Subhakar Rao Surapaneni

Investor, Sales and Marketing Pioneer, Author, Technology Champion, Philanthropist, Leadership Mentor

3 Customer journey mapping lessons every marketer should follow.

Customer journey mapping lessons

Success is a journey, not the destination

                              So customer experience is, a never-ending journey, thoroughly improvised with time…

Understanding what, WHEN, HOW & WHOM to sell is every marketer’s dream-come-true to deliver end-to-end CX. Each marketer anticipates customer’s experience with the vision of offering consistent digital customer experience. You are not exceptional! But even after carefully comprehending the customer journey insights, customer digital experiences (CX) differ in real-time! This means what appears to be rightly mapped to the organization after tracking individual customers’ touchpoints might end up at wrong customer perspective and poor level of customer experiences.  Why? Did your CX journey map landed up in failure? Are parts of the journey being left out?

Quite possible! Mapping customer journey with real-time actionable data is the lifeblood for any business sustainability. However, that’s not the end of the story. Not all touchpoints and data are meant to be sequential all-time. That’s because customer journey is always uneven. You need to conduct a thorough research upon the triggers of changing customer behaviour, taste, habits, sentiments & preferences and engagement levels at each phase to identify risk and opportunities. This will reveal the “new-truths” about customers’ journey.  Your touchpoint journey map designs should determine how the customer will interact throughout the stages of your business. Once you are done, you will identify-

  • Main points of frictions
  • Gaps in customer engagement, where they have given up being frustrated
  • Customer changing personas
  • Exceptional CX at all stages
  • Updated engagement areas – How long did they last? Then fine-tune and position them accordingly.

Framing brand experience through customer’s eyes is a matter of deep-nurturing and subject to shuffling customer experience mechanism at the operational mainstream.  Analytics too are likely to get wrong sometimes as your presumptions might be misleading with customers’ perceptions. Suppose, a lot of clicks might be a sign of being confused user rather than being a happy one. To make sure your journey mapping efforts are actionable and live up to their values, why not take a note of the top 3 customer journey mapping lessons listed under.

Lesson 1: Co-ordinate key customer insights within teams

Once you have identified all possible touchpoints after mapping data, don’t rush to address the key issues immediately. Rather, examine the early changes of CX and identify 8-10 touchpoints to derive key customer metrics for the internal team.

Respond aptly to customer interactions at 2-3 touchpoints by applying the tactics of external brand voice and identify how well the intended experience is perceived by the consumers.  Identify which has worked well as you map the internal metrics with the external customer insights. Establish if they correlate to gain valuable customer insight between brand outcomes and the experience offered.


Lesson 2: Understand each touch point and position them across all channels

Are you simply pipe dreaming that your customer journey process in control? Well, it might turn into a nightmare anytime, if the customer service efforts you plan to deliver goes uneven across all platforms.


Customer journey is no more controlled by you but by the “CUSTOMER” himself.  Customer interactions are spanning across multiple channels making goals conversion difficult for brands.  It’s time to act upon your multi-channel digital campaign up to consumer’s terms.

Suppose, you have a customer complaint is posted on Twitter which you should respond. You ask them to post their complaint via complaint link. This lacks empathy & will trigger customer frustration resulting in leaving your brand forever! Instead, identify the interaction points and their preferable channel to shape the customer’s view of business. Position their touchpoints in correct place and see the difference. Real human engagement is letting the customer decide upon how to resolve the issue, identify the gap, then resolve.

Lesson 3: Look beyond customer perspectives

Simply offering product features and attributes doesn’t help; customer experience journey starts from the very beginning, even before customer get into the idea of buying. Customers know what products they are looking for, where to find them and which brand they should interact with. As a brand marketer, identifying the touch points can connect them right and influence their buying decisions. This requires shaping up the customer perception well ahead by infusing a series of customer interactions with brand, even before the customer plans of a purchase.

The lessons above can prepare marketers to identify common touchpoint mistakes while designing diverse journey variations of the customer. Business outcomes depend on designing great customer experiences by envisaging better future state experiences that customers are likely to face.


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