Organizations that master the art of customer experience will emerge winners among their competitors , and journey mapping is a great place to start .
� STEP 1 : Give Your Customer a Life Design your journey map with specific customers in mind , based on a research-driven understanding of the way they interact with your brand . This strategy is best accomplished by creating customer personas , or detailed composite sketches of key customer segments . Ideally , you should have three to five fictional representations of different customer groups .
Personas vary across businesses , but most contain basic demographics , information on work life , goals , and interests . For a deeper dive , pull testimonials or quotes from existing customers that fit the persona you are modeling and find a picture of someone that best portrays that persona .
� STEP 2 : Identify Touchpoints Throughout the sales journey , your customers will interact with your brand through different channels . These touchpoints represent " hotspots " where you have an opportunity to improve your customer ’ s experience . Make a list of the different times and places your customer connects with your business , such as online , in-person , in-store , by phone , or even using your product after purchase .
� STEP 3 : Chart Your Customer ’ s Actions Leverage existing data or assumptions to build a hypothetical customer journey . Start with a linear timeline of the actions each customer might take , and then think about what need arose that your business answers . When did the customer learn about your product or service ? Did he or she research you online ? Did the customer call or visit your store or office ? Use these questions to weave your customer through the entire beginning-to-end journey .
� STEP 4 : Connect the Dots Consider how interactions might lead to a positive or negative experience for your customer by connecting their thoughts and motives to their actions . Instead of looking at touchpoints independently , consider each in relation to what the customer hopes to accomplish , what emotions or feelings will propel or prevent him or her from going to the next stage , and what questions or doubts the customer has at this stage .
� STEP 5 : Map It Out Once the charting is complete , it ’ s time to start designing your journey map in a way that best communicates to your organization . The diagram should clearly illustrate the various touchpoints and channels of communication each customer encounters with your company , along with the emotions , thoughts , and feelings at each phase . For inspiration , you can do a quick online search to explore the different types of diagrams , and consider hiring a designer to create the final product for you .
Putting Your Journey Map to Work The problems and opportunities revealed in the journey mapping process will help your organization prioritize solutions and streamline touchpoints ( or break them down into smaller increments ). Regardless the design you choose , your journey map should be simple , easily digestible , and actionable . Remember , the objective is to help differentiate your brand and develop a lifetime relationship with your customers .
Call your relationship manager at 855.274.2800 and share how Sterling National Bank can help support your business needs and provide an excellent client experience .
16 | SNB . COM // CONNECT INNOVATION SUMMER 2017 // RANKED BY FORBES ’ 2017 “ AMERICA ’ S 100 BEST BANKS ”