Like many business owners, I used to make the mistake of thinking that what was crystal clear and obvious to me would be crystal clear to my ideal client. That they would take the time to jump through my hoops, understand my jargon or click more than once, to find out more about me and my products.
Like many business owners, I’d over-complicated my very simple business.
I’d made myself difficult to do business with, forgetting the key lessons I’d learned at McDonald’s:
Visibility – make sure that you’re somewhere that your ideal clients can see you. Then have great branding – your equivalent of the Golden Arches sky sign.
Accessibility – be available when and where they need you to be, easy to reach and easy to understand.
Simplicity – be easy to do business with; straightforward; no hoops, no added complications, no unnecessary steps in your process.
As a Restaurant Manager at McDonald’s, I was tasked with walking my customer journey (or doing a ‘Travel Path’ as it was called), every hour. This meant walking about 100 yards (old school) up the street and back, looking for what my customers might see and notice, – litter, cleanliness, etc. And on my return what about first impressions seen from the Customers’ eyes, – tables and floor clean, team smart and busy, no queues – you get the idea.
Of course, we don’t all have bricks and mortar businesses. For many of us that first impression is online, and very often will begin with a Google search, followed by our website, maybe followed by a phone call, and so on. Very different businesses but they all have one thing in common: every customer goes on a journey through them.
To give Customers the best possible experience, we need to understand the key phases of that journey, the ‘Moments of Truth’ along the way, and any opportunities for improvement. It’s vital that we view it through our customers’ eyes; through their very real experience; not what the experience should be, or what you want it to be, but what it actually is, day-to-day. Ask those in your team who work with the journey every day, how simple and straightforward it is; how many hoops you’re making your customers jump through; how much unnecessary information you’re asking your customer to provide.
An effective Customer Journey Map gives you a clear and detailed picture of how your customer uses your product or services, and how customers and potential customers go through the buying process.
It gives you and your team an overview of your customers’ experience and shows how they move through your sales funnel, which in turn helps you to identify opportunities to improve their experience.
To make it effective, you need to rethink what you believe you know, and fully understand every touch point a customer has with your business.
There’s no one template that fits all businesses when it comes to mapping your customer journey, but there is a system, what a surprise!
Look out for next week’s blog where I’ll share our customer journey mapping system with you.