Touchpoint Customer Journey Mapping

The Ins and Outs of Touchpoint Customer Journey Mapping

Mapping customer journeys by touchpoint has become a popular process for today’s marketers. Why? Because customer experience has become the most critical driver in securing conversions and new revenues, as well as ensuring retention and customer value growth. And, creating a visual map that illustrates the multiple ways your customers interact across each touchpoint is not only a fun activity, but also a productive one, as it reveals ways you can make the customer’s experience easier, more convenient, and more enjoyable.

5 Best Practice Methods to Creating Customer Journey Maps

There’s an easy way to distinguish and think about customer journey mapping.  This process will allow you to walk in your customer’s shoes and understand what it really feels like to be a customer of your company. Here are some best practice methods to guide you in creating a customer journey map.

  1. Make it a team activity. As the customer interacts across multiple touchpoints, create a team to include cross functional team members. Consider e-commerce, store associates, customer service, and fulfillment operations and other marketing team members who manage specific channels.
  2. Gather information from your customer. Send out surveys to best understand your customer’s goals, reasons for interacting, preferences for ways to communicate and why and how the customer interacts pre and post purchase.
  3. Keep the focus narrow. We all know one size does not fit all in today’s personalized customer landscape. The best way to narrow things down is by selecting a customer segment or persona. You can also narrow things by deciding on a single type of journey based on the customer’s mission. Are your customer’s exploring possibilities? Are they focused on use or customer support?  Are they on a path to purchase?
  4. Capture emotion and channel as well as the touchpoint. As your customer moves from interaction to interaction, purpose and emotion play an important part in the overall experience. A great way to understand emotion is to ask your customer in your surveys.
  5. Take action. When your map is created, analyze your findings. Can you identify the friction points? Are there customer interactions that are working well and should be expanded to create more opportunities?

How Lowes Improvement Stores Grew Revenues with Customer Journey Mapping

Here’s a great case in point. Lowes Home Improvement stores narrowed the focus by understanding the customers’ experience as they remodel their kitchen.  What Lowes found was that the kitchen remodeler began their journey by purchasing “How to Guides” in store and on the website.  After a series of multiple interactions in store and online, Lowes developed a clear picture of the path remodelers took to ultimately purchase cabinets, counter tops, appliances, flooring, etc. By removing pain points and obstacles in the customer path, Lowes successfully grew revenues across their kitchen product category.

Touchpoint customer journey mapping is not as daunting as some would make it out to be. It is a creative and fluid process. The important thing is to start. So, start with the information you have and change and/or add to the maps as more information becomes available or more interactions happen.

To find out more about how to implement touchpoint customer journey mapping, download our eBook, How to Implement Personalization at Scale Across all Customer Touchpoints.

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