No customer experience should be accidental. Everything needs to be by design. That’s why having a customer journey is important in your brand communication.
– Craig Barker, Koobr
Does your business have a customer journey in place? If not, you could be severely neglecting the needs of your customers, as well as seriously impacting your brand communications in a negative way.
Whether you’re thinking from the point of view of a business or a customer (because we’re all consumers, at the end of the day) it’s easy to recognise the value of products and services, but customer experience is an important part of the entire package as well. Not only influencing the customer’s motivation to buy, it can also establish a positive connection that transcends customer satisfaction – emotional attachment.
When we form an emotional attachment to something, it’s because it has a deep, meaningful affect that leaves our experiences more pleasurable and our lives that little bit better.
Consequently, we attribute greater value to these attachments; 86% of buyers surveyed will pay more for a better customer experience.
It’s a principle that companies like Apple, Google and Amazon have been advocating for a long time – differentiate yourself based on the experience you deliver to customers, not just on the products you sell.
Customer journey – Engineering better experiences that are on-brand
With the idea of ‘customer experience as product’ firmly in mind, it makes perfect sense then to apply the same level of deliberate engineering in its delivery as you would to everything else.
Customer experience can be broken down and mapped as a ‘journey’ charting the customer’s interaction with your business – from start to finish, across multiple touch points – and fit to align personalised customer needs with your objectives. This is what’s known as the ‘customer journey map’ (above).
The goal of the customer journey map is really to get a holistic view of what the customer is going through from their point of view and really what it’s like for them on a personal level, that human level.
– Kerry Bodine
Whenever we use the phrase ‘customer journey’ it’s most commonly thought of in terms relative to website design (the user journey), with the aim of developing a website that provides a user-friendly experience in order to facilitate conversion. Well, this is precisely the same concept we’re talking about here, only on a scale that encapsulates every experience the customer has with your brand as a whole.
Consistent brand communication at every step
A customer journey map is certainly a useful tool for identifying pain points between customers and business processes, removing barriers and optimising conversion-rates. But to view it from a pure sales perspective would an oversight on how it improves customer experience and brand communication.
The rise of omnichannel marketing