Sneak into your Customers’ Lives by Mapping Touch points with Personas
Mapping the customers’ journey is an influence on our memory, motivation and behaviour. Good experiences make for good emotions, and equally, if the customer is not feeling good, organisations can counter this and provide an experience to make the customer feel better.
Organisations use customer journey mapping to understand the emotional state of the customer during specific events, either created naturally by virtue of the day (e.g. Customers Birthday) or manufactured by the service offering (e.g. Receiving a personalized, relevant and timely email after signing up.
The Purpose of Customers’ Journey
- Identify/ understand customers’ emotional state from pre-existing life events, reactions to experiences delivered through the organisations.
- Influence and drive customers’ behaviour by providing emotive experiences.
The customer journey is primarily made up of persona, events & emotions. These all need to be defined to understand exactly what the customer is experiencing and how to better address the situation.
Different customers can be generalized into categories as a good trade-off. The marketing segmentation can provide a good yard stick for defining what is sometimes called “Persona’s”.
The events are specific times where an experience occurs as perceived by the customer. The events occur in a place, time, with the organisations service, involving people, process, technology and brand that gives rise to the subjective experience.
This experience will be characterized by different emotions.
There are different human emotions. For the purpose of monetization & improved sentiment, the following emotional model can be drawn that defines positive and negative emotions. Emotions are further differentiated by being active or passive.
Example, if I am only ‘Happy’ with a service, would this drive me to seek better service and potentially spend more money? Probably not.
Equally, if I had a death in the family, would I really care about a bonus free month of car services?
- Active & Positive emotions should be reinforced and extended where possible to maximise opportunity to sell.
- Passive & Positive emotions should be migrated to Active & Positive to empower and motivate customers to spend.
- Negative & Active emotions should be
- Migrated to the Positive dimension; to provide a basis for future sales
- Eventually migrated to the Positive Active dimension; to convince them to buy
- Prioritized to counter since provides a platform for complaints
Negative & Passive emotions should be
- Migrated into the Positive space to provide a basis for selling
- Moved into the Positive Active space to empower consumers
- Prioritized since these customers will not continue their subscription
An example of a Customer’s Journey
Some guidelines to Customer Journey Mapping with current state analysis:
Understand the Customer
- Understand market, segments and customer profiles
- Map generic pre-existing live events based on customer profiles e.g. Education, buying house, marriage, kids, death in family, etc.
- Map specific events based on operating model; e.g. Searching for life insurance, Getting quotes for insurance, Selecting a policy, etc.
Evoke Customer’s Experience measures
- Start with expert judgement (i.e. Best Practice)
- Conduct surveys
- Map emotions based on results and expert judgement
Design Future State
- Define the desired events/experiences that leverage good emotions and neutralize and counteract the negative ones
- Identify candidates for improvement; based on results prioritize identified events/experiences that are problematic
- Identify events/experiences that could be improved
Finally, mapping the customer journey should begin with the customers, and end with a change to the organisations’ model to better serve the customer experiences. This technique places the customer first with a deep emotional understanding, then looks backwards toward the experiences provided by the operating model, thus enabling good aspects to be reinforced and negative ones to be managed.
This will also allow a much closer alignment between the customers and the architecture of your business, allowing more effective prioritization and targeting of resources to improve customer experience, and better business outcomes.
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