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26 September 2017

Optimising your Customer Journeys for better user experience

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I've written before on this blog about how to set up customer journeys. But what I haven't discussed yet is how to best map these out. That all starts with a very big, blank sheet of paper.

1. Plot your journey

Give yourself focus by giving your customer journey a title that fits your client's perception, such as "My New Job." Then, make a brief note on the purpose and expectations of your customer in this journey. Keep in mind that this is primarily a journey that reflects the actual situation, not the desired situation. Be honest and be realistic. 

Working in a workgroup will help you figure these things out easier, and it's more fun! 

2. Describe all touch points

Based on interviews you have conducted with customers, you know how your customer journey transpires and what customers are doing at certain points of communication. 

Each of these touchpoints indicate which communication channel your customer has used and then Plot them on a time bar. The first and last touch points play an important role in the journey, so put extra care there.

But keep in mind that customer journey will start earlier than you think. In the event of a new employee for example, the customer's journey will begin during the negotioation of contract, or even the interview stage. And the journey does not end after the first working day of your new colleague; after all, a staff member is not up and working independently after the first day in most cases.

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3. Link emotions to touchpoints

In a customer journey, it all depends on the perception of the customer and especially about their emotions. Describe at each touchpoint how a customer felt at the moment. Was he happy, surprised, angry or frustrated? Connect this emotion to a satisfaction rate. Now you can plot the emotion over time.

The drops and peaks are the most important. These events greatly influence your customer's percieved experience across the board.

4.Translate your insight into opportunities

The real work starts when you have mapped the communication channels, touchpoints, and customer satisfaction over time. Determine which improvements you want to make. Perhaps you can shorten the customer's journey by ensuring that a customer can immediately find the right information.

An excellent journey has a really high satisfaction peak in the journey. This is the time when you really exceed the expectations of a customer and it increases the overall experience of the entire journey dramatically. 

5. Keep improving

Now that the journey has been drawn up and the first improvements are made, it is important to keep continuous feedback on the progress. A customer journey is not an end goal but a process. 

Make sure your customer can give feedback at the end of a customer journey so you can map your results. Based on this feedback, you can continue to optimise the customer journey continuously, for better services. 

Customer Journey Inspiration Live

Customer Journeys are the focus of this years TOPdesk on Tour event in the UK. See our line-up of TOPdesk Service Experts and Guest Speakers as well as more information about the event here.

Explore TOPdesk on Tour 2017

Wes Heemskerk



Wes Heemskerk, Service Management Consultant

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