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Customer Experience

Defining and Mapping Customer Journey Touchpoints

By Hannah Price on July, 5 2018

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Hannah Price

Consultant and knowledge sharing enthusiast

If you’re trying to increase your customer satisfaction score, or even improve the image of your IT department, have you considered mapping your customer journeys? Customer service mapping offers a more holistic view of your services and will help you improve-end user experience and customer satisfaction scores. We've written a lot about this before and how to map out different touch points. But what is a customer touch point?

“Your most unhappy customers are your greatest source of learning” - Bill Gates

What is Customer Journey Mapping?

Creating a customer journey is all about understanding your service from the point of view of a customer. All you have to do is develop several user personas that reflect stereotypical customers, giving you the opportunity to understand different perspectives – simple but effective. Once you have created the profiles, touch points and experiences become easier to map.

Read more about mapping Customer Journeys here >>

Let’s talk about customer journey touch points

A touch point is essentially any interaction your customer has with your business from initial contact right up until resolution.  When mapping potential journeys, begin with a single journey to identify the interactions, which may include the following:

  • Emails
  • Phone calls
  • Waiting times
  • Any other interactions your customer may have with you

Each interaction contributes to the journey, with every touch point playing an important role in the overall customer satisfaction score. Consider every possible correspondence and how the customer feels about that specific interaction. What's the reaction on their end - and what can you do to improve it?

Is your medium of communication even the best possible one? For example, could an interaction be re-routed to the self-service portal?

And remember, a journey doesn't end at ticket closure. How do you follow up the call?

Creating a customer journey

It is important to decide what you want your customer to experience, this will be the foundation for subsequent mapping. Also, don’t forget to consider all the departments your customer may encounter, your department may not be solely responsible for their overall experience. Think Enterprise Service Management - involve your colleagues!

Steps towards creating a customer journey are as follows:

  1. When beginning to plot the journey, it’s best to start by giving a descriptive name and outlining the expectations your customer would have for this journey – be realistic.
  2. Outline and describe the touch points, being careful to consider all the possible interactions.
  3. Consider how clients might react to each specific touch point and attach emotions accordingly (happy, angry, satisfied)
  4. Once you have achieved all of this, you can identify where improvements need to be made and how then can be made.

These steps will help get you started but you should aim for continued development and improvement. With that in mind, it’s worth considering working in collaboration with your colleagues to decide how you want to improve and discuss why specific changes will be of benefit. 

How to improve customer experience

Customer Journey Mapping gives you the opportunity to identify and resolve potential issues before your customer begins their journey. The process of improvement takes time, focus on one critical area at a time to ensure meaningful change that will contribute towards improving customer journeys.

So, where do you start? For a more in depth guide to the above, download our customer journey toolkit, featuring templates you can use to track your journey. Or download our Customer Centricity E-book for invaluable tips on how to improve the Service Delivery at your Service Desk.

Start with customer journey mapping

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