Client experience journey mapping is an effective method to help us understand what client’s experience today, what they think happened and how they feel about their experience. Until you’ve experienced the actual journey that clients take, we can’t begin to empathize with what he or she experiences. We need to think of the journey from the client’s perspective, mapping the experience from the beginning to the end and understanding all the interactions that go on in between. Once we understand the current experience, we can begin to design the ‘ideal’ experience.
Customer experience journey mapping is an effective method for understanding the end-to-end experience from the customer’s perspective. It is one of the best tools used today for understanding how customers interact with a company, clearly pinpointing when and where they experience satisfaction, frustration, amazement, disappointment, appreciation or judgment. This method also identifies what motivates customers to move from one stage of the journey to the next.
More specifically, a customer experience journey map is a graphical representation of every interaction a customer has—or could have—with a company and brand (see figure 1). It uses graphics, pictures and visual cues to illustrate and examine all encounters from a customers’ point of view. The foundation of a customer experience journey map includes the archetypical steps customers travel when going from Point A to Point B of their journey as they attempt to achieve a goal or satisfy a need.
Journey maps provide one of the best methods for understanding how customers interact with an organization by looking at the customer experience not from an internal view, but rather from the customer’s perspective. This important perspective provides a proven framework to uncover moments of truth and opportunities to delight or WOW customers. A customer experience journey map also shows how different departments work together to interact with the customer and reveals the influence of various functions on the inputs and outputs of the end-to-end customer journey.
“Your most unhappy customers are your greatest source of learning,” says Bill Gates. When done correctly, customer experience journey mapping identifies high priority barriers and opportunities for a great experience. As the number and complexity of customer interactions increase, the need for experience mapping becomes critical.
Experience mapping provides an opportunity to take a holistic view of the customer’s physical and emotional journey and design ways to differentiate the experience from competitive offerings. It offers a proven framework to uncover moments of truth and key opportunities to bring an experience to life—seamlessly across all touch points, with measurable results.