Think of the customer journey as a roadmap detailing how a customer becomes aware of and their interactions with your brand. It's the sum of all the experiences your customers encounter when experiencing your company.
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| What are you doing to Nurture Your Customer's Journey? |
In other words, this roadmap has a lot of ground to cover! And, unpacking the customer journey will help you nurture (and, ultimately, maximize) the customer experience.
Here's a sample: imagine you're a retail coffee shop:
-- Your potential customer is driving from home to work and sees your store (that's the first opportunity to understand the customer experience: signage: is it visible, prominent, enticing?). Or, was there already a missed opportunity via website, FaceBook, Twitter?
-- The customer walks in (opportunity: can they easily locate the door, is it easy to walk in and see what is available?)
-- Your employee greets the customer (opportunity: does this greeting actually happen and is it friendly, knowledgeable and helpful?)
-- Then, the product is ordered and delivered (opportunity: how readable is that menu? is it easy to place an order? what is the packaging? appealing? maintains temperature?) and paid for (opportunity: how is the payment processed? easily? latest technology?).
-- The customer leaves with your coffee (opportunity: did your server offer food? are there POS items? anything else enhancing the exit process?).
-- Any followup to this purchase? (opportunity: a receipt with survey info? customer loyalty program? any motivators to generate return visits?)
That's just one scenario -- and, if you're not maximizing the opportunity to understand your customer's mindset, you might be selling both your product and brand short.
Of course, every customer's journey will be slightly different; you'll want to note actions, motivators, questions and obstacles. Take another look at the Whole Foods Customer Comment Board at the start of this blog: how does this enhance a customer's journey?
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