Customer experience map; what is this? Find out all about it here
Have you ever studied cartography? Don’t you worry! You won’t actually need that.
In order to create a good customer experience map, neither will you need to be able to draw nor will you need to be an expert on maps, you will only need to know all about your business, you will also need to know when your customers have more contact with your business and how they value your business.
With this in mind, and some basic ideas, you will be able to build a customer experience map. But before we get into that, first let’s find out what a customer experience map is.
What is it? And what is a customer experience map for?
A customer experience map is a tool that shows, graphically, each contact that our customers establish with our company; from the moment they first meet our company to their most recent interactions and their degree of satisfaction for a company.
The aim of the customer experience map is basically to improve the customer experience by analysing the satisfaction offered by each of these points. By identifying and knowing all about these, it is easier to determine their importance, and implement measures to improve the experience provided, if necessary.
Naturally, the resulting map will depend on several factors, such as the type of business or the type of user. Usually, it will be necessary to establish more than one customer experience map, depending on the channels used by the user to contact the company. This experience is different for the client who physically buys something in a shop.
How to create a customer experience map
If you’ve never created a customer experience map, then perhaps the first one will be confusing to you. Don’t worry, this is quite normal. With some practice, you will improve quickly. And remember that simplicity is key.
You also need to remember that you are going to create a diagram or a graphic representation, so you will need something else to carry this out (this can be a sheet, a text or image editor, etc.)
Once you have this, you can create a graph with two axes, an X axis, or horizontal, where those several points of contact will be written and ordered chronologically, and a Y axis, or vertical, which will represent the degree of satisfaction provided to the client by each of these points of contact, so if the experience is good, the line that represents customer satisfaction will rise, and if this experience is not that good, it will decrease in equal measure.
Let’s say, for example, that you want to create a customer experience map for a hotel.
In the X axis you would include all the points of contact that the client might have with your business, ordered chronologically. In this example, these would be:
- The client accesses the hotel website.
- He makes the reservation on the website.
- On the planned date, the client arrives at the hotel reception.
- The client enters his room for the first time.
- The client uses the hotel restaurant.
- The client uses other hotel facilities.
- The client has an incident with the facilities/service so he contacts the reception or customer service.
- The client pays for his stay.
- Post-sale loyalty actions.
In the Y axis, you would include the assessment of the satisfaction of the clients for each of those moments.
As you know, this is a simplified example. It’s yourself who should establish what are the customer’s points of contact with your business, and rate their satisfaction obtained in each one of these.
And as you can imagine, when it comes to assessing satisfaction … The best thing to do is to ask your own customers! Many businesses use small surveys, which can be used basically to create a good customer experience map.
By ordering this information with a customer map, this will not only help you identify the strengths or weaknesses of the service, but it will also allow you to know the “emotional journey” of the client in his experience with your business.
Thus, it is not the same to have a very positive contact in the intermediate section than to have it in the initial or final section of the “trip”.
Similarly, by having all this information sorted graphically, it will be easier to make small annotations with the measures that we are going to take in order to improve the service at each point, and we can take into account the temporary order when applying these, if necessary.
The ultimate goal, as you might guess, is to improve the service and increase customer satisfaction, something that is quite important in a highly competitive environment.
And now that you know what a customer experience map is and how to create one in a very simple way, we would be very happy if you could take a few minutes to get to know a tool that can help you with customer service in your business, this is Integria IMS.
Integria IMS is software that has an incident management system (help desk software) based on tickets.
Do you want to find out more about the Integria IMS help desk tool? You can do that by clicking here: https://integriaims.com/en/product/help-desk-software/
And keep in mind that, in addition to this, Integria IMS has other features, such as an inventory, a project manager or a vacation manager, among others. As you can see, you will be able to use Integria IMS in many different ways.
And don’t forget to leave your comments in the comment section down below, have you ever done a customer experience map? How did it go? Did it work for you? We are happy to hear your comments and don’t forget to check our other articles on different topics about customer service.
Or you can ask us any question you might have about Integria IMS. This is quite easy! You will only need to use the contact form that can be found at the following address: https://integriaims.com/en/company/contact/
The Integria IMS team will be happy to help you!
Alberto is one of the translators of Integria IMS. He is also a singer-songwriter and he also can play the guitar and the piano.