Considering the complexity of today’s retail world as technology gives shoppers more power to find what they need both inside and outside of the store, mapping these journeys has become an essential evaluation tool––one that is more simple and powerful than you might think.
In short, customer journey maps are diagrams that clearly define and order the touchpoints customers are using to engage with your brand. More importantly, they show how customers are jumping from one touchpoint to another in order to find and purchase the products or service they’re seeking.
While more touchpoints requires a more complicated customer journey map, those who find themselves managing a wide range of interactions owe it to themselves to make sure they’re investing in a system that ultimately gives customers a great experience.
If you’re wondering whether or not you could benefit from a customer journey mapping program, let’s check out some of the biggest benefits these maps can give back to you:
1. Improving Operational Efficiency
All too often companies struggle to improve their approach to customer experience when the cost of delivering new services to customers seems to outweigh the potential benefits.
Customer journey maps highlight actions the company is taking that are believed to be crucial to the shopping experience, when in fact, they may not be developing customer relationships like you think they are.
Cutting out inefficiencies while improving what works best not only gives customer experience professionals a big win to celebrate, it sets the company up for long-term growth for years to come. Specifically, these improvements translate to easier transactions for the customer which boost your conversion rates and reduce the number of shopper leaving the process prior to purchase.
2. Encouraging Internal Coordination
No matter how large or small your company is, struggling to get everyone to see eye-to-eye on important issues within the organization can be a huge productivity killer when retailers are focusing on moving forward faster than ever.
Successful customer experience strategies rely on multiple teams to work in harmony with each other. Customer journey maps give you a tool just about everyone can use to get on the same page and start working toward a common goal.
This is the perfect solution for companies searching for new ways to tear down silos within their organization, get people talking to each other and pass those improvements directly onto the consumer.
3. Finding New Ways To Differentiate
While customer journey maps are primarily designed to look within your business for areas of opportunity, it can also be a powerful weapon when differentiating your experience from a competitor’s.
After carefully identifying the inefficiencies keeping you back from delivering the best experience possible, customer journey maps also show you what you’re best at. Combine this data with competitor research and you’ve got a system capable of revealing customer experience opportunities competitors haven’t picked up on.
According to a 2011 study by Siegal & Gale, 82% of consumers around the world are more likely to recommend a simpler brand to others.
Customer journey mapping identifies wasteful investments, makes your greatest strengths clear to the entire company, and reveals opportunities you might have missed without proper evaluation.
Regardless of what you need most from your journey map, remember to keep your team focused on actionable improvements. While this tool is excellent for bringing your company together to talk about your approach to customer experience, don’t stop at talk––be sure to walk away from each meeting with a clear understanding of what needs to be done to move your strategy forward.