There are several different approaches to mapping the customer journey. Two popular techniques are research mapping, which involves voice of the customer data, and behavioral mapping, which determines the customer’s underlying reasons for taking certain actions.
In general, improving the current customer journey map follows four main stages. First, it’s necessary to create a framework that includes the standard stages of the journey that practically any customer and persona will go through, like making a purchase and requiring customer service support. Then, you need to map the current customer journey, including the various channels and touchpoints that different customer segments will experience. Next, you’ll have to create a future customer journey map that improves upon the current customer journey. Lastly, determine where the gaps are between the current and future customer journey maps and decide how to close those gaps.
How you create a future customer journey map and close the gaps will vary, depending on the approach you take.
Voice of the customer research is used to determine if the current plotted customer journey is truthfully reflecting the actual customer experience. Both qualitative and quantitative research are used to create a prediction-based map. Voice of the customer data helps the brand plot both the current and the predicted performance at various touch points. These plot points, also called CX Curves, help determine the Moments of Truth, which are the instances when the customer has their greatest expectations. Pain Points are included in the Moments of Truth, referring to the times when the brand is performing at its lowest, especially if there’s a major gap between the customer’s expectations and the company’s performance. Voice of the customer data also helps the brand determine what drives certain behaviors, such as brand loyalty and repurchasing.
For behavior customer journey mapping, a creative approach is taken, similar to storytelling. Touch points are assessed to determine what the customer is thinking, feeling and doing at those moments. With a behavioral science approach, customer journey mapping is based on both the behaviors of the customer and the reasons behind those behaviors. A narrative is created that details how various customer personas will behave throughout the journey. While behavioral mapping is used to design real life experiences, like when a customer enters a retail store, it’s also used for virtual settings and when the customer calls a contact center.