Insights You Can Gain By Mapping Your Customer Journey


As someone in a leadership position within an organization, it can be tough to know exactly what happens behind the scenes to facilitate the customer journey. Each department has its own area of expertise, and it’s easy just to let them get on with it, especially if you aren’t getting any complaints!

Mapping out your customer journey and really understanding what’s happening at each point provides a tremendous opportunity to improve efficiency and customer service and understand where there are potential risks.

How to onboard more effectively

The onboarding process is one of the most crucial parts of your customer journey because until that process is complete, your customer could still decide not to go ahead with you and perhaps sign up with a competitor instead.

Once you understand this process, you have the opportunity to implement ways to better onboard new customers. In particular, you should ensure that:

  • You have an effective welcome email. This reassures customers that they have been successfully registered with you, and it also gives you an opportunity to show them what you have to offer. Studies have shown that the welcome email has a click-through rate of 80%, so it’s well with making the most of it!
  • You are following up. When a new customer has signed up with you, they have expressed an interest in your company and the product or service you are providing, so it’s absolutely appropriate to follow up and check that they are happy and if there is anything else you can do for them.
  • Customers are kept in the loop. If your customer feels that they have to call you to check what is going on, this will not only cost you money, but it will ruin their customer experience too. Be sure that you keep customers up to date on things like delivery and appointment dates in particular.

Where customer experience can be improved

Mapping customer journey gives you the opportunity to improve customer experience. By mapping out the customer journey, you can easily see areas where customers are having to wait or having to follow up themselves. If you can spot these things, then you can improve them.

Where steps can be automated

Mapping out your customer journey, including both the front end and the back office processes, enables you to see where unnecessary manual processing is taking place.

For example, perhaps there is a process where information is being moved from one database to another using manual data entry, and you could save time and prevent errors by looking into software solutions to the problem.

Opportunities for knowledge sharing

Once you understand processes fully, you can start to identify risks and opportunities. One common example of this is where one member of a team is relied upon for a process to run smoothly.

Arranging for this knowledge to be shared means that you mitigate the risk of the process not running correctly if that team member is off work and also allows greater collaboration.

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