Journey mapping is an analytical process. It requires the owner or the manager to scrutinize all the customer touchpoints. Those reference points may be; self-service, online chat, FAQ page, or emails.
A customer touchpoint is the first point of contact with your brand/website.
The main purpose is to make the customer journey smooth and easy so it leads to your company’s goals. Usually, the goal is a sale. So, being aware of customer touchpoints helps you improve the process.
Customer experience is as important as the quality and cost of the product. Imagine your customers dropping in the middle of the purchasing journey. This can happen because the customer journey was confusing or too long. Thus, analyzing touchpoints is necessary to avoid poor customer experience.
Do not forget to frequently update and check your customers’ journeys!
Let’s take a look at an example.
Your customer is unable to find specific information on your website. Later on, you find out it was because the touchpoints were not created effectively. Thus, the customer experience is poor and your customer service has more inquiries. As a company, you want to avoid these inquiries as much as possible. So, creating journey maps that are easy and effective will create fewer inquiries.
But if you’re still experiencing a lot of customer inquiries. There are two ways to reduce information-based inquiries. The best and most optimal way is to create easily accessible FAQs. Another optimal way is to create Knowledge Base articles. In these articles, you can extensively explain important information the customers are seeking. This helps the company reduce unnecessary customer inquiries and improve the customer journey.
Read more about Knowledge base.
The customer journey mapping might give you an overview of possible errors happening. You can fix a lot of errors by adjusting your website’s design. But, sometimes that’s not enough. Nowadays, the most important thing is to be accessible to your customers on each platform. To do that, your agents need customer service software, such as LiveAgent. Features such as Live Chat can help customers finish a purchase on their journey. No need for bouncing back and forth in their purchasing journey.
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