“Do what you do so well that they’ll want to see it again and bring their friends.” – Walt Disney
While Walt Disney was talking about a vastly different customer experience than most of you, the point remains the same. As marketers, our goal is to connect with our customers, patients or clients and motivate them to engage with our organization. And, once they engage, we want to deliver a superior experience so they will “bring their friends” by telling their story to others and becoming a champion for our organization.
Collectively, we spend millions of dollars each year on experiences intended to meet these goals—we market, advertise and promote using multiple channels, roll out new products and give our services a makeover—all in an effort to create a unique customer experience. In the process, we often focus on individual touchpoints and channels, losing sight of their interconnectedness and the customer journey that cuts across them. We recognize the need to think holistically but struggle to do so.
The process of organizing our omni-channel customer interactions can be overwhelming and seemingly impossible. But it’s extremely necessary. Customers don’t care about channels and touchpoints; they care about whether or not you’re meeting their needs in a way that’s convenient and easy for them. So, how do you create a holistic, human-centered view of the journey your customers travel? You create a map.
Amperage Journey Maps provide a single, cross-organizational view of all the touchpoints a customer takes on his or her marketing journey and identifies the opportunities so you can better understand user experience, improve value, develop relationship longevity and drive more business.
The value of such a map lies in your new-found ability to:
- Create a shared form of reference around the customer experience.
- Build organizational knowledge of customer behaviors and needs across multiple channels.
- Identify specific areas of opportunity to drive ideation and innovation.
- Distribute key customer insights in a form that is both usable and easy to understand.
And by using your map as a tool to impact decision making across your organization, you’ll be able to effectively optimize your channels, remove ineffective touchpoints, take advantage of the powerful and free word-of-mouth effect and achieve greater organizational alignment. All of which results in more customers, increased revenue, reduce costs and stronger customer engagement.
Join your customers on their journey. Take time to understand their needs, behaviors and motivations. You’ll reap the rewards if you do. Download more information here.