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What do your customers experience?
© iStockphoto/arekmalang
What does your organization look like from the outside? When customers call you, what do they experience? When they make a purchase, what information, support and follow-up do they get? And when they have a problem, how do they get it resolved to their satisfaction? Does this leave them wanting to do business with you in the future, or vowing never to buy from you again?
The chances are you know part of the answer to these questions. But even in small companies, the full picture may be scattered across the organization and amongst various members of your team. What's more, your customers' real experience may not be anything like as good as you think it is.
If you want to know exactly how customers experience your business, Customer Experience Mapping (also called Customer Journey Mapping) is a powerful tool. Tactically, it's a great technique to help you improve customer service processes and resolve recurring customer complaints. Strategically, it helps you build a better product, service or brand, thereby helping you win repeat business.
To use this tool, follow these steps:
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