By now, customer experience predictions are well-known: by 2020, most consumers will base buying decisions on their experience with a brand rather than other differentiators like cost or quality. The companies that will survive and thrive in the future will be those that invest – and win – in CX.
One of the best ways to develop a customer experience strategy (and culture) is through a customer journey map, a visual tool that outlines the steps, or touchpoints, a customer takes while interacting with your brand. The goal is to map the best path and then remove any obstacles to create a seamless experience.
While customer journey mapping is not new, its usefulness has recently been elevated. Brands can no longer afford to make decisions based on hunches or inclinations, especially considering the amount of customer data available. Here are three reasons why the journey map is a worthwhile – even essential – element of any customer experience strategy.
A Holistic View
One of the biggest benefits of a customer journey map is its ability to show how stakeholders from across an organization impact customer experience, effectively debunking any misconceptions about CX being the “job” of a specific department. A holistic view also offers unbiased information on how customers actually interact with your product or service, helping stakeholders realize the importance of their specific roles and how they impact and align with good customer experience.
Journey maps excel at pinpointing customer pain points where processes break down. Once you identify the touchpoints where there is friction or struggle, you can make changes and corrections based on true data, rather than relying on what you may think is the problem. Often, these improvements have a direct impact on the bottom line. improving these can have a direct impact on the bottom line. More than that, however, improved processes create a unified experience across multiple services and products.
Another area often highlighted by customer journey mapping is the opportunity for upselling. Seeing a holistic view of the customer experience makes it easy to identify which touchpoint should include new products or services. It’s clear how this benefit can have a major impact on the bottom line.
If your company has a vast amount of customer interaction data that is merely being stored rather than mined, customer journey mapping can be a good first step in turning data into actionable insights. Journey mapping provides a clear understanding of what your customers experience, while also uncovering new avenue for growth and more meaningful connections.
At OptimumCX, we understand the importance of customer experience in the success of your company, but more importantly, we know how to make CX your brand centerpiece. Call today for a FREE assessment detailing how we can help increase your contact center KPIs while reaching overarching business goals.