by Dr Michélle Booysen
“The customer’s perception is your reality.” — Kate Zabriskie
Mapping the customer journey is essential for understanding how customers interact with your business and identifying ways to improve satisfaction. A well-mapped customer journey reveals gaps, highlights opportunities, and ensures every interaction adds value to the customer experience.
What is Customer Journey Mapping?
Customer journey mapping is the process of visualizing every step a customer takes when engaging with your business—from first contact to post-sale follow-ups. It offers insights into the customer’s needs, emotions, and expectations to create seamless experiences.
Why It Matters
Improves Satisfaction: Pinpoints bottlenecks and friction points to enhance service delivery.
Builds Loyalty: Ensures each interaction fosters trust and long-term relationships.
Aligns Teams: Keeps everyone focused on delivering a consistent experience.
Increases Revenue: Drives repeat business and referrals through improved service.
Steps to Map the Customer Journey
Identify Your Goals: What do you want to achieve? Focus on improving onboarding, retention, or conversions.
Create Customer Personas: Develop profiles that reflect your target customers’ goals, needs, and behaviours.
List Touchpoints: Map all interactions customers have with your business, such as website visits, emails, and service calls.
Track Actions and Emotions: Understand how customers feel at each step to uncover frustrations or moments of delight.
Analyse Gaps and Opportunities: Highlight areas for improvement, such as reducing response times or enhancing personalization.
Visualise the Journey: Use charts or tools to create a clear view of the journey.
Refine and Evolve: Update the map as customer needs and behaviours change.
10-Day Work Schedule for Mapping the Customer Journey
Key Insights
Mapping the customer journey isn’t a one-time task—it’s an ongoing process. By continuously improving how customers experience your business, you position yourself for growth and long-term success.
Start today by scheduling your three week traction plan to unlock insights, improve service, and build stronger connections with your customers.
Dr Michélle Booysen is a process strategist and consultant with 30+ years of experience helping organizations optimise operations and drive growth. Specializing in linking processes to strategy and performance, Michélle and her team empowers businesses to enhance customer service, boost performance, and scale sustainably through innovative methodologies that have transformed outcomes for SMEs worldwide.
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