Customer journey map.
By Global Trust Association
13 November, 2019 | 17:11hrs
It is a tool that allows you to visually reflect each of the stages and interactions that a customer goes through when purchasing a product or enjoying a service.
The first step is to define the process you want to investigate, the type of customer you want to analyze, which are the main stages, contact points, and emotions experienced (motivation, difficulty, frustration, among others) to relate to the action you are performing.
A key element in finding opportunities for improvement is identifying the gap between what the customer expects and what the customer receives, knowing if the customer meets its expectations, and understanding the impact each moment has on the customer.
Customer Journey Map provides information to build a sensorial curve, diagram the path and the relationship established with the customer, in order to create experiences that deliberately generate emotions according to the organization’s strategy.
The customer’s path must be consistent; thus, all points of contact must be in permanent coordination. This tool helps to inspire empathy within the internal team, which usually does not notice its direct relationship with the customer’s experience.