Using customer experience journey maps is the best way to understand where you stand as a company. Your customer experience is what can make or break your brand, so it’s really important to make sure it’s performing at its best.
These tools used by customer service experts are a great way to gather information before utilizing them for other purposes.
For example, you can now use your customer experience journey maps to understand your customers’ emotions regarding your products or as a way to show a proof of your brand’s concept.
Take a look at 7 ways companies are starting to use their customer experience journey maps for other purposes outside of their original purpose.
To communicate better
While your customer experience journey may be mapped for tracking an interaction, you can also utilize this journey map to further analyze how a customer is experiencing your brand through multiple channels of communication. Whether the information is sent to the team member, the manager, or the executive of the company, this information is a quick way to understand what a customer experienced.
This means that if a problem took place that could have been avoided, a decision can be made to take action regarding a roadblock or an area that has been neglected. You can be the customer in that moment and see where the brand failed the customer in one way or another in order to improve this for the future.
Once you’ve completed a customer experience journey map, you can start to understand the emotions the customer experienced during the interaction.
Understanding your customer’s emotions (while in the buying process or after the purchase) is useful to correct the problem before it happens to someone else.
It’s also great to understand the joys and frustrations experienced by customers when it comes to shopping with your brand so that you can correct problems causing frustrations. Mapping the experience is the best way to understand your customer’s expectations, disappointments, and to see how the experience was different for the customer from your competitors.
Innovating your brand
Another way to use the map is to determine how you could be innovating the experience. Knowing what your customer experiences and how they are affected during the journey is valuable information.
You could even plant a few customers in the store or on the phone as fake customers to learn how your team interacts with them. This will show you where you’re team isn’t meeting the mark. Use this information to find ways to improve the journey for your customers and improve their experience.
Success with teamwork
You could also use a customer experience journey map to get the 411 on how your team is working together. Since your customer is likely going to interact with several employees, it’s a great way to understand how the journey went from start to finish.
Was the experience more or less smooth with different departments or personalities? Did everyone work together well? How was the experience overall and did everyone do their best to help your customer?
For feedback purposes
Sometimes feedback is the best way to figure out how you are performing as a brand. Collect feedback through interviews, surveys, and other methods to make sure you are performing well for your customers.
Proof of concept
Sometimes a customer experience journey map is the best way to prove your concept.
When customers are happy with their experience and you’ve covered all of your bases, you’ll have proof that your service or product works. Capture the journey carefully to make sure you can show how well your concept is working from point A to Z.
To better train your staff
Use your customer experience journey maps to better educate your staff. Sometimes being able to show your staff how things worked well or poorly with proper mapping is the best way to explain something.
It’s difficult to explain how a situation went awry when you have no visuals to explain the problem with the actions that took place. Your staff will feel more involved with improving the experience when they can see the effects of their service on the customers.
Lastly, you can utilize your customer experience journey maps in planning your next projects as a way to encourage vendors to work with you and as a way to illustrate ROI.
What may have started as a tracking method for your customer experience could turn into a guide to improve your business.