The way one analyzes a customer journey impacts customer experience delivery. Your point of view (POV) profoundly changes how you deliver a customer experience. Let’s look at an example.
Read this quotation about marketing to Generation Z. Marketers are trying to “figure out their predilections and discover the best ways to market to them.” See the problem here? No customer thinks “wow, they really marketed well to me!” This approach to analysis is company-centric so the results miss the mark as the article later points out, “even billions of marketing dollars doesn’t guarantee success.”
Instead, marketers should figure out how Gen Z wants to buy and engage. This approach is customer-centric.
So when your company maps the customer journey, it’s important to:
- View the journey from the customer’s POV – focus on buying desires, not selling
- Target certain types of customers – resist the temptation to be all things to all customers
- Accept that more than one journey is normal – different types of customers (personas) have different expectations and thus one journey may appeal more to one customer than another
- Plan for deviations from the intended journey – since no journey goes exactly as planned, map your Plan B so you know how to recover from unanticipated miscues
While journey mapping can be a powerful tool, it can also point you in the wrong direction. The pivot point is to walk the path in the customer’s shoes for the greatest benefit.