We can create, review, produce, consume, entertain, work and play all with a touch of a button. The digital age is has created The Age of the Customer. We are now in the boxseat as we have the resources to make us smarter than ever before. We now have access to tools that were only available to large enterprises a few years ago and what’s more they are very affordable. We are now empowered to make decisions and choose who we want to do business with. More and more these choices are based on the sorts of experiences that businesses provide.
“Smart customers are right here, right now. We’re not talking about sometime a decade out. Right now, smart customers can “see” traffic james two miles ahead – and avoid them. They can “sniff out” delicious food being prepared 5.4 miles away – and reserve a table at that top ranked restaurant in an instant. They can “hear falsehoods in the voice of a pushy, unethical sales person and recognise the precise factual errors he has stated – and locate elsewhere exactly the price, features and delivery they require.” Smart Customers, Stupid Companies: Why Only Intelligent Companies Will thrive and How to be One.
So the tables turned, the customer has more negotiating power and choice than ever before. What does this mean for your business? I believe it means there is no where to hide and you now need to be truly customer centric. You need to create experiences that are as smart as your customers.
Effective touch-points of all types—human, static and interactive—move customers closer to your business. Ineffective touchpoints push customers away. As a result, touchpoint performance is critical to customer experience. To improve it, you need to understand what touchpoints exist and how well they work.
Customer Journey Mapping is a way of drawing a map of your customer journey and is used to analyse, the processes and perceptions so that it can be improved. The visualisation of every touch-point or experience helps you determine how to optimise the overall experience.
We help you to see customer journeys, through your customers eyes. Customer eXperience (CX) mapping starts with understanding the Touch-Points across the current end2end customer journey and standing in customers shoes.
Example : Banking
This process includes
- Map the end2end journeys through customers eyes
- Identify pain points and moments of truth
- Improve the things that customers value most
- How to measure the real customer experience
- Capture the true costs of failing to meet customer expectations
- Get your internal Touch-point owners fully engaged
- Pinpoint where to focus to improve customer loyalty
- Identify new ways to engage customers
- Re-innovate to define your signature brand experience
- See our example Employee Journey Map
We can support you in this process by starting with mapping an existing customer journey and then progress to define the ideal signature brand experience. To learn more about how to get started with customer journey mapping for your key customer segments Click Here to find out more
Online Mapping tools
Great news….Customer Journey Mapping just got even better!
TouchPoint Dashboard is the first online software of its kind and goes beyond traditional mapping techniques. Maps are sharable with remote colleagues or anyone with access to the internet. This makes co-creation much easier and dramatically speeds up the total process of mapping a customer journey for different customer segments, propositions, channels and variations in your operating model.
- %Organise all Touch-points
- %Capture Touch-point information in one place
- %Share online maps
- %Collaborate with remote colleagues
- %Change views with one click
- %Map end2end journeys
- %Create a library for proposition design
Book a consultation today to discuss how we can help you use customer mapping.