Customer Service

3 Tips for Using Customer Journey Mapping to Boost Customer Experience

Jul 19, 2022

If you’re struggling to get customers, you need results fast. Jumpstart the customer journey mapping process with three tips from real small-business leaders like you.

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Lauren SpillerSr Content Writer
3 Tips for Using Customer Journey Mapping to Boost Customer Experience

Customer journey mapping provides you with a visual representation of your customers’ interactions with your business. It’s great for identifying each customer pain point and fixing roadblocks, but when you’re a small-business owner who’s struggling to attract customers or keep up with the competition, you can’t afford to spend too much time on the drawing board. You need actionable insights that will get you the results you want, and fast.

To jumpstart the process for you, we spoke to three real small-business leaders about the ways they’ve used customer journey mapping to boost customer experience. We’ll share their tips with you below.

Tip #1: Get all hands on deck for a 360-degree view of the customer journey

Davis Nguyen is the Founder of My Consulting Offer, a program that helps individuals start their careers in management consulting. When his business first drafted a customer journey map, he invited representatives from each team–product, marketing, sales, and operations–to examine their roles in the customer journey, and brainstorm ways each role could be optimized.

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Davis Nguyen, Founder of My Consulting Offer

Having all hands on deck sparked a dialogue across teams to improve customer experience. “One of our operations team members suggested a way to automate a step in our customer service team’s onboarding process,” Davis explains. “This meant that customers could get onboarded faster and have access to everything instantly instead of waiting a few hours—for example, if they joined at 2:00 AM and our team is not online.”

“The few hours saved means that we are able to assist our customers at any time of the day or night, which got us thinking about other processes we could automate."

Who should be part of my customer journey mapping team?

Davis streamlined the customer journey mapping process by inviting managers of each team to serve as representatives for the first draft. Managers then shared the draft with their team members to provide further insight. This is a great way to ensure everyone’s voice is heard.

Another option, suggested by Gartner [1], is to assign the following roles to participants:

  • A customer relationship leader, who ensures your customer journey map-building goals are aligned with your overall customer experience strategy.

  • A project manager, who oversees the preparation and execution of your journey map-building as well as the implementation of proposed changes.

  • A customer experience analyst, who gathers and processes customer data for journey map-building.

  • And internal stakeholders, who provide input on the journey-map building process.

Whether you use these titles or close approximations, it’s still a good idea to recruit from different teams across your business to ensure representation from different points of the customer experience.

Tip #2: Define your target customer persona and appeal to their values

Anthony Martin is the Founder and CEO of Choice Mutual, an insurance agency specializing in final expense insurance. Anthony’s clientele consists of senior citizens navigating stressful end-of-life decisions, so it’s important that his team keep this in mind for every aspect of their customer experience.

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Anthony Martin, Founder and CEO of Choice Mutual

For Anthony, this means naming what his customers value—ease of website navigation and reputable testimonials—and appealing to those values to meet customer expectations.

“When you enter the Choice Mutual website, you will find links to our Better Business Bureau accreditation, as well as our Trustpilot and Google review pages,” Anthony explains. “Rather than make promises of what we can do for you, we let our customers speak for us.”

“The reassurance that hundreds of other people have had a quality experience with us is usually all the reassurance that a new customer needs in order to further engage with us.”

How do I know what my customers value?

There are a number of ways to find out what your customers value so you can meet their needs and expectations, as Anthony does for his customers. Use the tips below to gain customer feedback, pinpoint customer needs and ultimately, drive customer loyalty:

  • Conduct surveys. Gartner [2] suggests that customer satisfaction (CSAT) surveys be based on the question, “How satisfied were you with your recent experience?” From here, you can modify the question to address a specific goal, such as, “How satisfied were you with the search function on our website?”

  • Monitor discussions about your business on social media. Social media marketing software can help you engage with followers on Facebook or any social media platform you choose.

