You own a company. Thanks to the convenience of the internet, your customer base is literally worldwide. Your products are affordable, your customer service is efficient, and your advertising is extremely effective. Through all of this, your sales are declining. You cannot understand why. This is where customer mapping becomes your greatest tool.
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Customer mapping provides a very detailed report that shows your customer\'s journey from first contact to final product. It shows, in detail, the experience your customer goes through as they purchase your product or use your services. It reveals the parts of their experience that were enjoyable as well as the parts of their journey that were difficult. This type of reporting will clearly show you in detail where to improve or change your services to enhance their experience. The decline in sales can be something as simple as your shipping time or their familiarity with your type of transaction service. A very small change may be all that you need to increase your overall sales and rate of return customers.
Customer Mapping vs Surveys
It is a known fact that the most likely people to respond to surveys are those that are not satisfied with your product or service. They are generally the most motivated because they have something they would like rectified. In addition to this, you will usually see a response rate of under 20% for external surveys. This can be increased slightly with incentives and simple online links, but your overall responses will be from a very small group of people who interacted with your company and had an unpleasant experience. While this will give you an idea of what went wrong during their transaction, it will not give you a detailed picture of your customer\'s full experience. Customer mapping will show you this. From start to finish, you can see the parts of their experience that went well, as well as the parts that didn\'t. You can view a chain of events that lead to success or a failed experience. This detailed report will give you an actual view, on behalf of the customer, of what it is like when they interact with your company.
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