Customer Experience Mapping to Develop a Winning Marketing Strategy

Customer experience mapping

Introduction

It is important for organizations to know how they look from outside. They should know about what the customers think about their organization, when they call them. Customer experience mapping is a strategy that helps companies know how to keep the customers happy and contended with their products and services.

When it comes to customer mapping, there are a number of questions that need to be answered. Some of the questions are –

  1. What do the customers experience, when they call the organization?
  2. How to resolve the issues reported by customers, and convince them?
  3. When they make any purchase, what information they get and are the information sufficient?

By getting answers to the above questions, organizations can see their business through the eyes of their customers and develop a winning strategy. The real experience of customer may not be anything like as good as organizations think of.

If you want to know what exactly the customers think about your products and services, then you should make use of customer mapping tool, which is one of the powerful tools that help you improve customer service process and resolve frequent complaints. This tool can help you build a better product, service or brand and help you win recurrent business.

What is a Customer Journey Map?

Customer journey map is a frame work that that help you enhance customer experience. The customer experience is documented through the perspective of the customers, which help you understand how the customers interact with you. It also helps you identify areas for improvement, as it is rooted in data-driven research and represents different phases of customer experience based on different dimensions such as goals, sentiments, touch points etc.

This is quite different from traditional marketing funnel, can be said as linear. Customers can jump from one phase to the other based on different factors. The customers are required to interact with some common touch points and miss the other points. The marketer’s job is to understand different moments that have an impact on the customer when engaging your products and services. The new approach to customer research is helping the organizations see the world from the view of the consumers. The customer centric approach to business is at the heart of reciprocal loyalty and helps organizations achieve success.

Why should Companies Use Customer Experience Mapping?

As mentioned above, traditional methods tend to be very linear in nature and often feel template. Companies have inherited funnels that come with a number of assumptions of the consumers, their needs and goals. The customer experience mapping is rooted in research and provides companies to explore new truths about their consumers. The customer experience mapping exists to enhance the customer experience and needs creativity. Companies need to revisit what they know about the customers, and understand what actually the customer thinks about their company. This is the key feature of the tool and creates a better customer experience.

# It helps to develop best product roadmap

Another reason why companies should use this tool is – the customer experience map helps companies to build the best road map. This is one of the biggest challenges companies face. Most of the companies have list of requests, new service opportunities, new products ideas and many more. The main concern is where to invest and what gets bumped to the top?

By mapping out how customers explore your products and services, you will be sure to know what they are actually missing, and where they hung up. Companies can start to see what they actually see, from where you can see the gaps. You should steer at the product roadmaps, instead of dreaming to build thousands of customers. Focus more on today’s customer rather than future customers. After all, 80% of the future revenues of the company come from 20% of the present customers. Companies need to make educated moves and map the journey in such a way that they succeed in future.

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# It helps to prioritize competing deliverables

Customer experience maps help the company to determine their main business goal. It can be possible by improving the customer service team or possible by dubbing down the documentation and education material. One can navigate through the prioritization decisions with real customer data and testimonials, instead of depending on the business intuition. When you take time to map the hurdles of your customer, you can communicate easily with your team to know what should be the focus of your business.

# It helps for team expansion and hiring

There is a great benefit of using this tool. One of the key benefits is it help the companies to prioritize the project that are going to have great impact, which eventually help you hire and expand teams. A great customer experience map will need a great deal of investigation of what isn’t working and what need to happen to keep the customers engaged. It helps to bring different teams together for common goal, which is developing customer experience. It is as important as the revenue goals of your company and customer personas. Each and every person in your company should be well versed with what the customer needs and how the customer feels at different points of the journey. By putting the relevant documents at work help companies achieve common goal, which is happiness of the customer.

Summary

Many organizations function with internal focus, which becomes essential when customers interact with different products, services and employees. Each and every interaction the customer has with the organization has an effect on loyalty, satisfaction and bottom line. In addition to the above suggestions, it would be great to include some of the best customer experience resources available in the market.

Organizations have their own business goal, and leveraging the customer experience is one of the supporting components that keeps customer at forefront when making decisions. They can be used in both the current state reviews as well as examining the future state. It helps you highlight the key points and uncover the most significant opportunities for building better customer experience.

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