What is Customer Journey Mapping?

What is Customer Journey Mapping?

Posted Fri, 04/13/2018 - 15:55
By News

In its simplest form customer journey mapping tells the visual story of a customer's experience from initial brand awareness through to the post purchase and repurchase relationships. The journey map will identify key experiences customers go through which have an impact on their perceptions, relationship, value baseline and ultimately purchasing and referral decisions involving a particular brand or product. These key experiences are significant touch points along the customer journey.

Because journey mapping is a story, it requires a lead character and these are called personas. Personas are a fictional but data-driven profile of your ideal or actual customers. The use of verified customer and sales data are the foundation for personas and their journey will usually be prefixed within a contextual situation. The personas are the starting point for customer journey mapping.

Persona and journey maps together help shift companies focus from inside-out to outside-in - this is a fundamental base for customer centricity, both in culture and customer experience. If done correctly customer journey mapping can be an extremely powerful strategic tool to guide messaging, user design, touch-point optimization and so on.

The process can be complex and there is no uniform model, it's a custom build approach, but it is more than worth it. Journey based transformations increase customer satisfaction by more than 20% and in addition the mapping process will help you:

  • Better understand you customers (56% of customer interactions happen during a multi-event, multi-channel journey)
  • Identify operational inefficiencies (Journey led transformations, lower the cost to serve by 20%)
  • Discover how customers engage with the company, brand, partners and staff (By 2020 the customer will manage 85% of its relationship with an enterprise without interacting with a human)
  • Uncover issues and address them (56% of companies that reported a decline in customer satisfaction said that clients were most disappointed by inconsistent experience)
  • Break down organisational silo's (Journey-led transformations increase employee engagement up to 30%)
  • Recognise opportunities for improvement (Customers are 4 times more likely to buy from a competitor if the issues are service related)
  • Create a differentiated customer experience (Companies that prioritise customer experience generate 60% higher profits than competitors)

Customer Journey Mapping will be covered extensively at the 2018 Customer Experience Management Summit, through keynote and workshops delivered by global CX leaders. Workshops are graded from beginner to intermediate to advanced, allowing you to select a content track that is just right for you. Sign up now to reserve your place at Africa's largest CX gathering.

By Juan Mouton

The 7th Customer Experience Management Africa Summit is being hosted at the new CTICC 2 on the 1st and 2nd of August 2018 in Cape Town.

Click here to request the agenda.

Click here to register.

For more information, contact us or visit www.cemafricasummit.com