How do you assign the customer journey

TouchpointsWhat is a customer journey?

If the customer activities of a customer are viewed as a customer journey, marketing measures can be derived. You can improve the customer experience in seven steps.

Step 1: Determine the customer type

Determine which scenario you want to investigate for which type of customer. For example: A customer finds our online shop using a price search engine. Define the “travelers” in the form of prototypical personas. This gives you a concrete picture of the customer.

Step 2: organize activities

Arrange the customer activities chronologically in individual phases. That gives you an overview.

Step 3: visualize the customer journey

Show the customer activities in their chronological sequence graphically. Observe or ask customers what is happening at the individual touchpoints. You illustrate the customer journey with the results of the observation like a travel report, for example through videos, photos, episodic events or speech bubble statements. Mark the touchpoints that are particularly important according to the customer.

Step 4: determine customer experience

Analyze what happens from the customer's point of view at the individual touchpoints. How does the customer rate his experience: Enthusiastic? OK? Disappointing? Above all, find out the love points and pain points, i.e. the ups and downs of a customer experience, in order to learn from them. Ask the customers about this too.

Step 5: improve customer experiences

Develop measures to improve the customer experience at every point in the customer journey. Define what an optimal customer journey can look like.

Step 6: implement measures

Select measures and implement the measures quickly. You should give preference to measures that promise quick wins.

Step 7: measure success

Define the key figures with which the success of the measures can be measured and record the key figures.