Customer Journey – Weak points and strategy
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A customer journey map is a visual representation of the consumer’s journey, starting from the moment they come into contact with your product/service. It is a key tool for flow analysis and self-assessment.
A company that offers a service or sells a product must have absolute control over how and when it is being displayed or communicated. This includes how it impacts the consumer, and how this impact influences the moment of purchase. As entrepreneurs, we must have control and understand our strengths and weaknesses in order to set the right expectations.
For example, if you are selling a product online, and loading the payment page takes longer than average, this would be considered a weak point because it could cause you to lose buyers. After carrying out an analysis and identifying weak points, you should evaluate possible solutions. This can mean either solving the issue, or offering the buyer a benefit or reward to maintain their interest.
This is also true for experiences in the non-digital realm. You could map the experience of going to the supermarket, since supermarkets also apply a similar mapping strategy. For example, it is not by chance that children’s games are found by the door. There are teams thinking about these choices, and how to improve the user experience.
There are many formats that we could use to create a customer journey map, as well as digital tools, such as:
In conclusion, thinking about a consumer’s journey helps detect weak points and make the right decisions when carrying out marketing campaigns.
Stay alert! Unexpected errors can occur, creating new weak points along the way. Just because a journey is well-established at its beginning does not mean that new problems will not appear. For this reason, it is super important to be attentive to the behavior of users and audiences, since there are always new potential customers. Unexpected errors could also alter how your audience relates to new digital channels. Without a doubt, customer turnover is one of the biggest challenges for companies/entrepreneurs in this digital age.