What 86% of Your Customers Want You to Know
Emplifi’s report showed that 86% of customers would leave a company after two poor experiences. 49% of customers actually churned during 2022 due to customer experience.
In the last post, we defined the Customer Journey Map as:
“A visual representation of a customer’s direct and indirect touchpoints with our company, including all of the steps required to complete a task”.
In this post, we're going to focus on the first part of the sentence - the “visual representation”, which allows us to identify current problems and find the right solutions before they affect more customers.
Understand the journey through graphics.
Customers go through various stages from the moment they learn about your product to their decision to renew their subscription. Each stage has its relevant touchpoints, goals, emotions, expectations, and necessary actions and tasks.
Each stage holds the opportunity to turn the customer into a raving fan or the risk to turn them into a disappointed (and churned) customer.
With such high stakes, it’s clear that everyone in the company has to be aware of the journey and all of its components.
But, with so many people, how can we do that?
That’s where the visualization of the customer journey comes it and luckily, there are a few types of Customer Journey Maps that we can choose from depending on our goals.
1 - Customer Journey Overview
This map allows us to see the entire journey, from start to finish, with all of the stages it includes.
The benefit? Since it's self-explanatory, it's not overwhelming.
The drawback? It doesn't provide us with any details regarding the customer experience.
2 - Psychological Customer Journey
We know that customers are individuals with psychological needs and wishes, but
Do we really KNOW what they’re feeling at each stage of the journey?
Do we know if their psychological needs are being met?
This map allows us to see the psychological status of the customer at each stage of the journey (Liu & Chiang, 2018).
Highlights the most important psychological aspects.
The drawback? If the company isn’t fully customer-centric, executives and directors might not be interested in learning more about the customer psychological state.
3 - The Completed Customer Journey Map
This map includes all of the fundamental components of the customer experience, including (Alvarez, Leger, Fredette, Chen, Maunier & Senecal, 2020):
The customer’s steps and actions
The customer’s expectations and goals.
There’s a lot to gain from the Customer Journey Map.
Graphic and images are more attractive to us as human-beings and easier to understand (Liu & Chiang, 2018).
The map helps in improving the customer experience based on the current pain-points and touchpoints.
We can use the Customer Journey Map to further promote a customer-centric approach as the company is working on new products and/or features.
We can create a better strategy around bringing customers from point A to point B.
By learning how (and why) customers make certain decisions, we can tailor our business strategy accordingly.