Returning customers are the heart of a successful business. Consequently, the ultimate goal must be to deliver a positive customer experience each and every time consumers reach out to your product, brand or service. Whether it’s a phone, web- or social media-based communication, storefront encounter, or direct product experience, these “touch-points” add up to what is known as the customer journey.

Mapping the Journey: Before, During and After the Sale

Learn­ing the steps consumers take to complete a transaction is cru­cial in order to cre­ate a highly effec­tive customer service strate­gy. Do you know what common paths they choose when doing business with you? Do people along the way provide helpful guidance or are they too busy to be bothered? Are maps and signage up to date?

To get a clear understanding of the customer journey, you’ll need to physically map the process. Depending on the size and complexity of your company, it might include diagrams that take up a whole wall, or simple sketches on the back of a napkin. The process will take time and requires that you gather customer input. Anytime a customer comes in contact with your brand—before, during or after the purchase—it’s a touch-point. The goal is to deliver a positive experience every step of the way.

1. Before: New Awareness, Research and Consideration. A customer starts by learning about your company and its product offerings. They will research and compare options before making a decision, utilizing ads, a retail outlet, online testimonials, a website, catalog, FAQs, social media, blogs, or interactions with a customer service agent.
2. During: Selection and Transaction. This is where the customer commits to and follows through on the purchase. This could happen at a physical store, via your website, by phone consultation or mail.
3. After: Satisfaction. After the sale, customers may interact with shipping, billing, packaging, set-up instructions, product support, returns, etc. They may receive follow-up surveys, product newsletters or follow-up offers.
4. Repeat: Customer Loyalty. If all goes well, the customer will be satisfied and decide to make future purchases with your company and even share positive experiences with others—either face-to-face or through social media. Follow-up reminders and special offers nurture loyalty and help continue the relationship.

Evaluate the Journey

Ultimately, you can use this information to understand how customers feel and react at each touch-point:

• Where do they get stuck? What are the obstacles?
• Does any part of the process lack information or get too complicated?
• Is there a point at which consumers are discouraged from making a purchase or re-engaging your business?
• What seems to elicit the greatest satisfaction?
• What can be done to make the customer journey flawless from start to finish?

Brand-Wide Benefits

By understanding the journey and how consumers respond at each touch-point, you can begin to make changes. And while the majority of customer interactions take place with those trained in customer service, insights gained from this process can improve your entire organization including distribution, product development, marketing, branding and shipping. You may discover, for example:

• Customers are thrilled up to the point they receive their product, only to find that the set-up instructions are unclear and frustrating.
• Small gift items or offers that accompany each purchase are getting lost in the packaging.
• Your older demographic is drifting away at the research phase because FAQs are directed to a younger audience.
• The shopping cart experience doesn’t translate well to mobile users.
• There is no follow-up after a sale and even customers with a positive experience are going elsewhere for their next purchase.

Viewing your business through your customers’ eyes provides invaluable insight. It’s a way to strengthen your brand and develop an exceptional customer service strategy that will guide the consumer effortlessly in their journey to satisfaction and loyalty.