Mapping the Customer Experience

Today’s multi-channel customers don’t just expect better experiences, they demand them. They’ll pay more in exchange for a great experience, and they’ll defect to a competitor after a bad one.  A new app by BrandLogic called TapDash even lets customers offer brands real-time feedback during critical points in the sales cycle.

Yes, it’s the Age of the Customer, and companies must become customer-obsessed simply to compete in the marketplace. They must develop a deep understanding of their customer, ensure meaningful engagement at every touchpoint, and manage the customer journey closely. And a fundamental tool to aid this process is the Customer Experience Map.

What are Experience Maps?

Experience Maps are visual illustrations of the customers’ processes, needs, and perceptions throughout their relationships with a brand. They’re a graphical representation of the customer’s journey, and a valuable tool to gauge the range of tangible and qualitative triggers and touchpoints.

Typical deliverables of Customer Experience Map packages include:

  • Customer profiles: definitions of psychology, motivation, and buying usage/behavior
  • Scorecard: evaluation of various aspects of customer experience
  • Experience Map: visual representation of findings, issues, and analysis
  • Recommendations: opportunities for improvement and next steps

Types of Experience Maps

Underline designs Experience Maps to help clients gain visibility into their customers’ relationship with their brand. The outcome is a better understanding of customers’ behavior and expectations, and greater control over their overall journey.

Experience Maps can focus on many aspects the customer relationship, either broadly or narrowly. They can analyze and suggest changes related to communications programs, user experiences with products and services, and the organization itself.

We develop three types of Experience Maps:

1 All Touchpoints Map

Covers all online and offline customer touchpoints, including marketing, sales, support, customer service, social media, etc.

2 Relationship Marketing Map

Details communications sent via all channels, when they are sent and by whom, and the resulting customer experience.

3 Brand Map

Audits and analyzes brand architecture, confusing use of brand image, and inconsistencies.

By visualizing the journey that your customers take, you can be in a better position to make informed changes that lead to significant improvements… in developing the perception of your brand, your customer relationships, and ultimately, the loyalty you’re after.