Guiding the way: How customer journey mapping can lead to better CX

Andy Vale

By Andy Vale
10 Aug 2021

4 min read


What if every single time you received a call from your customers, you could improve the overall customer experience (CX)? Each time they pick up the phone, you’re presented with an opportunity to collect data that could have long-term strategic benefits.

Customer journey mapping involves creating a comprehensive visual storyline which records the key touchpoints in your customer journey, from the first time they visit your website to the moment they convert. By harnessing this data, you can accelerate lead conversion, reduce acquisition costs, and boost your retention rates.

Best of all, customer journey mapping can provide a deeper understanding of your customers. It puts you and your contact centre team in their shoes, allowing you to quickly identify what you’re doing well and where you could improve. In this blog, we’ll explore how customer journey mapping can lead to better CX.

What is customer journey mapping?

Customer journey mapping is the process of understanding how and why your customers choose you. It taps into customer data to accurately record each step of their journey, from the moment they become aware of their need, through research and consideration, to making a purchase and beyond.

The purpose of journey mapping is to understand your customer’s intentions, motivations, and pain points. Having this kind of data at your fingertips can help you convert leads faster and retain existing customers longer. It could also make your customers more profitable in the long run, given that around 40% of customers would be happy to pay more if they received a better customer experience.

Carter Jonas, a multi-disciplinary property consultancy, used customer journey mapping to optimise their marketing efforts and invest budget more efficiently. Working with Infinity, they were able to track the source of incoming phones calls and develop a clearer understanding of the journey that led to each call. This led to a 10.4% increase in the rate of quality calls and the ratio of qualified leads increased by 9.7%.

Why is customer journey mapping important?

According to a survey by PwC, one in three customers will walk away from a brand they love after just one bad experience. If you’re serious about providing outstanding customer service, customer journey mapping should be a core element of your strategy.

Developing a comprehensive journey map will enable you to deliver smoother and more efficient customer service, designed to delight your customers. Here are some of the key benefits of customer journey mapping:

  • Identify key channels – Mapping the journey clearly shows you how and where your customers interact with your brand. Whether that’s through a Google search, a targeted PPC campaign or word-of-mouth on social media, identifying key channels is the best way to streamline the customer journey.

  • Improve CX training – If your agents know what is likely to trigger a call, they can be better prepared to handle concerns or queries. If they’re prepared, they can handle calls faster and deliver excellent customer service. A win for customers and an even bigger win for busy contact centres.

  • Uncover competitor insight – Understanding how and why customers chose you can provide detailed insight into your competitor’s weaknesses. Customer mapping draws out information on how your audience thinks of you and your competitors. This type of data can help you refine your positioning and emphasise your strengths, making your messaging more persuasive.

  • Optimise on-boarding – There’s always room for improvement and customer journey mapping can shine a light on potential obstacles. Could you optimise your channels or messaging to convert faster? Are there any pitfalls in the customer journey that prevents someone making a purchase entirely? Understanding and optimising the journey is key to levelling up your CX.

Supercharge your strategy with Call tracking + Conversation Analytics

Call tracking can help you supercharge your marketing strategy by discovering the campaigns, channels and keywords that are persuading your customers to pick up the phone. This deep dive into your marketing efforts can reduce your customer acquisition costs and lead to more effective revenue generation. If you can pinpoint the action that triggers customer calls, you can double your efforts or even cut spend on activities that aren’t delivering.

When you pair call tracking with Infinity’s speech analytics suite, Conversation Analytics, you’re able to find out what happens during calls and further optimise your customers’ purchase journey.

Conversation Analytics can surface hidden insights, highlight topics and keywords, and analyse sentiment in every call. With it, you can identify common trends or obstacles in your customer journey, highlight frequently asked questions or concerns that delay conversion, and pinpoint precisely what turns unhappy callers into loyal customers.

With both solutions, you can get the insights you need to thoroughly map your customer journey, make informed investments, improve customer service and streamline operations.

Key takeaways

So, what have we learned? Here are three key takeaways on why customer journey mapping is so important and how, in partnership with Conversation Analytics, it can help you deliver a better customer experience.

  • Developing a detailed customer journey map helps you deliver better results for your customers and your business.
  • Understanding intentions, motivations and pain points will enable you to better prepare your agents for calls, delighting customers and reducing handling time.
  • Accurately pinpointing key channels and potential obstacles in the journey optimises your on-boarding process and decreases acquisition costs, while boosting ROI.

Every conversation matters. Start one with us today to unlock the benefits of Conversation Analytics and revolutionise your CX.

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