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What are the key stages and touchpoints of your customer journey and how do you measure them?

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A customer journey map is a visual representation of how your customers interact with your brand, from the first contact to the final purchase and beyond. It helps you understand their needs, preferences, motivations, and pain points, and how you can improve their experience and satisfaction. In this article, we will show you how to create a customer journey map in the context of customer service, and what are the key stages and touchpoints of your customer journey and how do you measure them.

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James Petrillo

In calidum condimentum est vitae

1 Define your goals and scope

Before you start mapping your customer journey, you need to have a clear idea of what you want to achieve and what aspects of your customer service you want to focus on. For example, you may want to improve your customer retention, increase your referrals, reduce your complaints, or enhance your loyalty programs. You also need to define the scope of your map, such as the time frame, the segments, the channels, and the scenarios you want to cover.

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James Petrillo

In calidum condimentum est vitae
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In my experience adding a personal touch to any interaction helps to create and foster growth in a business relationship. Having a cold, isolated interaction really does not benefit any party.

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Can Gen?

Brand Guidance Graduate Executive at Kantar
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I have found to improve and increase customer retention and relations by implementing strategies that enhance customer satisfaction and loyalty. These can include providing prompt and efficient customer service to ensure customer satisfaction as well as some personalisation. For example, creating personalized experiences for customers by understanding their preferences and needs through cultural background and interests.

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2 Research your customers and their behavior

The next step is to gather as much data and insights as possible about your customers and their behavior. You can use various sources and methods, such as surveys, interviews, feedback forms, analytics, social media, reviews, and customer service records. You want to understand who your customers are, what are their demographics, psychographics, goals, challenges, expectations, and emotions. You also want to track how they interact with your brand, what are the steps they take, the actions they perform, the decisions they make, and the obstacles they face.

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James Petrillo

In calidum condimentum est vitae
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We generally rely on the customer returning to us to use our services again. That seems to be the best of indicators. Generally you don’t return to a service when you’ve been made to feel as if it’s just to garner a five star rating on a platform.

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3 Identify the key stages and touchpoints

Based on your research, you can start to identify the key stages and touchpoints of your customer journey. Stages are the main phases that your customers go through, such as awareness, consideration, purchase, retention, and advocacy. Touchpoints are the specific points of contact that your customers have with your brand, such as your website, your social media, your email, your phone, your chat, your store, or your product. You want to list all the stages and touchpoints that are relevant for your customer service, and how they relate to each other.

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James Petrillo

In calidum condimentum est vitae
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Starting off on the right foot matters most. The saying is “you only get one chance to make a first impression” and that is the reality in every situation especially that of business growth and development.

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4 Map the customer journey

Now that you have the key stages and touchpoints, you can start to map the customer journey. You can use various tools and formats, such as diagrams, charts, graphs, or stories, to visualize your customer journey. You want to show how your customers move from one stage to another, and how they interact with each touchpoint. You also want to include the information and insights that you gathered from your research, such as the customer needs, preferences, motivations, pain points, and emotions at each stage and touchpoint.

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5 Analyze the customer journey

Once you have your customer journey map, you can use it to analyze your customer service performance and identify the gaps and opportunities for improvement. You can ask yourself questions such as: How well are you meeting your customer needs and expectations at each stage and touchpoint? How consistent and seamless is your customer service across different channels and scenarios? How satisfied and loyal are your customers with your brand? How do you measure your customer service success and impact?

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6 Optimize the customer journey

The final step is to use your customer journey map to optimize your customer service strategy and tactics. You can use your analysis to prioritize the areas that need the most attention and improvement, and to generate ideas and solutions that can enhance your customer service. You can also use your map to communicate and align your customer service goals and actions with your team and other stakeholders, and to monitor and evaluate your customer service results and feedback.

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What are the key stages and touchpoints of your customer journey and how do you measure them?

1

2

3

4

5

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1 Define your goals and scope

2 Research your customers and their behavior

3 Identify the key stages and touchpoints

4 Map the customer journey

5 Analyze the customer journey

6 Optimize the customer journey

Customer Service

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What are the key stages and touchpoints of your customer journey and how do you measure them?

1

2

3

4

5

6

1 Define your goals and scope

2 Research your customers and their behavior

3 Identify the key stages and touchpoints

4 Map the customer journey

5 Analyze the customer journey

6 Optimize the customer journey

Customer Service

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