Identifying and understanding all the touch points where a customer engages with your brand gives a clear understanding of their experience at each stage. It can help you to identify training needs, where new processes should be implemented and when a well-deserved pat on the back for your team is due.
At this insular level, you can extract a lot of key information about your customer and how they want to be communicated to, but it can cloud the overall customer experience.
A customer could be happy with each individual touch point and score your organisation highly, but if the overall process is wrong this information may not get picked up and customer satisfaction overall can dramatically decrease.
Mapping out the customer journey is an essential part of Customer Experience (CX) but it’s only the starting point. It’s the accumulative process that provides the overall picture of satisfactions and getting this right will reduce churn and create stronger brand advocates.