Admit it: Your customers are not satisfied. Your service employees are overwhelmed with complaints. The retention rate is nonexistent. And there’s a deafening void in the funnel. With a customer journey analysis you can find out why this is the case and how you can do better.
A customer journey confronts you with a fundamental decision. Who is going to struggle the most: you, or your customer? After all, someone must do the work. Pro tip: Make sure that someone is you. Because today nothing is more important than customer focus. Most of the products are identical. Most of the services are nice add-ons. No one can actually afford unsatisfied customers anymore.
Time to make up your mind.
Understanding the target group is key in a customer journey. Who are your clients? Where and when do they come into contact with your product or service? And where and why aren’t they doing what you want them to?
Once you know all of this, you can react and optimize. You can close gaps, revise messages, improve product and service and, lastly, increase customer satisfaction. But before you start dreaming, you got to face reality. The reality of conducting a thorough analysis.
At the beginning we start with turning an abstract target group into a specific person and record the information in a persona profile. Who is the person you want to buy your product? What’s her name, what does she look like? How old is she, what is her story? And above all – and that is actually the most important thing: What are her needs, what are her wishes, fears or reservations? When specifying a persona, it is important to unravel motives and buying behavior as good as possible.
We continue the analysis with the question: Where and in which phase of the buying process does the target group come into contact with you? In this step, all touchpoints must be identified and collected. We dig a little deeper: On what channels are the touchpoints located, which media does the persona interact with, and if you are very brave: which department is responsible for the touchpoint?
All of this now has to be visualized. Best practice: the customer journey map outlines the touchpoints in a chronological order. A classification into the different purchase phases: Attraction, Interest, Desire, Action (AIDA), has proven itself to be very effective. But: The number of phases depends on the purpose of the customer journey, the product or service and of course your customers. And now it’s getting serious: Optimizations are based on a status quo of customer satisfaction at the individual touchpoints. To measure that, you can use existing data, interview employees, or go straight to your customers.
The transparency of a customer journey helps you tackle optimizations precisely. Maybe you need a strong awareness campaign because your funnel just doesn’t want to fill up. Or numerous customers change their mind just before making a purchase. A trust element or personal contact with the sales staff could be the solution here. Or the cancellation rate is just too high, which might have to do with the expectations you’ve create beforehand, that you cannot meet. Better communication in advance or an adaptation of your product to uphold your promise could be ways to reduce the cancellation rate. As you can see, a customer journey triggers various measures. Sometimes you’ll need a big campaign and other times simply rewording your content will do the trick. But what it always takes is passion for your customers. How much passion do you have?
Bold ideas are like bold people: they remain engraved in people’s minds. Are you bold enough for bold ideas?