According to Forrester report, CX leaders grow 14% faster than CX laggards. The digital marketplace has become more competitive than ever before because majority of today’s customers enjoy a myriad of options across all channels, especially online. To stay ahead in this fierce competition, companies spend huge amounts every year to enhance customer experiences. The CX leaders have realised that all customers want is to fulfil their specific needs across touchpoints with ease. This is where an effective customer experience map can highlight a holistic customer experience and illuminate the pain areas that customers have during their interaction with your brand. The pain points may include disjointed areas such as device gaps when switching from one device to another, inter-department clashes, inter-channel issues, payment gateway problems, delay in delivery and so on. Let us take the example of customer journey using a food app to order food.
4 steps to craft an effective customer map
Different organisations have different methods that work best for them – an infographic, a storyboard, a sketch of customer journey with a timeline or a video.
No matter how you choose to frame your CX map, the most important thing is to keep it simple so that it is easy to understand.
Here is an example of mapping customer experience:
Step 1: Understand the customer
To begin crafting the map, collect relevant data to gain honest insights. Scour various departments for information. Your data sources can include customer satisfaction surveys, call centre logs and existing customer personas. Once this is done, sort the data for analysis. You can sort them into three primary blocks – Doing, Thinking and Feeling. These can be further broken down into Place, Time, Devices, Relationships, and Touchpoint.
Step 2: Collaboration is the key
A customer experience map is successful when done collaboratively. A strong collaboration with other functional teams such as Sales, Marketing, Servicing and Designing is crucial to understand your customer in every step of their journey. It is important to get real-time insights at the actionable points where your brand directly interacts with the customer. Use story boards to discuss the data, insights, and ideas with the teams. Sketch noting can help in capturing the customer experience through all the touch points.
Step 3: Build a visual story
Once you develop the storyboard, the customer journey can be outlined. In order to make it easier for the stakeholders to understand, you have to build a compelling visual story that simplifies the complex customer interactions across all touchpoints. Use summarised key points to make it clear and concise so that the audience can grasp the most important aspects of your map.
Step 4: Device new action plan for way forward
Use this map to chart new action plans to improve customer experiences. This map will give you a clear picture of the areas of improvement across an omni-channel business model.
As stated earlier, there is no right or wrong approach to build your map. Every experience map is unique. As long as it is customer centric and can explain complex customer interactions clearly, this map can be used as a strategic tool to take your organization ahead in the CX race.