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The use of customer journey maps is common in the area of web design and content planning. In this blog, we propose to use this tool to help you in the identification of your customer contact centre needs through their journey. There are multiple customer’s journey templates available on the Internet designed to help users to identify the key milestones of customer’s journey and how to effectively plan around them.

What is a customer journey map?

This tool is mostly used by marketers to map customer journey through the sales funnel phases: awareness, consideration, preference, and purchase. There is not just one way to do them, as you create them in the context of your project or business needs. But in a nutshell, it usually looks like a spreadsheet and it is created by filling the cells.

 

How to create a customer journey map to analyse your customer contact centre needs?

First, Customer Journey Plan Template or use one from the internet. It doesn’t need to be fancy initially, as you will probably need more than one iteration through the process. Key elements to include are: persona, journey, channels and information needs. Here are some guidelines to fill the template:

Customer Journey Plan Template

  • Defining your ideal customer

First, it is important to create a team of relevant stakeholders for your business. You will need to define a ‘customer persona’: define your customer as detailed as possible. Describe age, gender, personal information, motivations, behaviours, and goals for buying your product or using your service. You should prioritize in keeping with the 80/20 rule. Define personas that account for most of your anticipated business.

  • Describe their journey

We suggest defining your customer goal. What are they trying to achieve while interacting with your brand?
Then, break it down into the different tasks that they need to follow to achieve their goal.

For example, if the goal is to ‘buy a dress online’ – then tasks will include:

  • Start the computer
  • Find your website
  • Find the dress section
  • Compare different options
  • Create an account (?)
  • Add delivery information
  • Pay

To each step in the journey, you should give it a row in the customer-journey content map. This will help you to identify your customers’ information needs and what channels they will use to satisfy them.

  • Information needs:

Each step can prompt different type of questions and therefore, different information needs. Identifying information needs will help you to develop your FAQ’s and also discover the steps required to answer them. You will quickly realise that some questions just require quick answers; when other need a more detailed and personal approach. You should document all these, and identify key challenges faced by your buying persona. This discovery phase can help you to improve your products, services and processes.

  • Channels: Make it easy for them

To identify the right channels for each information need, you must analyse the immediacy of the response required and the cost associated with each step. For example, for an online purchase – every effort must be done to reduce the cart- abandonment rate. Therefore, channels with a lower waiting time will augment customer satisfaction while increasing your potential revenue. Live Chat on your website or a phone number will ensure a quick point of contact.

Contact Centre Channels include mail post, fax, telephone answering, web forms, e-mail, live chat, social media (Facebook, Twitter, Whatsapp…) and website self-service sections. It is also important to remember that customers sometimes use multiple channels at once. In other words, your channels should be integrated and part of your omnichannel ecosystem.

 

What’s next?

Defining your customer journey can have a positive impact on your sales, marketing and operations. If you are operating a customer centric business, then you are probably partnering with a contact centre. The next step is to share your customer journey with all your key personnel and revisit it every six months.