The customer comes first – right?
If that is true and applicable to your business model, then Customer Journey Analysis must be part of your business DNA.
Customer Journey Analysis helps a company see its product or service through its customers’ eyes. It’s important since it helps us to visualize and understand what happens in the minds of the customers.
However, understanding customers and the customer journey is growing increasingly complex. This is due to:
- A growing increase in the number of digital channels
- Customer expectations evolving
- Touchpoints multiplying
- An increase in online self-service platforms and apps
- The increase in speed to react timeously to customer demands
- More and more data to combine and analyse within inter-business departments
- Outdated call-center and in-store data not geared towards data capturing & analysis functions
In analysing these complexities, it becomes clear that this complex ecosystem of technology must somehow seamlessly unite to fully support customers through each important phase and touchpoint of the customer journey.
In other words, digital disruption and complexity of ecosystems put the customer experience at the front of everything we do.
Inside-Out. Beyond digital and random interactions
The best way to look at customer journey mapping is from the inside-out. That is, if the customer is at the center of it all, how can we best service him/her.
The following questions in customer interviews can serve as a good starting point:
- What goes on in their heads during the buying process?
- What makes them buy from us and not from the others?
- What is important to them?
- What are the key issues or challenges they’re solving?
- What are their motivations?
- What influences their buying decisions?
Data-Driven evidence-led approach
By combining customer feedback, qualitative and quantitative data-driven research, web analytics and call center engagement feedback, a clearer picture of the most important customer journey starts to emerge.
Alignment to business goals – identify which customer journeys matter most.
The next challenge is to decide which customer journeys are vital and to analyse which areas within these journeys contain flaws or opportunities to optimise. Also, identifying the alignment between key customer journeys and long-term strategic goals of the business will present the biggest opportunities.