The eCommerce Customer Journey encompasses all of the different touchpoints where a customer interacts with a company, product or branding online. These touchpoints include marketing, user interfaces, payment, delivery and the quality of the product itself. By understanding your customer’s journey fully it gives online retailers the opportunity to adapt to customer trends and develop a service that is completely tailored to their own customers.
A customer journey map is an essential tool that affords companies the opportunity to understand the state of their organization’s customer experience by outlining points at which their customers interact with their brand. By creating a detailed map of customer interactions and touchpoints with an organization, customer feedback can be compiled at each stage and relevant action can be taken to improve the overall customer experience.
Customer Journey Maps allow you to monitor everything from marketing, to user experience (UX), customer service, the purchasing process and beyond, to create = a better product and general overall customer experience.
Why is it so important?
As the saying goes, ‘you can’t see the forest for the trees‘. At least without a map.
Nowadays there are as many customer touchpoints as there are trees in a forest. Each time a customer interacts with your brand is an opportunity to delight. Which means that without a proper customer journey map in place, understanding where these touchpoints are becomes infinitely more difficult and could cause you to get lost in the data. Without a clear over-arching goal and a means of communication between each touchpoint, inconsistencies begin to appear and customers may lose faith in your company’s ability to fulfill promises. A customer journey map is a visual representation of all of these touchpoints and essentially encourages you to look at the bigger picture.
By developing a detailed customer journey map you will be able to take every customer interaction seriously, streamline your processes and design the best product for your users. Identifying potential weaknesses and pain points in your service or product will allow you to make changes that your customers will value and will keep coming back for.
How do I create a Customer Journey Map?
Do Your Research: Use any feedback that you have gathered to date on all stages of your customer journey. Ask your customers directly, via email, web plugins, kiosks, etc. to point out what they like/dislike about the interactions that they have had with your organization.
You can also learn a lot from how your competitors deal with similar touchpoints. Find out what they are doing better or worse than you. You may even be surprised to learn about certain interactions that you simply hadn’t even considered yet.
Identify Touchpoints: Put yourself in the shoes of your customer. Walk through your process from start to finish, covering everything from awareness (marketing) right through to product and delivery. This is commonly known as creating a ‘user persona’ and can help you empathize with and understand your customer better. It is a great opportunity to take note of each stage that your ‘user persona’ interacts with your company so that you can identify the method of communication that is used (face-to-face, phone, email, social media etc).
Embrace Detail: The detail is where your customer journey map comes to life. Once you have outlined the main touchpoints, go through them meticulously one-by-one to identify what important features and interactions occur at each stage. Make this a collaborative effort, involve everyone who deals with customers at these touchpoints and ask them to give their opinion.
Expectation vs Reality: This is where the truth comes out. At each touchpoint, ask yourself what is the desired outcome of an interaction with your customer. Then compare these projections with actual results. A great way to get this type of information is by asking customers directly. Using Feedbackly’s multichannel solutions you can gather feedback from customers at any stage of the customer journey via email, sms, website, offline and of course in-store kiosks.
Create Your Customer Journey Map: Having gathered all of the above information you can finally get down to business and create your own map.
Download your FREE Customer Journey Map Template:
Customer journey mapping is a hot topic in the world of customer experience (CX). It is a powerful tool that enables companies to monitor the many customer touchpoints within their organisation, while continuously improving processes and developing a world-class customer experience.
Even though it seems like a relatively new concept, the reality is that we have been following customer journeys for centuries without really knowing it. Take the local tailor in a small rural town for instance; the tailor would stand out on the street calling customers into the store, he/she would then help customers to choose the perfect outfit, would wish them well as they leave the store and would provide personalized customer service if any issues arose.
The difference nowadays is that not only are we aware of the customer journey, we also have the technology and tools needed to map that journey, continuously monitor each touchpoint with feedback and immediately implement changes based on real data.
What do sales teams do on a daily basis? That’s exactly what Elina Long, student at Haaga-Helia University of Applied Sciences, wanted to know.
Elina joined us at our Helsinki office to ask questions, shadow our sales team and gain insights into the inner workings of a functioning sales and marketing team. With a positive attitude, a strong knowledge of sales processes and a willingness to learn, Elina fit right in with the spirit of the team here at Feedbackly.
Improving customer experience is fast becoming one of the most important strategies for businesses. In fact, Gartner reported that:
“By 2018, more than 50% of organizations will implement significant business model changes in their efforts to improve customer experience”
Most CEOs now agree that improving customer experience is vital to their company’s success, but often forget that their employees are the key ingredient to making those improvements. Customer experience strategies require a far wider variety of process changes than most CEOs generally consider, leaving a chinks in the armor of their organization.
One such process, which is often omitted from customer experience models, is the “employee experience”. In this blog post we will explain how employee experience can boost your CX plan, and highlight how feedback can be used to strengthen your strategies.
Feedbackly is an all-in-one customer feedback tool designed to auto-measure your entire customer journey and is the only multichannel feedback platform with in-built sales and marketing tools.
We believe that listening to customers should be the norm in every organization – And what’s more, it should be easy. So in the spirit of making things simple, we created this video tutorial series to quickly take you through each step of creating and optimizing your Feedbackly account and to help you to become an industry leading customer experience expert.
The Feedbackly kiosk is a sophisticated iPad based device that is currently being used in over 300 customer locations, collecting valuable customer feedback data for leading customer-centric businesses all over the world. With features like customer satisfaction surveys, open ended response capabilities and a unique ‘upsell’ iPhone competition, the Feedbackly kiosk is truly one of a kind.
Once you have a Feedbackly Kiosk installed in your store, the next step is to learn how optimize your station and get the most out of the service. It is not only important to understand the key features but to also pay particular attention to the location of your device within your store or service area. Carefully picking the location for your device is a great way to receive even higher levels of customer feedback and grow your overall customer experience.
Here are our top tips:
All great sales representatives and marketing managers worth their salt know the significance of feedback and how it helps them with future sales. In any case, most people tend to concentrate on the pessimistic instead of the constructive, and organizations are the same: they invest the lion’s share of their energy tending to client complaints and negative criticism. Continue reading “5 ways to turn positive feedback into sales through marketing”
Getting customers is hard so why not try to keep the current ones even longer? Keeping them should be easier than getting new ones. You know them already, you know what they want and you know what they expect of you – or do you? With fierce competitors building communities and aggressively marketing on price, you have to put real energy and effort into maintaining a consistent customer base. Just providing a great product or service is rarely enough to keep them coming back for more. You need to be able to create real customer loyalty. Loyal customers are those ones you want to have. And actually, according to White House Consumer Affairs It is 7 times more expensive to find a new customer than to keep an existing one and on average, loyal customers are worth up to 10 times as much as non loyal customers!
Most eCommerce sites are run by data and hard analytics based on what their visitors have done on the site. This is of course very important. However, have you ever thought that the behavioral side doesn’t tell you everything? Often the possibility to let the customers really tell by themselves is neglected. What affected most of their experience on the site and in some cases even – what kept them from making a purchase on your site is a piece of information that could be more valuable than a pot of gold! Next I will give you easy step-by-step tips and examples about how to make your customers tell how you could make them more satisfied in different phases of their buying process through the customer journey – and in the end, turn them into loyal shoppers at your store! Lets create more sales! Continue reading “More sales with feedback in eCommerce?”