![]() As you review your work, clarify how your customer experience meets your business vision. This information can be invaluable in determining areas of friction and finding ways you can improve the customer experience. Include what the customer is thinking, doing, feeling, and experiencing. Get clear on what action the customer must take at each touchpoint. List out each touchpoint, and then arrange them in order on your template. This could be in person, on the web, through a call, etc. Touchpoints are all the moments or places where customers interact with your business. The goal is to create a structure that logically reflects the progression of the customer experience and provides the level of detail you’re trying to achieve. The approach you take is completely up to you. ![]() Your customer journey often follows a visual progression, which can be inside a grid or table format, or can look more like a process flow. What does your customer struggle with throughout the process? What are the customer’s goals? What does your customer need? Get clear on the main pain points that motivate the customer to act.
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