Creating efficient customer journeys is a basic requirement for sales success. Getting it right for more customers, more of the time can transform conversion and customer retention; doubling online sales for one company and increasing sales across all channels by 15% for another major UK Financial Services Client.
There are few things more powerful for building lasting loyalty than creating distinct customer experiences that reflect a brand’s promise. However few companies have a clear plan about how to:
- Map the journeys their customers make across multiple channels
- Quantify the realistic benefit that can come from improving a journey
- How to systematically improve performance
So how you can map, quantify and improve the journeys and paths your customers make? How can you quantify the way people move from enquiry to purchase, or mix and match different channels and, most importantly, where they drop out of the sales funnel?
Here we focus on quantitative elements of understanding customer journeys.
The Customer Journey mapping process
Very few companies have built detailed customer journey maps.
Many confuse process maps (what the company needs to do to deliver a service) with customer journey maps (what customers do over multiple channels and over time to try and get what they want from your company).
However this technique can be incredibly powerful. At the a basic level shown by this process it combines the steps and paths different customers take and adds how many people do it. Think here of the path analysis you may have seen from your web analytics package, now expand it to make multi-channel path analysis covering all of your key touch-points.
It can not tell you which individuals went from your retail outlet to you web site, but it can give you a good idea of many critical dimensions:
- cost per contact
- key drop out points
- conversion rates at each stage along that journey
Of course further, crucial information can be added to these maps; customers’ rational and emotional state at key stages of their journey (what they want and how they feel about their experiences, the brand and so on) plus key metrics like Customer Effort Score.