Maximize results with customer journey design｜Visualize your strategy with design thinking
Why is customer journey design important now?
Customers are increasingly having opportunities to interact with companies through social networking, web advertising, and real stores.
However, many companies do not know "where they found out about it, why they bought it, and how they felt about it.
What is a customer journey?The flow of the customer's experience from encountering a product or service to purchasing, using, or revisiting the product or serviceThe idea is to organize the
By designing this, companies will be able to see "issues from the customer's perspective" and "points of contact that need to be improved.
Three steps to visualize customer experience
(1) Understand customers
Organize target demographics, behavior patterns, and issues they face.
It is important to delve into "what thoughts and feelings are driving their actions" through surveys, interviews, web analysis, etc.
Draw a journey map.
Visualization of customer action processes such as "awareness → interest → comparative study → purchase → use → continuation" in chronological order.
In this process, we organize the emotions, issues, and points of contact (touch points) at each stage.
👉 This will clarify "which moments are disengaging" and what experiences should be enhanced.
(iii) Establish improvement measures
Once issues are identified, improvement measures are fleshed out.
- Improved site navigation and UI
- Providing information via email and SNS
- Review of support experience
While utilizing design thinking,Design a “pleasant flow” for customersThe key is to
Common Features of Failing CX Designs
- Created from an internal perspective and out of sync with the reality of the customer
- Satisfied with making maps and not utilizing them for improvement
- Designed by department and not connected as a whole
The customer journey is not a goal to be “drawn,” but rather a "tool to change behavior.
The key to success is to share this information throughout the company and incorporate it into the improvement cycle.
Successful Case Study 1: Improvement of purchase rate in B-to-C
A retailer was experiencing sluggish growth in purchase rates on its e-commerce site.
Results of analysis based on customer journey,
The reason for leaving was found to be "Insufficient information at the comparative study stage."
By adding reviews and comparison charts to product pages and enhancing social networking links,
Purchase rates have improved and repeat business has increased.
Successful Case 2: Strengthening Lead Cultivation in BtoB
BtoB companies faced a long period of time before business negotiations, making it difficult to understand customers.
Therefore, we visualized the points of contact from inquiry to contract, and redesigned the flow of e-mail and seminar delivery.
By having a common CX map for sales, marketing and support,
Consistent communication has been achieved and relationships with prospective clients have deepened.
Summary: How to create a CX map that connects strategy, design, and marketing
Customer journey design is the "bridge" between strategy, design, and marketing.
- Strategy: Define who and what you want to deliver
- Design: Making the experience “visible
- Marketing: Deliver at the optimal point of contact
We are committed to the company's desire to change,
We provide integrated support from strategic design to design, systems, and marketing.
Together, we will build a "system of connection" centered on the customer experience.
👉 Customer journey design is a map for understanding the customer.
It is a “strategic tool for generating empathy” to help companies continue to grow.