o secret that most marketers follow the same trajectory and curve when it comes to customer experience. Although some are more advanced than others, almost all of them are moving towards the common goal of getting a single customer view. Therefore, most will also have had some exposure to customer experience journey mapping (CXJM) in one way or another. As an approach, CXJM is essential to help you define your plan of attack and start seizing opportunities to Phone Number List deliver against customer experience goals. When done correctly, the process will give you a better understanding of what your customers' experiences really are and how you can start planning effective communications around them.
Part of my role now is to lead the entire journey mapping process and, after testing a number of approaches, I believe a CXJM is only complete by following these 4 clear steps: Step 1 - Empathy Mapping - completed by key stakeholders, the Empathy Mapping ends with a series of hypotheses about the audience experience to prove or disprove Stage 2 - Audience interviews - used to provide a series of rich and qualitative information in response to the Phone Number List hypothesis defined from the empathy mapping Step 3 - Map experiences - chart the actual behaviors of customers through the stages of their experience (we have 10 stages that start with ignorance and end with advocacy)Step 4 - Extract the moments of truth – what are the audience's defining moments within their overall experience
When you can respond to this, you can define a clear role for communications by responding to it with the right content, message or action By following this CXJM approach, you can really begin to understand your audience's "moments of truth" - the Phone Number List points along their journey that cause pain or pleasure. During the interview with the audience, the experiences captured are 'conscious' – people remember them and tell them. But what about capturing these “unconscious” experiences? Those that only online behavior and data leave a digital footprint? Validate with data This is where layering a combination of quantitative and qualitative data comes in.