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If you haven’t planned for a customer experience map yet, you might be missing out on so much. This map draws out insights and expertise on how to play to your strengths. And even to grab the best of opportunities that translate into a bigger impact. However, do not get totally overwhelmed by t
If you haven’t planned for a customer experience map yet, you might be missing out on so much. This map draws out insights and expertise on how to play to your strengths. And even to grab the best of opportunities that translate into a bigger impact.
However, do not get totally overwhelmed by the magnanimity of the customer experience mapping. It might look like a daunting task at first, but with the right steps and practices, you are not far from customer excellence. Here we put together a comprehensive explanation to the same covering these:
There is no precise definition of a customer experience map. Basically, it gives an understanding of the route through which a prospect goes through to convert into a loyal customer. This route walks you through varied interactions, assessing channels and touchpoints, and analyzing behavior.
It is often confused with the customer journey map. Although they are not exactly the same, they stand similar. A journey map puts a laser-beam focus on a specific part of the customer’s journey, say, the purchasing part. An experience map is used when you are not completely sure as to where exactly the problem lies.
What do you need to get the mapping started? Here is a step-by-step guide that you will be needing before you step in. All of these involve a substantial amount of tools and time to conduct smoothly. Let’s dig right in:
It is wiser to track all the inventory of touchpoints in advance. It can be your social media handles, websites, online ads, etc. Getting hold of traditional advertising such as mail, retail stores, radios, TV can be done too. Aside from this, some of the other facets such as marketing campaigns, referrals, newsletters, and affiliates can serve the purpose as well.
Once you are done with the planning, what matters is how well you assess the data. This phase constitutes transferring raw, unused data into more informative insights. It is time to present things in a rather aesthetical manner and dig into data mining.
Of all the information that you have received up till now, you can filter feedback from the data. You can so do in multiple ways. This includes interviews, surveys, testimonials, etc. How people see you in your social media presence, speaks a lot too. Delve into the blog comments and assess how they find your service. Aside from this, web analytics too is a great way to know the engagement of users – their number and time sessions.
Online forums too play a crucial role in discussing and ascertaining your performance with people, live. No matter which data mining method you pick, it all simmers down to establishing insights from your customer’s standpoint. The purpose of every touchpoint should quantify the effectiveness and complement it with suitable, comprehensive data when needed.
In the end, you should focus on discovering something new about your customer in each of the stages, as they walk with you. Know, what the context of every stage is. Unravel through the activities that might help in bringing a customer into your brand. And hold on to them right from their first interaction to the last one.
Once you do that, note the touchpoints and ascertain how to convert these insights into opportunities that can bring about a radical change in the customer experience. Finally, team up with the other teams too, so that all of you are on the same page. Garner as much as insights, and this will aid in crafting a flawless experience map.11
In simpler words, your customers begin their journey with you, right from their first interaction. When you imbue value and quality into your customer experience, you tend to convert many prospects into ravings fans. And this eventually translates to more profit and revenue. That is what a customer experience mapping does. It captures a user’s experience by identifying his acts, and perceptions. Viewing a company from a customer’s lens will manifest you with a fresher approach that could have been previously overlooked.
Simran hails from the content marketing backdrop with extensive knowledge in blogs, articles, and technical whitepapers in the non-fictional domain. She uses her ‘gift of the gab’ to explore new possibilities on her way and to make an exquisite impact on her readers. In her spare time, she likes to read journals on artificial intelligence or play with her cute kittens.
Published 19 Nov 2020, Updated 30 Dec 2020
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