The Customer Experience Map
Creating a Customer Experience Map helps visualize the entire journey of a customer from the moment they discover your business to their post-program experience.
This full Customer Experience Map outlines the stages, touchpoints, emotions, and actions of the customer, allowing you to optimize each step for a better overall experience.
How to Build Your Own Customer Experience Map
Take each of these stages to audit your business and/or create your own map.
1. Discover the Offer
Objective: To attract potential customers to your signature offer.
- Touchpoints: Affiliate/JV partnerships, Social media, search engine results, blog posts, referrals, online forums.
- Customer Actions: Browsing through authority content, reading reviews, asking for recommendations.
- Customer Emotions: Curiosity, excitement, skepticism.
- Pain Points: Overwhelming options, unclear value, trust issues.
Strategies:
- Invest in creating a visibility strategy – create content – blog, podcast, YouTube, etc. Plus add networking, speaking, engaging in groups, SEO, content marketing.
- Use engaging social media campaigns.
- Feature testimonials and success stories prominently.
2. Consider the Offer
Objective: To inform and persuade prospects to join your program or offer.
- Touchpoints: Website, landing pages, email newsletters, free trials, webinars.
- Customer Actions: Exploring the website, signing up for newsletters, attending webinars, engaging with free content.
- Customer Emotions: Interest, evaluation, hesitation.
- Pain Points: Lack of detailed information, no clear unique selling points, concerns about whether it is right for them.
Strategies:
- Provide detailed descriptions and the specific tangible transformation.
- Offer free trials or sample lessons.
- Host live Q&A sessions or webinars to address concerns.
3. Make Decision
Objective: To convert prospects into paying customers.
- Touchpoints: Pricing page, payment gateway, customer support, FAQ section.
- Customer Actions: Comparing pricing plans, contacting support for queries, proceeding to checkout.
- Customer Emotions: Decision-making anxiety, financial consideration, anticipation.
- Pain Points: Complicated pricing structures, unclear payment process, lack of immediate support.
Strategies:
- Simplify pricing plans and clearly outline what’s included.
- Ensure the checkout process is smooth and secure.
- Provide multiple payment options and instant customer support.
4. Enrollment and Onboarding
Objective: To welcome new customers and set them up for success.
- Touchpoints: Welcome emails, onboarding guides, introductory videos, LMS dashboard.
- Customer Actions: Registering for the offer, accessing the LMS, completing initial setup tasks.
- Customer Emotions: Excitement, eagerness to start, cautiously optimistic but a little apprehensive.
- Pain Points: Complicated onboarding process, difficulty navigating the platform, lack of guidance.
Strategies:
- Send a personalized welcome email with clear next steps.
- Create a user-friendly onboarding series.
- Ensure the LMS is intuitive and easy to navigate.
5. Learn and Engage
Objective: To keep customers engaged and motivated throughout the experience.
- Touchpoints: Communication, Personalized Learning Paths, Learning materials, quizzes, gamification, community, live sessions, progress tracking
- Customer Actions: Participating in lessons, completing assignments, engaging in discussions, attending live sessions.
- Customer Emotions: Motivation, learning satisfaction, occasional frustration.
- Pain Points: Difficult or unorganized content, lack of interaction, feeling isolated.
Strategies:
- Use multimedia content to cater to different learning styles.
- Offer regular quizzes and interactive assignments.
- Foster a community through discussion forums and live sessions.
- Provide regular feedback and progress tracking.
6. Complete and Celebrate
Objective: To acknowledge student achievements and encourage further engagement.
- Touchpoints: Final assessments, celebrations!, certificate of completion, feedback forms
- Customer Actions: Completing final projects, receiving certificates, providing feedback.
- Customer Emotions: Achievement, satisfaction, reflection.
- Pain Points: Complicated certification process, lack of recognition, insufficient feedback opportunities.
Strategies:
- Simplify the completion process and make it digital.
- Celebrate achievements and milestones.
- Collect and act on customer feedback for continuous improvement.
7. Post-Offer Infinite Engagement
Objective: To maintain a relationship with customers and encourage further involvement.
- Touchpoints: Ascension Offer, Follow-up emails, alumni groups, additional recommendations, referral programs
- Customer Actions: Joining alumni groups, enrolling in advanced courses, referring friends.
- Customer Emotions: Continued interest, loyalty, pride.
- Pain Points: Feeling forgotten post-experience, lack of advanced learning options, unappreciated loyalty.
Strategies:
- Send follow-up emails with additional resources and recommendations for next steps.
- Create exclusive alumni groups for networking.
- Implement referral programs with rewards for bringing in new members or customers.
By following this Customer Experience Map, you can optimize each stage of your online business, ensuring a smooth and engaging journey for your customers from discovery to post-experience engagement. This holistic approach will help you build customers for life and a thriving online business.
If you want help building your customer experience map, help with systems or figuring out how to optimize each stage, schedule a free discovery call to learn more.
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