Your customers go on a journey when they interact with you. A big part of customer service is to make this journey as easy and pleasant as possible. Customer experience mapping journey can help you achieve that.

Employees interact with customers in many different ways. When they do, you want them to deliver great customer service. Research has shown the importance of this type of positive customer interaction. The findings from a Salesforce study show:

  • 80% of customers view the customer experience as important as the company’s products
  • 60% of UK customers expect a connected customer experience
  • 69% of customers with real-time connection with companies

If you want your business to succeed, then meeting these customer expectations is important. Customer experience mapping can help understand your current customer connections. It’ll also make it easier for employees to deliver great customer service.

 

What is a customer experience map?

You need to understand the concept of customer mapping experience in order to reap its benefits. A customer journey map is a visual representation of a customer’s journey with the company. It shows the different layers of interaction a customer will have. This can range from learning about your business to making a purchase. In the modern digitalised world, there are plenty of ways customers communicate and interact. They can be in touch with the company via social media, emails, websites and so on. All of these can impact the customer experience.

When you create a customer experience map, you outline all these different touchpoints. Customer experience mapping can take the form of infographics, videos or other visual forms. You are representing the journey in a visual format.

One important thing to understand about the customer experience mapping journey is the multitude of journeys customers will have. You have different types of customers and it’s important to always create a map for these different customers. For example, some customers might be a lot more tech-savvy and communicate with your brand only on the internet. Other customer types could be much more traditional and prefer face-to-face interaction. You want to ensure your customer experience maps understand all the different ways customers interact and behave.

 

The benefits of customer experience mapping

Your customers can interact with your business in many ways. When they do, they will be in contact with an employee. The employee might be a web designer or perhaps a sales representative. The interaction doesn’t always have to be direct. But the fact is that all of your employees have a role in the customer experience. Sometimes this is direct interaction and sometimes it’s indirect. But each employee has to be aware of the big picture to provide smooth customer service.

Customer experience mapping has many advantages. You can:

  • Understand customer goals – What are customers looking to achieve when they interact with your business? The answer helps you align your offerings with customer goals.
  • Identify customer pain points – What are the problems customers might face when interacting with your business? Knowing the pain points helps you improve customer service and iron out those problems. You can improve your service and product.
  • Know your customer profiles – What kind of customers are attracted to your business? You’ll get to know your customers better and create more personalised marketing campaigns.

The above points all lead to better customer understanding. The more you are aware of your customers, the easier it is to serve them. Better knowledge helps with marketing, sales and customer care. Your employees are more aware of what they are doing and how it’s impacting customer satisfaction.

As you become more aware of your customer journey, you start noticing two key things. First, you get a glimpse of the things that make customers leave. You identify the customer profile for those who don’t make a final purchase or who might not return. You’ll also notice the customers who stay. Both of these details can help you in improving the second category. You can fix your product or customer engagement in ways that lead to higher retention rates.

 

Customer experience mapping helps employees deliver

The knowledge you can gain from a customer experience map is vital for customer service. If you provide the employees with the tools to understand the customer experience, you give them the tools to enhance their work. It’s much easier for web developers to create a good website if they know what the current problems are. Similarly, your customer service team can answer customer queries if they understand the different ways customers might have interacted with your business.

If you want to improve employee interactions with customers, then you should look into the customer experience mapping journey. The information can enhance your customer interactions and help your employees deliver value.

By Lisa Baker, Senior Editor

Senior Editor Lisa Baker is the owner of Need to See it Publishing Group, providing contract news for business and news sites across the UK. Lisa is an experienced HR writer and commentator, editing HR publications for more than 5 years.