Topic: Marketing and Advertising
There is a lot of competition in the market for the customers’ affection. It can be hard to know if the service that was provided impressed them or not. Sure, a lot of data was gathered about the people who shopped at the store today, or who used the services provided, but what is going to be done with it? Did the shoppers have a good experience? And how will the data change anything? Customer journey mapping ( http://keltonglobal.com/customer-journey-mapping ) gives a lot of great information, but what happens next? Businesses need to make sure that they are using the information to the best advantage.
Storytelling is a very powerful tool. When someone has an experience that makes a great story, they often tell it to others—as human beings, we love to tell, listen, and share. When they share the experience, they share something more powerful than data. This makes storytelling a great tool for businesses to make use of in order to learn more about what the customer liked or didn’t like, and to make improvements if their response was negative (if a customer has had a bad experience, they are often eager to share it). Customer journey mapping is very powerful form of storytelling.
Here is where you get the useful data. It helps everyone understand the customer experience better. Here is the useful data, but to use it to its best advantage, it must clearly identify areas where the customer had difficulties, it must reveal how the difficulties affected them, and what the customer hopes will be done. In the market for their affection, they now can feel heard. The main thing that is different about customer journey mapping is that it makes the customer and their experience central and important. It makes it about them, and not about the corporate need. The customer feels the difference.
Where do the stories come from? Customer journey mapping is the anecdotal compilation of customer experiences. Businesses get these stories by listening, and that, in a nutshell, is why they matter. The business can ask for and provide opportunities for the stories to come in by providing surveys and asking for interviews, or by hash-tagging on social media. People who spend time with the customers throughout their experience, such as those in support positions, customer service, or sales, should also be interviewed; they may have a good set of stories about how customers feel about how they were treated. These stories can also help to show where and why a good experience turned bad, or vice versa.
Customer journey mapping is very valuable as a marketing tool for any business that wants to make sure the experience with them was a good one. Kelton Global ( http://keltonglobal.com ) helps businesses gather data to learn information about who is shopping in their stores, but today, that information is being taken further. Managers need more than age and income to help understand the customers. More important is information about how they were feelings as they shopped. Customer Journey Mapping can help you gather that information, and if you are not sure how to help unhappy customers, can provide you with advice so you can better understand the customers’ needs.