Customer journey mapping
No matter if B2B, B2C or B2B2C, regardless services, consumer goods, mass production or individual production – whichever company you look at, they all have one thing in common: the sale of a service to a customer. What consequently moves every company is the associated goal of customer acquisition and retention.
But how can this task be achieved in the best possible way? Costumer orientation is the magic key word! Therefore, it is necessary to put on the customer glasses. In order to give it a face you have to get an insight into the everyday life of the target group. It is essential to dive far deeper into the customer’s perspective than just at the level of sociodemographic characteristics. Rather, it is a matter of capturing the attitude, need and perception level alongside the entire customer journey.
What are moments of enthusiasm and profit in the respective phases? What are the most relevant contact points, the so-called moments of truth, and how can the customer be inspired and thrilled? All of those are significant questions every company has to answer individually for its different target groups.
The entire process requires one thing above all else: a high degree of empathy. Because, as an English proverb aptly says: ‘“You can’t really understand a person until you’ve walked a mile in his shoes!’”
What we offer
The basis for a customer journey tailored to customer needs is a comprehensive understanding of the people in the target group and the focus on their mindsets. These insights are primarily accessed through focus group discussions and in-depth interviews with people from the target group. In this way, valuable information on customer attitudes and purchasing behavior is collected.
Building on this, the next step is to integrate internal stakeholders – primarily those employees who are in close contact with customers or who are entrusted with product manufacturing or service provision. So-called persona profiles are developed in interdisciplinary workshops. The profiles structure the needs and purchase decision criteria of the respective target group and contain important information about media usage and information-related behavior.
In the next step, these profiles are used to derive an individual contact point map for the target group. This map is supposed to integrate all essential online and offline contact points.
Taking into account the occasion for creating the customer journey, such as a product launch, the extension of the product life cycle or a product/ assortment extension, an individual model is developed to answer the specific question.
In this context existing data on the information, purchasing and usage behavior of the target group is brought together and taken into account for the creation of the customer journey.
In addition to detailed profiles of the target group, you receive a simple presentation with multi-layered information on the customer journey. The most important contact points are presented in a focused way and the critical moments of truth for each phase are established. This goes from the information phase through the decision and purchase phase to the final use of a product.
Subsequently, a “contact point auditing” helps to guarantee the claim in customer contact and to check the successful implementation of the customer journey. The latter must be questioned again and again over the years in order to adapt consequently to changing target group needs.
Customer Journey Mapping creates transparency regarding individual customer requirements and their behavior. In this way, the answers to all the questions asked during the process reveal potential to improve the entire customer relationship. On the one hand, the identification of the most relevant contact points enables effectiveness. On the other hand, uncovering the highlight topics creates an impactful communication efficiency. By adapting the contact points to the specific customer requirements they are finally optimized.
The information gained enables you to design contact points that are coordinated with one another, taking into account content that is appropriate for the target group. In addition, you create the basis for making employees aware of customer attitudes, thereby strengthening the 1:1 relationship with the customer.
In conclusion, this is the foundation stone for creating a harmonious overall experience across all contact points and therefore gives your brand more visibility and attractiveness.