It can be extremely challenging for your organisation to get into the minds of your customers. You may be wondering why a customer spends so long browsing your selection, adding products to their cart just to close down the tab or why it’s taking your customers a number of different steps to get from Point A to Point B when it should just take one. Whatever the confusion could be, the root cause is that you probably don’t have a clear-cut grasp of the customer journey. The customer journey is the manner in which a customer relates to a company so that they can achieve a goal.
Today’s consumers work together with brands in ways which are tricky to pin down. From growing awareness of a brand via social media, through getting a “thank you for your purchase” email after a fruitful transaction, there are often many and varied steps in between.
This isn’t something that you can assume or predict based on your internal perspective. A customer journey is quite specific to the physical experiences which your customers have. This means that the best way to understand the journeys of your customers is just by asking them.
What Is The Customer Journey?
Think about the customer journey as a roadmap which details how a customer becomes cognizant of your brand, their interactions with your brand and everything in between. Here’s the definition of the customer journey:
The customer journey is the entire sum of experiences which customers go through when interacting with your company as well as your brand. Rather than looking at just a part of a transaction or experience, the customer journey details the full experience of being a customer.
Understanding the customer journey (as well as overall customer experience) isn’t as tricky because it seems once you get organised. And it is important.