Customer Journey Mapping

Customer Journey Mapping

What is Customer Journey Mapping?

The customer journey is evolving at a rapid pace, therefore it’s vital for brands to keep up. According to research by Gartner, 81% of customer journeys span multiple channels and 52% will switch brand if the experience isn’t personalised.

Customer journey mapping allows a business to see their brand from their customer’s perspective. It allows brands to gain insights into how they can improve the customer experience at each stage of interaction.

According to Forrester, the customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Successful brands focus on developing a seamless experience that ensures each touchpoint interconnects and contributes to the overall journey.

A touchpoint is when a customer has any interaction with a brand. These touchpoints can range anywhere from a customer stepping foot in-store or visiting the brand website to making a purchase or returning it 6 months later.

Why is Customer Journey Mapping important?

According to Gartner 80% of CEOs think they provide superior customer experience, only 8% of their customers agree [1]

Having knowledge of the customer based on quality data and analysis means brands can begin to optimise and target their business activities accordingly. They can create more meaningful interactions and therefore connections with their customers leading them to become advocates for the brand and driving real value.

Another benefit of customer journey mapping is improved sales cycles. Brands can use mapping to create a more seamless experience for their customers across all channels. Customers shouldn’t experience any inconsistencies in information or any roadblocks at any touchpoint. The sales process should be streamlined and allow the customer to move seamlessly through the sales funnel quicker.

How to implement Customer Journey Mapping with Adoreboard

Customer journey analytics is quickly becoming a key differentiator in the customer experience arena. It is a key priority for a brand to become centred on the customer.

Our platform Emotics can provide a detailed overview of your customer journey. The analysis will reveal specific pain points along the journey to allow the brand to identify key areas to actively improve customer experience. We use advanced emotion analysis to uncover the key emotions felt by customers at every touchpoint. This enables brands to understand where they will have the greatest positive impact on customer experience throughout the journey.

You can implement customer journey mapping into your CX program with 4 steps.

  1. Define your CX vision. It is important for brands to have an overarching vision for what they want their customer experience to look like.
  2. Define what you do and how you do it to meet your CX vision. Think about how you deliver your CX vision through your products or services.
  3. Then group your activities by importance:
    1. Basic. For example, a retail store’s basic activity is keeping the store clean and the lights working.
    2. Essential. For example, this could be that you offer home delivery like your competitors.
    3. Differentiator. For example, this can be that you offer free next day delivery to enhance CX.

4. Once you have looked internally at your activities you can look externally to see how these activities really match up with your CX vision. This can be done via surveys such as SurveyMonkey. Adoreboard Emotics engine will then run the results to uncover key emotions present at each stage of your customer journey.

Click here to find out how Adoreboard can help you understand key emotions at each stage of the customer journey.

[1] ‘Closing the Delivery Gap’ Bain & Company

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