Customer Journey Mapping through the eyes of the customer?

More and more organizations are using customer journey mapping as a tool to improve their services. What is Customer Journey Mapping? Through CJM, you map customer experiences and perceptions during the proverbial journey a customer makes to orient, purchase and use a product or service. In all contact moments and through all channels. This gives you insight during that journey:

- What are the important contact moments from the customer's point of view;
- How expectations and perceptions change;
- What the drivers for customer satisfaction and loyalty are;
- Where the peak points and disappointments are in the current situation.

With the results, you will hold your current service and customer contact strategy up to the light:

- Are we providing the right service at the right times? Where are the areas for improvement?
- What would our desired Customer Journey look like?
- How and at what moments do we want to make a difference compared to our competitors?

Once the desired path is determined, you can then start working out how and when you want to measure customer feedback throughout the journey and use it to monitor performance and drive improvement processes. The trick is to develop a memorable customer experience based on this. A memorable customer experience has peaks and (small) valleys and ends with a peak. Think of IKEA where you have to wait at the checkout but then can buy an ice cream for very little money. You have to peak at the moments that matter to the customer. So it's important to focus efforts on the important moments and not try to score an ample pass throughout the entire journey.

To increase the effectiveness of customer journey mapping, it is important to look at your organization from the eyes of the customer. Feeddex helps organizations do this through internal workshops and qualitative customer research:

With the internal method, we organize workshops with your employees. In a workshop we bring together employees from different departments. Employees have daily contact with customers and therefore already know (often without realizing it) a lot about customer needs and experiences. Involving employees increases team spirit and commitment. And through the workshop we teach employees to better understand what the customer wants and finds important. In the workshop, we ask employees to put themselves in the customer's shoes. To work out from that perspective what the customer experiences, seeks, wants, feels, etc. during the journey. Then we let the employees work out from the customer's perspective what goes well and what goes less well during this journey and what the customer finds important.

If required, we can conduct a similar exercise with some of your customers through focus groups or interviews. So that it becomes clear whether the internal results match the actual customer experience.

Result: Insight into where in your customer journey the key areas of improvement lie to improve customer satisfaction.