I’ve been mapping customer journeys for many years. It’s a really effective way of looking at a business through the customer’s eyes to highlight small business process changes that can have a huge impact.
It’s important to work out what you want your customers to do, and then to make sure that you have simple and obvious journeys for them to do just that!
There are 4 key stages in any business/customer relationship:
The first is awareness – what do you do to make a potential customer become aware of your business – this can be a website, advertising, networking, exhibitions etc. Everything you do to generate interest will cause the potential customer to do something to find out more. Be clear about what you want them to do and make it obvious how they can get the information they need.
Second is consideration – most businesses now want to drive potential customers to a website or to make a phone call. When they do, they are trying to find out if your product or service can meet a need they have. This means you need to be clear about how you can meet customer needs – don’t focus on the features of your product or service – focus on the benefits to the customer.
Third is purchase – how easy is it for someone to buy your product or service?
Fourth is the ongoing relationship once someone has become a customer. Think about what needs they may have – repurchase, have a query answered, make a complaint for example, and make it as easy as possible for them. Think also about what you would want them to do – give you feedback and refer others for example, and make sure it is easy for them.
Mapping your customer journeys in this way can be difficult – because you know so much more than your customers about your business, often something can seem obvious to you but it won’t to a customer, so try to involve people who don’t know much about your business when you are mapping and testing your journeys.
Nigel Greenwood
We've improved lead to sale conversion by up to 200%, improved customer retention by up to 80%, reduced complaints by 50% and increased profits by up to 30%, all with small, simple changes that can be delivered immediately.
We also help businesses to grow rapidly through regular customer feedback, analysis and recommendations.
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