Customer experience continues to be the biggest priority for brands to excel in today’s marketing landscape. However, many brands still struggle to achieve this objective, making it difficult for them to attract and retain customers. However, if they focus and evaluate their customer journey, they can deliver exceptional customer experiences, scale their business and increase ROI.
For brands to strengthen their position in the marketplace, it has become crucial for them to deliver an exceptional experience. According to a study conducted by Walker, at the end of 2020, the customer experience was predicted to overtake price and product as the key brand differentiator.
However, the path to creating an exceptional CX is filled with roadblocks such as changing customer priorities, habits and behavior- which makes it difficult for brands to deliver the required customer experience. But, by focusing, reassessing and building new strategies, businesses can enhance the customer journey and the overall customer experience.
A customer journey map provides brands with a framework to work with as it analyzes all the interactions that a customer has with the brand as they move forward via the marketing funnel across the brand’s entire touch points. It can not only help brands understand gaps in their customer journey, but also help them extract the most value out of it.
One-to-One with the Customers
Instead of creating customer personas for developing their marketing campaigns, brands must take the initiative to speak to customers individually. Since journeys are different for each customer, using this approach can help brands eliminate their preconceived notions about their customers and provide valuable insights for making informed decisions.
Brands must continuously assess and validate their customer journey with actual interaction data gathered from sources of all touchpoints to get a real-life validation of the previously mapped customer journey.
Mapping End-to-End Customer Journey
With an end-to-end customer journey map, brands can follow customers’ touchpoints as they travel through different phases of the customer journey across all the brand’s channels.
Brands can use this data for creating new customer experience initiatives that showcase what a customer goes through, as well as what their pain points are along the customer journey.
It provides a clear view for brands on where they should focus the efforts that can help them elevate their customer experience.
Mapping to Achieve Certain Goals
Instead of trying to improve the customer journey holistically, brands can focus on improving multiple smaller and focused journeys.
By taking this approach on smaller journeys, brands get a deeper understanding of the customer’s need states, the factors that influence their decision and how they make their decisions.
To survive in today’s competitive digital marketplace, brands have no choice but to improve and enhance their customer journey in order to deliver exceptional CX. By having in-person interactions, mapping end-to-end customer journeys, and taking steps to improve multiple smaller journeys, brands can deliver the most value for their customer journey.