Map the journey that your customer takes through your organization.

Have you ever wondered what your organization looks like from the outside? Or been shocked by the disconnect between how you see your organization and what its customers say about it?

When customers visit your store or website or call you, what do they experience? When they make a purchase, what information, support and follow-up do they receive? And, if they encounter a problem with one of your products or services, how do they get the help that they need?

Most importantly, does their experience of your organization leave them wanting more, or vowing never to do business with you again?

Customer Experience Mapping (or Customer Journey Mapping) can give you a better understanding of what your customers think and feel about your organization. This article will show you how to map out the customer experience of your organization, and use it to improve the quality of service provided by your customer-facing departments.

Follow these eight steps to map out the customer experience of your organization.

Work out exactly what you want to achieve before you start. Do you want to focus on the entire customer experience, or only a specific part of it?

If you have a broad objective, such as “To increase customer satisfaction levels by improving company-wide customer service processes,” you’ll likely need to map out the customer’s journey from start to finish.

However, if you have a more specific objective, such as “To reduce complaints about late deliveries,” your efforts will likely be concentrated on specific areas of your organization, like the warehouse, delivery and complaints department.

Try to identify why your customers want to engage with your organization. What do they want from it? How do they interact with you? When do they do this, and for how long?

You can answer these questions by compiling information about your customers and their behavior. This might include surveys or studies, market research , focus groups , website analytics, and other sources of data.

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