Customer experience (CX) is a product of an interaction between a customer, a brand and its offering in different touchpoints. Opening a new bank account, shopping, going on a trip, buying groceries or repairing a car – it all generates some sort of experience for us. You can check it by recalling a company that you think warmly about or cannot think about at all.
It is the experience not the price or technical specification that nowadays tends to influence shopping decisions, and is the thing that makes a given brand stand out on the market that is becoming more and more competitive.American Express’ research proves it by showing that 58% of clients are willing to pay more for a better experience.
Bloomberg Businessweek questionnaire proves that “companies polled rated customer experience as a top strategic objective.” What’s more, according to Digital Marketing Trends Report, customer experience is seen as one of key areas of business development that companies are willing to invest in.
One of the tools for verifying customer’s experience with you brand is a customer journey map. It is a visual representation of all steps that a person has to take in order to use a given service and experiences connected with it.
Such maps are created based on quality research carried out with customers. Information gathered that way is analyzed, sorted through, and constitute the basis for a customer journey map that describes all steps, experiences and emotions.