Who knows better how to improve your customer journey than customer success experts? For some marketers, it’s all about reducing churn and increasing conversions. They call it art and craft perfect buyer maps. They look for the touch points to understand how their customers interact with a brand. Yet it might be not enough just to develop answers to five questions like Who, Why, What, Where, And When.
There are certain milestones you must know and we’ll share some with you in this article. For this reason, we’ll use the industry leaders experience whose detailed mapping brought them success and made their customers’ journeys long-term.
- Make Your Customer’s Experience Positive in his Journey
When Peter Karpas says that you have to avoid the negative experience, he also mentions that it must be a memorable event. It must make a customer get more impressions from interacting with your brand. Karpas recommends extending the length of such experience. And while getting into his shoes, ask yourself whether you’d fancy having such an event in your life.
You can also improve your customer’s journey using your customers’ reviews and respond to the negative feedback too. A good tip is also not to sell your product or service directly but give some professional advice on the issues that interest your customer.
- Strengthen Emotional Connection between Your Brand and a Customer
Can you be 100% sure that your customer is loyal to your brand even if he has recently made another purchase? Sure, you can assure yourself in it but true leaders like Dr. Stephanie Parson regard the emotional bond as the main prerequisite of a positive customer journey. To build and maintain the long-term relationship with your customer you need to show a kind of eagerness to solve your customers’ main concerns. You also need to find the source of your customer’s frustrations and stay focused on resolving the issue.
- Fill in the Gaps in the Journey Map
After you’ve made a map of your customer’s journey and considerable online researching on determining the needs of a prospect, get down to brainstorming ideas. There must be at least three options how to fill in the gaps in the journey map. Bill Carmody claims defining the gaps helps to make necessary tests and turns brilliant ideas into actions. It’s like the learning process which enables long-term growth of the company.
- Break the Customer’s Journey By the Milestones
If you want to encourage loyalty and build the successful relationship with your customer, you should break your customer experiences by milestones and concentrate on smaller tasks each day. Keri Keeling emphasizes that you should always consider what happens with your customer after he makes a purchase. And thus, you can divide a journey map by weeks, create small diagrams that consider possible highs and lows. In any case, you should regard key experiences first and only then take into account other journeys.
In the article “Customer Journey Mapping Made Easy”, Keeling mentions the following key milestones:
- To welcome a customer
- To onboard or implement 90 days of new experience
- To focus on your product’s primary adoption when a customer only begins using your product
- To focus on the steady state
- To upsell
- To renew the experience.
- Keep on Improving Your Customer’s Journey Mapping
Why do even the best customer’s journey maps soon become less efficient? It’s not enough to make a holistic representation of customer-organization interaction. You should implement 80/20 approach that focuses on the most important touch points of your journey map and makes interaction processes easier and quicker for both organization and customer. It is an approach to solving real-time issues and providing a prospect with the quality experience. In this case, your journey map must undergo certain alterations and improvements over some time. But do not make it chaotic and inconsistent because as it was said above only substantial testing can show what gaps your journey map has and how to fill them with appropriate solutions.
- Do not Stop on Adoption Journey Map
It appears there should be more than one journey map to develop when you recreate the customer’s path. The first is called “an adoption map” which should be built for the prospects or customers who are supposed to be acquired. After a prospect becomes a customer, you should make a detailed map based on the particular needs and desires of your new customer. This kind of map will allow you to concentrate on particular problems, benefits, and psychology of your customer.
A customer journey can be an arduous task for a novice yet possible. Of course, you’ll have to study enough materials and try to implement some tried techniques like those I’ve mentioned above. And though a customer journey map in many things depends on a variety of factors, you can still make use of these helpful tips.