  • Use metrics such as CSAT and Net Promoter Score (NPS) to get your customers perspective on your products or services.

Tip #3: Leverage web analytics to learn how customers move through your website

Teresha Aird is the Head of Search Marketing at Custom Neon, and her favorite customer journey mapping hack is to take advantage of web analytics services such as Google Analytics.

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Teresha Aird, Head of Search Marketing at Custom Neon

“Most small to medium-sized businesses will have some version of Google Analytics, especially if they rely heavily on website leads or eCommerce sales,” Teresha says. “Here at Custom Neon, we are obsessive about Google Analytics, and in particular, use its Users Flow and Behavior Flow data to help us understand how customers are moving through our website.”

Behaviour-Flow

Screenshot of Google Analytics behavior flow report, provided by Teresha Aird

“Being able to see where the drop-off points are helps us ‘plug the gaps’ with better content, more user-friendly navigation, and intuitive design. We also frequently interrogate our personal and automated customer interactions such as emails, phone calls, invoicing, order tracking, and review requests against the questions customers ask to close any gaps that might make the customer feel less than cared for.”

A customer’s digital experience is a big part of their customer journey. This is especially true considering 60% of consumers have been shopping online more since the COVID-19 pandemic, according to our 2020 Consumer & Employee Impact Survey [*]. Among those online shoppers, 73% plan to shop online at that increased frequency even after the pandemic has passed.

How else can I improve customers’ digital experience?

Another tip from Teresha is to initiate breadcrumbs on your website:

“These provide a simple, user-friendly way to navigate your site and allow users to quickly retrace their steps when browsing product listings. They also enable one-click access to higher-level pages on the site and eliminate the forward and back button, reducing bounce rates.”

Making your website easier to navigate encourages new visitors to explore more, discover new pages and functionalities, and backtrack a few levels if they don’t find what they’re looking for. This improves customer experience and dwell time, leading to higher conversions. Since implementing these changes, time spent on Custom Neon’s site has increased by 40%.

Boost customer experience with customer journey mapping

If you’re ready to start building a customer journey map of your own, check out our customer journey map template. It can help you increase customer retention and satisfaction by tracking each customer touchpoint across the entire customer journey.

customer-journey-map-template

Screenshot from our free downloadable customer journey map template

Our template is a great resource to get you started with the journey mapping process. Another great resource to take advantage of is customer journey mapping software.

Tips for customer journey mapping as you scale your business

The tips in this blog are designed for small-business owners like you who might not have the time and/or resources to devote to full-scale customer journey mapping. But as your business grows, you’ll want to invest in software in order to use customer journey mapping to its fullest potential. A customer journey mapping tool can assist your business in the following ways:

  • Behavior tracking allows you to monitor data including what the customer is looking at, what’s in their cart, and their previous chat history to identify conversion opportunities and connect at the most effective time.

  • Conversion funnels enable you to see where customers are abandoning processes such as creating an account or checking out.

  • Customer profiles record each customer interaction with your business.

  • And marketing automation lets you send mass emails to customers in a certain subset and automate marketing campaigns.

Want to learn more about user journey mapping, but not sure where to start? Check out the resources below:

Note: Questions and responses have been edited for brevity and clarity.

Survey methodology

* GetApp 2020 Consumer & Employee Impact Survey: The GetApp Consumer & Employee Impact Survey was conducted in June 2020 to understand how the priorities and preferences of people—as consumers, employees, and patients—have shifted due to COVID-19. We surveyed 564 consumers making up a representative sample (by age and gender) of the U.S. population.

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About the author

Lauren Spiller

Sr Content Writer
Lauren Spiller is a Sr Content Writer at GetApp covering customer service and customer experience with a focus on customer acquisition through SEO. She has an MA in Rhetoric and Composition from Texas State University and has presented her work at the European Writing Centers Association, Canadian Writing Centres Association, and the International Writing Centers Association conferences.

She is currently developing content for a workshop series on SEO writing.
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