A client journey map helps you see your business from your customer’s perspective. The goal is to create a superior experience with your business, service and offer.
Analyzing how your customers or clients interact with your business should be a routine activity. Mapping that journey is the beginning of an important analysis aimed at improving customer satisfaction, retention and increasing efficiency.
Let’s look at a use-case that will help illustrate how journey mapping might come to life. The following example touches on key points of a specific client journey. Identifying all customer contact points is the first place to start to begin the exercise.
Beyond this, you’ll gain key insights to adapt and apply to your business systems, your team touchpoints and your operations in general.
You can improve efficiency, reduce costs and achieve the highest possible level of client success and satisfaction.
Touchpoint: Online search, social media, or word-of-mouth.
Customer Persona: Small business owner (SBO) looking for capital.
Goals: Understand financing options and identify potential lenders.
Emotions: Curiosity and concerns about eligibility.
Touchpoint: Visiting the fintech company's website.
Customer Persona: Informed SBO comparing financing solutions.
Goals: Learn about available financing products and compare interest rates and terms.
Emotions: Focused and seeking clarity.
Touchpoint: Initiating the loan application online.
Customer Persona: Committed SBO ready to proceed.
Goals: Complete application accurately and provide required documentation.
Emotions: Hopeful and concerned about approval. Key Finding
Touchpoint: Waiting for application review.
Customer Persona: Anxious SBO.
Goals: Receive timely updates on application status and clear any additional requirements.
Emotions: Anticipation and concern.
Touchpoint: Receiving loan approval and funding.
Customer Persona: Relieved and grateful SBO. Key Finding
Goals: Access capital for business needs and understand repayment terms.
Emotions: Relief and gratitude.
Touchpoint: Accessing the fintech platform for account management.
Customer Persona: Actively managing the loan.
Goals: Set up repayment schedules and monitor loan status.
Emotions: Responsibility and satisfaction with transparency.
Touchpoint: Receiving proactive communication from the fintech company.
Customer Persona: Engaged SBO seeking assistance.
Goals: Access customer support when needed and get answers to questions.
Emotions: Trust and loyalty.
Touchpoint: Completing loan repayment.
Customer Persona: Satisfied and potentially repeat customer. Key Finding
Goals: Successfully pay off the loan and explore future financing options.
Emotions: Accomplishment and interest in additional services.
Touchpoint: Request for feedback and reviews.
Customer Persona: Advocate for the fintech company.
Goals: Provide feedback and recommend the service to others.
Emotions: Satisfaction and willingness to promote.
This client journey map helps you visualize and understand the customer's experience at each stage of the process. You can use it to identify pain points, opportunities for improvement and discover areas where the company can provide additional value to its customers.
Every client journey map is different, but the exercise itself is an instrumental process to improve your business and your client satisfaction overall. The journey map is an important step in a larger customer experience strategy with the aim to make your business operate more efficiently and improve customer retention.
Lovely People can help you complete your customer journey map, identify issues and implement solutions.
Read the whole series. Do more, with less.
Thirty minutes is all you need for a fresh perspective.Let's Talk