Customer Experience For Dummies

Chapter 7

Channeling Your Inner Magellan: Mapping Your Customer’s Journey

In This Chapter

Seeing why you should map your customer’s journey

Taking a closer look at the term “touchpoint”

Working through the charting process

Viewing examples of journey maps

Every year, in every corner of the business world, companies spend millions of dollars in an attempt to improve customer experience. That money may go toward designing new products, developing new services, opening new call centers, or creating new channels for customers to interact with. Or it may be shelled out to build new stores, design new websites, or develop and distribute new marketing collateral. And yet, for the most part, customers don’t even notice — and if they do, they aren’t always that impressed.

The fact is, customers are under constant bombardment from your “New This!” and your “Improved That!” But this “shock and awe” approach simply doesn’t work. Providing an excellent customer experience requires a deep understanding of how your customers interact with your business — at each of your individual touchpoints ...