Start: How do customers find you?

 

Think about all the channels that could potentially get you on the radar of a customer. What is your strategy for that channel – how will you stand out? How will you maximise your reach? How much are you willing to invest in a new lead?

 

How do they choose you?

 

Once they know who you are, you still need to convince them that there’s no one else who can do what you do. Again, this is partly to do with channels – where are they researching? What do they want to know? Do you have enough information available to convince them to choose your brand?

 

How do you build an experience around them?

 

We’ve all had those conveyor belt experiences, being passed from one department to another and feeling like we’re a piece of luggage no one wants to own. Designing a customer-centred approach takes empathy and understanding – it’s about putting yourself in their shoes and seeing how it would make you feel.

 

How do you anticipate pain points?

 

The easiest way to wow clients and create a memorable experience is to understand potential pain points and turn them into wow moments. Air New Zealand famously followed customers throughout their flights, then designed a new seamless process based on removing any frustrating moments from check-in to arrival.

 

Loop: How do we encourage repeat business and referrals?

 

If customers want to join brands, how do we move from transactional to lasting relationships? The most common oversight by brands is after-sales service. Checking in on a customer at the end of their journey will let them know you care about their ongoing needs and that their satisfaction is important to you. It’s also a chance to rectify any issues or concerns and get a positive review or referral.

 

To conclude, if you think like Dora’s map and guide your customer to their destination – they’ll come back with their friends next time (aka Boots).

Talk to us about designing your own customer journey map.