By Robert Stanley, Sr. Manager, Marketing Operations for CallMiner
Customer journey mapping is an important step in gaining an understanding of how your prospects and customers interact with your company from the initial contact to engagement, purchase, and beyond. But in the age of digital media, there are myriad channels through which a prospect can be introduced to a new business, various points through which they can engage and interact with companies, and even multiple means for purchasing products or services in some cases. That makes customer journey mapping all the more important, because the path to purchase is no longer a simple, straight road.
But what should you know if you’re embarking on customer journey mapping for the first time? If you’re not an experienced pro at mapping the customer journey, the process can become overwhelming, and you might end up with a customer journey map that falls short of painting the full picture.
To help you become a mapping master, we reached out to a panel of marketing professionals and customer experience experts and asked them to lend their expertise by weighing in on this question:
“What do businesses need to take into consideration when getting started with customer journey mapping?”
Mark Paetz, Director of Quality Assurance at Higher Ed Growth, was one of the featured Marketing and Customer Experience Experts.
“Everything comes back to the customer experience, and a positive experience starts with engagement along crucial points in the buyer’s journey. One of the best ways for businesses to do this? Make sure to have the right technology in place. It’s important to have tools that will monitor the many channels that customers choose to use, capture user behavior and provide in-depth analysis, allowing the company to continually improve the experience — like reducing call handle times. It’s a sure way to identify and address the common pain points for your specific audience. In addition, with select functions now automated, these tools often shift and redefine traditional team member roles and require departments to collaborate differently. So, proper on-boarding with clearly defined expectations is a must.”
Read all of the top tips on CallMiner.com: https://callminer.com/blog/46-marketing-pros-customer-experience-experts-reveal-important-considerations-businesses-getting-started-customer-journey-mapping/