The leading consumer brands have managed to be victorious.
How was it attainable for the brands to have done it? Also, Which was the area of spotlight?
The brand’s choice of being more union into the process not only in marketing but also with the product gives them the grip to be in the limelight. Continuous effort to become influencers of the business division by comprising a lot of energy on the connection between User experience(UX) and customer experience(CX) is the marking factor.
As an organization, the journey is 60% twirled around the customer, and most of the units are also considered to work around the customers indirectly. But honestly, defining the customer’s journey is tough but mapping them is more hospitable to understand the path.
|“ I’ve learned people will forget what you said, people will forget what you did, but will never forget how you made them feel”. –|
Mapping Customer Journey
The process of mapping the customer journey is curated to understand consumer behavior.
|To note- Mapping the route to the customer journey differs from every product and service.|
In the course of doing business, it is very rare to run out of customers If you are wondering why I said this – Let me explain.
Any business when it’s launched will have at least one guest customer if we can observe multiplying it most quickly and effectively is in the cards of the business owner. Recognizing the requirement of the customer journey and understanding how to evaluate is the source of the process. Generally, the comparison of every input is necessary to keep a tab on the progression of the result.
In 2020, customer experience is the most highlighted section of any business, but to keep a track of creating one and understanding the journey map is crucial.
So, how do we create a journey Map?
Every journey map is unparalleled in a different way depending on the customer, persona, specifications, and so on. The data-driven strategy is a crucial point of every map. Aligning the data with the user persona will drive better results.
|Pro Tip – Initially do not go with the complicated ones.|
#1 – Defining the map’s scope.
#2- Develop a user persona and define behavioural stages.
#3- Align the goals in each stage.
#4- Map the pain points.
#5- Develop an emotional experience around the persona.
#6- Follow the trends and patterns.
#7- Recommend changes now and then.
Each stage has got a corresponding customer goal that goes relevant to the respective touchpoint.
Starting with the basics of customer journey mapping, it requires an overview of fundamentals from the information available. And bookmarking the necessary data required for a mapping process.
Image source- medium post
The images give us an idea on the possibility of positive and negative experiences faced by the customer through the journey in respective phases.
Now that since you have known the basics of mapping the customer journey it’s easier to align your requirements and define your goals.
Digital touchpoints of the customer journey
We go by the saying “a modern problem requires a modern solution”.
In a highly competitive digital world, depending on one area to create an impact doesn’t seem to be a convincing idea. Also, understanding the digital touchpoints of the journey gives transparency on channels to drive customer action.
On the digital route, your goal is to marshal messages to the audience in every stage through different forms and different zones.
Image source- Google
Managing all the digital touchpoints is a struggle. Hence, align and schedule them to make it a bit relaxing. Consistency is the key to digital transformation, constantly engage and update audiences with personalized experiences.
|To Note – Digital touchpoints are deemed to be the central point for acquiring customers|
The ultimate aim of a digital touchpoint is to make the audience fall in love with your brand.
How do you presently make it effortless for the customers?
Customer experience metrics and data are leading choices, making the digital mapping journey easy.
Let’s rise with-
- Adjusting the gap between Social media and websites.
- Integrating the user experience specific to the device.
- Optimizing content connected to the app.
- Troubleshooting bugs often.
- Measuring abilities before going live.
The digital touchpoint is a vast area to finish it in one go. Integrating with strategy and giving relatable content to the audiences will leverage you to move ahead. Going with the digital medium, the brand needs a self voice to be recognized as a personality in front of the audience.
The emotional aspect of the customer journey
Image source- customerthink.com
In the most advanced technology connecting customers in the right way is through emotion. As a brand, addressing customer needs through unforgettable experiences and a positive note is to show “ YOU CARE ”.
|To Note- A survey says 45% of customers are willing to pay more for better customer experience.|
From all the forms, the maximum where the customer is in contact with the brand is through customer experience which also gives liberty for the brands to talk or connect the customers directly and make them feel heard.
How do you bring an emotional aspect to the customer journey?
I say it’s through “Empathy”
Do “qualitative research” on every touchpoint in the journey it captures the emotions if the customer is happy, sad, or neutral or “customer journey analytics” to measure the emotions right.
|Pro Tip- Use emotions to connect audience emotions.|
To measure if your setting memory right here is something that you can follow- I have always said not to have complicated designs over colored, while branding. That’s because as humans our brain is designed to have simple ones lasting for long. Generally, if I name an animal to say “Tiger “ your brain started picturizing how it looks and also 2-3 features of it which name it right away. It is also the same with the brands when I name “ Dairy Milk “ you can remember how the wrapper looks and how it tastes.
This is the type of emotion and feeling which a brand needs to leave behind with the audience.