process, they segment existing and prospected customers into distinct personas based on their needs, preferences, and behaviors. This helps the company develop a better customer experience throughout the buying process in specific customer segments.

How does this impact the bottom line? According to Daniel Newman in his 2020 Forbes article, 86% of consumers are willing to pay more for a better customer experience.

4.Involve Customers in Validation and Optimization: The journey map should not be an internal-only document. Engaging customers directly in the evaluation process is essential to validate and optimize the CJM. Plus its an excellent way to gain customer insights.

How might you do it? Imagine you have an online subscription service. You decide to involve your customer advisory board in a co-creation workshop to map the customer journey. You use this input to revise your current journey map.

performance management, analytics, strategic marketing, strategic planning, marketing strategy, business planning

Purchase Your Assessment

The Bottom-Line Benefits of Customer Journey Mapping

Do customer journey maps impact your bottom line? Yes! When done correctly, customer journey maps are all about improving customer experience (CX). According to research from Dimension Data, investing in the customer experience leads to revenue increases in 84% of cases where the company improved CX.

A well-crafted Customer Journey Map is not just a strategic tool; it is the compass that guides businesses towards customer-centricity and success. Creating a CJM is a significant undertaking but worth it. The ROI of creating and implementing an effective CJM is substantial, with numerous benefits for your business, from accelerating the sales cycle to reducing churn and customer loss, to increasing customer engagement.  When customers have positive and consistent experiences, they are more likely to become loyal advocates, driving word-of-mouth to attract new customers.

Don’t miss out on all of these benefits. Take a customer-centric approach, supported by data-driven insights to create your CJM, and unlock the true power of customer value, creating a thriving ecosystem of loyal customers and sustained growth.

Our Resources for Customer Journey Mapping

 

One response to “4 Considerations for Designing Your Best Customer Journey Map”

  1. SarthakRoy says:

    This consideration are really very helpful for designing customer journey. thank you suggesting through this blog share this informative keep sharing nice blog properly you mentioned all details Keep sharing

    https://www.technobridge.in/clinical-research-course

Leave a Reply

Subscribe

“I love your articles and advice – I feel like everything you write is thought-provoking and actionable.” – Marcie, Marketing Director, Technology industry.

Join our community to gain insights into creating growth strategies and execution; and employing growth enablers, including accountability, alignment, analytics, and operational excellence.

 

customer-centricity, customer experience, customer loyalty, customer retention, customer segmentation, strategic planning, operational excellenceCustomer-centricity is the Only Way to achieve sustainable, profitable growth.

 

Expand customer-centricity throughout your organization to:

        • Improve the conversion of data into actionable and relevant insights
        • Create a strategic plan that connects data to outcomes
        • Achieve operational excellence via enhanced processes and measurement

Download your copy today to accelerate growth and best your competition.

3 Success Factors for Your Customer-Centric Journey

  • This field is for validation purposes and should be left unchanged.