{"id":2896,"date":"2019-02-04T17:24:17","date_gmt":"2019-02-04T17:24:17","guid":{"rendered":"https:\/\/ptpinc.com\/staging\/?p=2896"},"modified":"2020-06-22T17:08:43","modified_gmt":"2020-06-23T00:08:43","slug":"why-you-cant-improve-cx-without-a-customer-journey-map","status":"publish","type":"post","link":"https:\/\/ptpinc.com\/staging\/cx-strategy\/why-you-cant-improve-cx-without-a-customer-journey-map\/","title":{"rendered":"Why You Can\u2019t Improve CX Without a Customer Journey Map"},"content":{"rendered":"

How important is customer experience (CX)? <\/span>According to a report from the Temkin Group<\/a><\/strong>, an organization with $1 billion in annual revenue can achieve an average revenue increase of $823 million per year with only a moderate increase in customer satisfaction.<\/span><\/p>\n

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\"CustomerFurthermore, CX leaders have a 16.7% advantage over CX laggards when it comes to having customers who are willing to purchase more from them and who trust them. In addition, their Net Promoter Score is also 22 points higher than those of CX laggards.<\/span><\/p>\n

Investing in great CX can result in a significant return on investment. The need for businesses to improve their CX has never been more crucial \u2014 and in this endeavor, service centers, notably sales and marketing contact centers, play a central role. <\/span><\/p>\n

After all, consumers reach out to contact centers for product information about a brand as well as sales support, troubleshooting, and more. These frontline organizations can engage with customers throughout their lifecycle. <\/span><\/p>\n

People who feel supported and well-treated during this process are more likely to become loyal customers, whereas people who have a bad experience are more prone to switching to another brand and spread negative word of mouth.<\/span><\/p>\n

Nevertheless, without a clear idea of which steps to put into place to improve your CX, you could be making lateral moves that don\u2019t lead to any improvement \u2014 or even wrong moves that detract from your CX. <\/span><\/p>\n

That\u2019s why a clear illustration of what your customers are experiencing, feeling, and how they are responding at every interaction with your company is the cornerstone to CX improvement. And this is where a customer journey map comes in.<\/span><\/p>\n

What Is a Customer Journey Map?<\/h4>\n

\"\"A <\/span>customer journey map<\/b> is a graphical representation of a customer\u2019s entire journey or experience as he or she interacts with an organization. It should include how those interactions occur as well as current state and future state perspectives. <\/span><\/p>\n

This representation allows you to see exactly how the customer is experiencing the provided service across various touchpoints \u2014 and where engagement is weakened or strengthened. In short, it enables you to take a customer-centric approach to CX improvement. \u00a0<\/span><\/p>\n

The journey map will also represent how your employees are engaging with the customer and how they may feel, think, and act during an interaction.<\/span><\/p>\n

Why a Customer Journey Map Is Essential to Improving CX<\/h4>\n

\"crowdsWithout a customer journey map, you can do everything from relying on gut feeling to implementing industry best practices, but the improvements you make won\u2019t necessarily be based on experiences. <\/span><\/p>\n

As a result, these changes won\u2019t be customized to improving specifically <\/span>your <\/span><\/i>customers\u2019 experience.<\/span><\/p>\n

In contrast, the customer journey map provides full visibility of your people, processes, technology, and interactions so you can see where gaps and opportunities lie. <\/span><\/p>\n

It answers questions like: <\/b><\/p>\n