See your customers’ journey through your customers’ eyes
Market Street specializes in helping organizations use journey mapping to step inside the world of their customers and see what they are seeing. A journey map (aka, “experience map”) is a simple but powerful tool that tells a customer’s story over time.
As part of our process, we outline all of the customer touch points during each stage of their journey to identify ways to improve customer engagement and satisfaction.
Key questions to ask customers in order to map the journey include:
- Why the customer began the journey in the first place: what goals the customer was hoping to achieve and/or what pain points they were looking to solve?
- What requirements did the customer have at the beginning of the journey?
- How did the customer’s journey start?
- What actions did the customer take at each stage of the journey and what channels were involved at each stage (e.g., talking to friends/relatives, doing an online search, visiting brick-and-mortar locations)?
- What were the pain points on the customer’s journey? Where did they become frustrated? Where did they have negative experiences? What was the impact of each pain point—was it trivial or significant? Did they decide to abandon the search—if so, where and why?
The objective of journey mapping
Journey maps provide both a visual model of the customer experience, as well as the insight needed to transform the experience in smart, strategic ways. Using the data we glean from journey mapping, our team can provide the data you need to:
- Understand the different ways customers interact with your organization
- Understand what customers need at different stages of the buying process
- Identify the gaps between the experience the customer wants versus what they actually experience
- Develop strategic, personalized outreach that keeps patients engaged throughout their care journey
- Concentrate your resources on what matters most to ease the customer journey from the start to the sale to maintaining the customer relationship
Learn more about Market Street’s approach to journey mapping and the actionable insight it can provide your organization.