When you are planning how to create a customer journey map, your research should also investigate barriers to sales. These insights can not only identify what you may be doing wrong but also lead to breakthrough ideas that propel your business forward.
For example, Apple designers realized that requiring people to charge their new gadgets before using them for the first time was a source of frustration, so the company took the simple step of shipping all its devices pre-charged, recalls Tony Fadell, inventor of the iPod. That practice is now standard throughout the consumer electronics industry.
The customer journey map should touch on both visible and invisible interactions. Visible factors are those that customers experience directly, such as engaging with a sales representative or using a product for the first time. Invisible interactions are behind-the-scenes processes, such as financing approval or the time it takes to ship an order. Both can have a significant impact on customer experience and the likelihood of repeat business.
Learning how to map the customer journey can also spark innovation since understanding impediments to sales often leads to creative solutions. For example, if abandonment rates are high on a particular page on your website, a video guide or chatbot may rescue sales that would be otherwise lost.
Knowing how to map the customer journey also focuses your priorities on what matters most. It can spotlight the "magical moments" that make or break a customer experience. The Walt Disney Company once revealed that the average person who stayed a single night at one of its resorts had a 70% likelihood of returning and would spend $62,000 on Disney products and experiences over the course of a lifetime. Research revealed that small factors like keeping its properties squeaky clean and ensuring that every employee could find the answer to any question a guest asked became part of the unique experience customers appreciated.
Acquiring new customers can be costly. Investing in a customer journey map is an investment that can help you retain existing customers as well as help you deliver the customer experience your new clients are looking for.
Discover how Verizon's customer experience consulting services can help you learn how to create a customer journey map that can help drive sales.