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Map your Customers Journey!

How to map the customer journey!

The key to success with your business is creating an incredible customer experience. Something that sets you apart!

Energetic Consulting can work with you directly to map your customer journey and begin the process of creating a rocking customer experience! We’ll guide you through the detailed and nuanced journey a customer takes in engaging with your business and uncover ways to streamline that process and increase your success with those customers.

In the meantime here are some tips  around the process. Enjoy!

A powerful and key process to undertake if you are looking to improve your customer experience is to map the customer journey.

This simply means identifying all the ways your business comes into contact with its customers (the “touch points or “moments of truth”) – then reviewing them through the customers eyes, looking for ways to change, or improve the customer experience.

Examine the whole customer journey

The customer journey extends well beyond the face-to-face, email and phone contact you have with your clients.

It typically begins before the customer makes contact via things like your website, Social Media, brochures, pamphlets, advertising and extends through to post sale, how to maintain and build your relationship with clients.

It is important to understand, each way you come into contact with your client, shapes their experience and is a “moment of truth”!

While some are clearly more important than others – they all count!

Identify all your “moments of truth”!

The first step in the process is to identify all your “touch points” or “moments from truth”. The obvious “headline” items will be easy – others may take longer to identify.

To ensure none are overlooked, it is best to complete this exercise over two or three weeks – noting down items as they come to mind.

For larger businesses, gather the team to identify the “headline” items and then ask the team members to identify the “moments of truth” for their particular area of the business.

Alternatively, you may prefer to rollout the concept at your Planning or Strategy Days – this can be a fun team building exercise with the added benefit of introducing team members to the concept of looking at what they do on a day-to-day basis, through the customer’s eyes.

Headline items can be things like:

Website

Phone Contact

Meeting

Fine tuning negotiation

Social Media

Premises

Meeting follow up

Presentation final solution

Promotional Material

Signage

Documentation

Pricing

Advertising

Initial Contact

Transaction Process

Invoicing

Email

Initial Meeting

Solution presentation

Relationship building

Having identified the headline “moments of truth” – the next step is to consider all the sub-elements that may apply to each. For example, what the actual steps involved when you meet a client face to face, what is said, what is tabled? Similarly the website, what pages exist are they client, or internally focused?

When you breakdown headline elements into sub-components, areas needing improvement will start to become apparent. Often this involves internal processes or policies, which detract from the customer experience, or the type of conversations we use to engage clients.

Review the “moments of truth” through the customers eyes!

When all “moments of truth’ have been identified the next step is to:

Record them in the sequence of the customer journey

Rank them, using a scale of 1 (poor) to 10 (excellent) – through the customer’s eyes

Involve your clients

If you are uncertain, as to which areas you should give priority – seek the input of your clients, ask them to rate each “moment of truth” – then rank them in order of priority.

Where they score you low, on what they see as a high priority item – don’t forget to ask what they see as a potential solution.

(Involving clients this way demonstrates you care and can often uncover opportunities for improvement that would otherwise be overlooked)

Create “Action Plans” to change the customer experience

As most businesses will have many “moments of truth” – the next step is to rank them in terms of importance to the customer, giving priority to those which are rated important from the customer perspective – but which have been scored low.

You then create an Action Plans, seek out solutions and allocate responsibilities for the most important and go from there.

When the solution has been tested, implemented and rolled out – you then simply focus on the next most important item.

The benefit of this process – when implemented the way suggested, is that you will effectively have a prioritised Action Plan to significantly improve the customer experience, over the coming year or longer! Almost a Business Plan orientated around the customer and action!

Sometimes the solution to the problem may not be immediately apparent. Energetic Consulting can help you when you hit roadblocks.

Summary

Mapping the customer journey can be a very rewarding exercise as it invariably uncovers facets of the business, which have been working against delivery of a quality customer experience.

Many of the solutions will not even involve capital outlay – rather they will be about changing the way you engage, educate and communicate with your clients.

Kindly provided by Bruce Hall of Client Edge.

If you need help mapping your customers journey, contact Energetic Consulting today and start creating raving fan customers!

 

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