How can you use journey maps to create a seamless omnichannel experience?

When creating a customer journey map start from customer goals. A customer goal is not about the product. In B2B it is often challenging to move the mindset from products to customer. To capture customer goals, I recommend deep-dive customer interviews representing diggerent segments / businesses / services. Interviews with customers will help you map customer view on their goals, pain points and successes and use that insight in mapping the journey. The key thing is to ensure your customer journey represents what your customers need and experience - not what you think they need and experience.

Al utilizar mapas de recorrido del cliente de manera efectiva, las empresas pueden crear experiencias omnicanal más fluidas y coherentes, lo que lleva a una mayor satisfacción del cliente y fidelidad a la marca. 1. Comprender los Puntos de Contacto 2. Integración de Canales 3. Consistencia en la Mensajería 4. Personalización del Recorrido 5. Omnipresencia de Datos 6. Transiciones sin Fricciones 7. Optimización Móvil 8. Automatización Inteligente 9. Medición de Interacciones 10. Feedback del Cliente 11. Evolución Continua

Journey maps are some of the best ways to understand the customer journey, buying cycle, and all customer communications. There are so many great tools that can be utilized for this. One of my favorites is Miro. Within Miro, you can easily create a customer journey diagram with each touch point, notes, communications (ie. emails, sms, phone) and even determine clear messaging and outreach at each touchpoint in the funnel. Set KPIs and goals at each point and measure and track communication and cadence.

Begin by mapping your journey in a straightforward manner, compiling statistics for each interaction with your customers. These numbers will guide you in creating the essential automations and integrations that your channels should have to ensure the smoothest experience possible. Do not lose history by forcing your customer to always start from scratch when switching channels.

Crafting effective customer journey maps involves clearly defining objectives, gathering diverse customer data, and analyzing it to identify significant touchpoints and pain points. Subsequently, visually depicting the customer's journey while emphasizing essential interactions is crucial. Utilizing this map enables the identification of areas that require improvement and aids in enhancing the overall customer experience. Consistently updating the map ensures its ongoing relevance and effectiveness.

It is important to understand that a customer is no longer locked with a single channel. You may visit a store to touch a product, call a hotline to answer some questions, engage with a live-chat to review some features, buy a product online then seek help over WhatsApp. Today's customer journeys are rarely ever single-channeled. Customer journey mapping is an exercise that helps understand what a typical journey looks like and, while it can't possibly cover all scenarios, highlights the possibility that a customer may switch channel multiple times throughout the journey. With that I mind, you can build your processes around the customer to insure a seamless transition from one channel to the other.

In our insurance industry, clients want to follow an omnichannel journey exactly the same as they can make with Netflix for instance. It becomes the common standard right now.

Creating a memorable customer experience requires us to understand the customer journey. The journey is full of encounters they have with the brand. It is important to brand the experience and this happens when you map the key touch points. Customising every encounter can strengthen relationship with the brand/organization.

Journey mapping serves as ready reference while taking up any improvement or enhancements to reduce the customer efforts. Lessers the handshakes in journey, better then customer experience. Journey mapping also helps identify how, when and where different channels can talk to each other and roll up to omni-channel. For an example, one customer writing the concern to all available channel/mediums and one rep able to see rest of the branches. With one rep working on an issue and able to resolve concerns on all the channels at a same time.

In sales, identifying the most effective conversion channel for each persona and guiding the customer to engage with it can be a game-changer. Understand the needs of each persona and ensure that the journey is fluid and as close to a one-click solution as possible.

In my view, keep journey mappings as simple as possible. There has to be one start point spreading branches, which account for all the possible friction/entry points and each of the flow ending with desired output. In case of CX journey mapping, start with inception of customer onboarding and ending with successful completion of the transaction factoring all the possible scenarios and workflows.

Keep it simple. The real benefit of omnichannel is not having a vast array of channels where the customer hops from one to another, but rather having each channel offer a simple, seamless journey that meets the needs of the customer who has chosen that particular channel to get in touch and resolve their issue or make a purchase.

Importantly if you want to map the Omnichannel experience start by really mapping a « customer » journey, not a product or a channel specific journey. In my experience it’s important to start mapping « an hypothetical » journey with all the data you already have available at hand. Be completely channel agnostic. When looking at those data from a specific customer segment lense, that is where depending on the journey/customer goal some channel may appear more important in a specific step of that journey. Remember not to only highlight the pain points but also the moment of truth. For example: elderly people may be more keen on visiting a shop prior to a purchase where member of a family may start by browsing your product catalogue online.

You can begin by enhancing your retention. The self-service experience has improved for most people, particularly the younger generations. The more automated solutions available on the channels preferred by your customers, the greater your results will be.

Have a clear map of all channels with determined KPIs down funnel. Education case example: A simple 3-step education funnel. Student inquiry - What channels deliver inquiries. What are the goals across each channel. What channels are delivering qualified inquiries. Application - What channels are driving inquiries to application. This would be a high intent inquiry that is truly interested in a school or program. Understand which channels are driving this. Enrollments - What channels are actually generating enrollments. Why are certain channels not producing enrollments? Evaluate all of the channel paint points and opportunities across the journey and make improvements to each touchpoint. Small changes can create big impacts.

As stated below not only you need to define the experience you aim to design but also align with your CX principles if any. You also need to align with your strategy! If the business strategy is to reduce by 20% the traffic towards a certain channel you need to understand. Why customer is keen on focusing on that channel and how can you change customer behaviour and influence them to use a maybe more convenient channel, more efficient and cheaper for the business to maintain.

This is a key point. Customer journey maps are living documents and should be updated periodically. I have seen organizations develop journey maps and not update them for several years.

Mapping the journey is the first step of your process. Making it visually easy to read is an other one. I recommend using template to provide ability to compare journeys and potentially prioritize actions across journey. You can easily end up focusing on fixing a touchpoint issue that is not crucial. Identify your priorities. Either with color or form, highlight key pain point and make it easy to visually spot it at a glance Prioritize potential actions, you can use CX/Business value matrix or Kano model. This will help you guide higher decision makers to see potential roadmap action. I like the opportunity tree mapping developed by T.Tores. Really help you ideate solutions and test them before getting anything pushed to your backlog.

Consider going beyond the customer journey map and use service blueprint. Journey maps may highlight the customer pain-point but they may also restrain you to fix issues only from the surface. The service blueprint mapping may highlight more foundational change at the core of your entreprise architecture. I like to create at least 3 distinctive swim lane 1- customer journey 2- business processes 3- IT systems Thus you will also be able to engage the different part of the org in designing the organisation CX and create a sense of ownership in all the layers of the organisation. In the end CX is everyone’s business in the company.

You need to consider the actual customer and set up focus groups with them to understand their preferences, we often build these journeys without involving the actual customer, also consider that the customer journey may differ for each persona

You can create a seamless omnichannel experience by first designing it with customer journey maps, which are visual representations of customers' processes, needs, and perceptions throughout their interactions and relationships with an organization. Journey mapping helps you identify the moments that matter, so you can design experiences in the moments that match customers' expectations across all channels. Steps to design customer experiences include: - Identify and determine what features will deliver on the benefits customers wants - Use story maps to ideate, plan, and group activities in a workflow or user journey - Design UX through wireframes, mockups, and prototypes - Collect stakeholder feedback before investing in development