Today, the customer journey is much more complex and varies widely across different organizations and customer segments. It is no longer the product that is the focal point; it is the experience the company delivers. This article is a guide to help you develop a customer journey map for your customers’ experience that will allow you to view your organization and its process through their eyes.
The article outlines a real-world example of how a financial institution used journey mapping to identify the root cause of attrition and strategies for increasing customer retention when investment representatives retired.
What is Journey Mapping?
A customer journey map is a visual representation of the journey a customer has with your brand, products, services, and people. It is important to note that journey mapping is not an appropriate replacement for quantitative efforts, but rather a good starting point or supplement to quantitative efforts. It includes multiple touchpoints from the customer’s point of view, such as:
- Key moments and evaluation points in the process
- Positive and negative components of the experience
- Attitudes and emotions that may come into play