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Customer Journey Mapping

Many companies have not considered customer journey important enough to be an influencing factor of business continuity. While the old customers may just be happy to make a selection to what a company has to offer, today’s customers are more critical and demanding. They have done their research and want only the best offers.

E-Consultancy’s Cross Channel Marketing Report 2014, reports that
only 2 in 5 responding companies “‘understand customer journeys and adapt the channel mix accordingly.

branch transformation solutions

An improvement of customer experience made based on customer journey requires operational and cultural shifts that involve all the stakeholders in the organization. Even though complex, the big changes in customer service the companies are willing to make will eventually bring high reward – higher customer and employee satisfaction, revenue and cost improvements, and an enduring competitive advantage.

According to a Walker study, by the year 2020 customer experience
will overtake price and product as the key brand differentiator.

55%

of consumers are willing to pay more for a guaranteed good experience

84%

of organisations working to improve CX report an increase in revenue

79%

of consumers only consider brand that show that they understand and care about “me”.

Service Improvements for a relevant experience

Personalized and tailored

True personalization is the key to show customer that your company cares about their needs. It is highly impacting the brand loyalty and retention. Our mobile concierge solution can help you to provide a personalized service.

Available through various channels (omni-channel)

A selection of service delivery must be provided to allow customers to choose the method most convenience for them to make

The omni-channel approach is quite tricky as it is often where service inconsistencies are uncovered; creating a hidden friction that affects the whole impression of a brand. Customers demand integrated and seamless experiences across all channels and that’s where a customer journey mapping can help.

What is a Customer Journey Map?

Customer journey map is a diagrammatic representation of the process that a customer goes through in order to obtain a goal, showing the detail experience at every touch point the customer interacts with. It creates a holistic view of the journey to allow the management to analyse and identify room of improvements.

Customer journey map can help you to:

Understand your customer

Identify friction and pain points

Apply outside-in perspective strategy

Help in understanding quantitative data

Key elements

of a customer journey map

Point of view

Find the persona of your targeted customer

Scenario

Define a specific journey (current or new experience)

Stages

Set the behavior phases in a consecutive stages

Touch points and channels

Align the available channels (method of communication or service delivery) customer would use to interact with the company

Behavior, mindsets and emotions

Analyse what the customer would do, think, and feel using those channels

Opportunities

Analyse the pain points and opportunities

Actions and ownership

Define what actions needed to be taken to improve the situation, including the PIC responsible in the improvements

The above diagram is a general model of customer journey map. However, it may vary based on specific business and customers. Use our customer survey solution as a starting point to customer journey map, and then collaborate with all stakeholders to contribute the qualitative data for more effective customer journey map building. Or, discover our customer experience solution to take a fundamental approach in improving customer experience as a whole.

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