Customer journey mapping is an essential way for organisations to visualise the customers’ experience through their eyes. It enables brands to really understand how consumers see things at key touch points in the journey.
Mapping can enable organisations to identify pain points across different areas of the website or blockage points that might be impeding the customer journey. Once these have been identified, they can then work to address the problem. This can be achieved by implementing an optimisation strategy that focuses on improving the experience at those pain points.
Visualising the journey of a customer in this way can also help the organisation ensure that the business goals are aligned to the goals of the consumers. For example, if one of your aims is to increase newsletter sign ups the journey map can help to identify the optimal point to focus on this, so that it doesn’t conflict with the customer’s goal. This is evidenced by the work a couple of global publishers have undertaken to identify the best point in the customer journey to promote app downloads and registrations / subscriptions. In both cases, serving the promotion early – at the original point of arrival – proved the most effective and most in line with the optimal customer experience.
Customer journey mapping can also be used to segment user groups in order to personalise the experience they receive. What may be relevant to one consumer may not be relevant to another and it is important to address this when mapping out a prospective consumer’s journey in order for them to receive the best possible experience.
Timing is also an important factor for organisations to focus on when looking at customer journey mapping. Organisations can use these maps to look at the time it takes consumers to complete certain actions, or to identify the optimal time at which to request a particular action. For example, an online classified ads site wanted to encourage its visitors to sign up to email alerts when they were exhibiting behaviour indicating they were about to leave the site. By combining customer journey mapping with optimisation techniques, the organisation was able to establish that although a prompt at the 1 minute point gave greatest visibility, it was the prompt at 6 minutes that led to the highest alert completion rate and the highest number of returns to site.
A good customer journey map should be able to convey the story on its own, without the need for supplementary documentation. It should be a visual representation of the online experience that is easily understandable and enables the identification of key customer touch points. Your customer journey map can then provide a great foundation on which to build your optimisation strategy.
By Steven Keightley, Principal Consultant Media and Services at Maxymiser.
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