Mapping the Client Journey
Often as business owners, sitting in our own seat, we look at where we interact outwardly with our clients or customers. We think about how people view our website and our service or product offerings from a branding and marketing perspective.
But how many of us actually put ourselves in the client’s shoes, and see all those little details related to how they see our brand?
It’s more than just ‘the larger picture’
Between the big, clear visibility items, there are the little pieces and touch points that happen on the client’s journey that impact their experience with our brand.
For example:
When they book an appointment with me, what does that confirmation look like?
Is my invoice personalized to my brand, or does it look like a generic QuickBooks invoice sheet?
What does the third-party payment tool I use look like to them? Does it carry through my brand’s look?
It was reported in a recent US survey that 84% of consumers consider their experience with a company to be as important as its products and services. From the time a client or customer is introduced to a service or product to when they purchase it, they go through a client journey… one that’s worth paying attention to.
Mapping the client’s journey
Let’s put ourselves in our client’s shoes. Let’s look at the journey they take, from the first moment they see our brand, to the point where we have completed a project or transaction with them. It’s in our own interest to ensure that all points of interaction, from end to end, deliver the brand experience we want them to have.
Client journey mapping helps with this. It’s creating a visual story of the client’s interactions with our brand.
Touchpoints may include:
Marketing emails, newsletters, social media
Phone calls, service and support lines, online chatbots
Booking meetings
Sending a schedule
Sending invoices
Physical objects, office décor
Packaging, shipping, delivery
Third-party payment tool
If we step into our client’s shoes and see our business from their perspective, we can better align their needs and expectations to our brand offer and benefits. We can better determine:
Does this element look like my brand?
Does it sound like my brand?
Does it look and feel like the marketing I’ve done on my website and in my marketing material?
The payoff
Mapping the steps in the client’s journey allows us to see our business from a new angle. We may even see opportunities to consolidate some of their journey steps into more efficient processes and technology solutions.
At the end of the day, we’re increasing the odds they’ll use our services or buy our products again.