ARE YOUR BUSINESS PROCESSES ALIGNED WITH YOUR CUSTOMER JOURNEY?
It can be difficult for businesses to get into the mindsets of their customers. It’s also confusing for businesses to experience how a customer might experience their brand or service. Organisations are often aware of problems that lie in their business processes, but may not understand how this impacts their customers.
Businesses could be experiencing a reduction in sales, leads, or poor engagement from their customers. These factors indicate a company not understanding their customer journey correctly. The customer journey refers to the process of where a customer interacts and establishes a connection with a company.
Understanding customer experiences and journeys can help businesses deliver solutions and responses which keep customers happy. The most effective way to understand and visualise customer journeys is to create a customer journey map.
Creating a customer journey map is approached differently to standard business process mapping. The information here will help give you an idea of these differences, as well as how you can use process mapping to understand your customer journey better.
Difference Between Process Mapping and Customer Journey Mapping
Process mapping involves creating documentation that visualises company workflows from start to finish. Using specialist detailed process mapping tools, business process mapping software alongside a series of consulting sessions from independent experts, businesses can produce documents which give context and insight into their processes.
Process flow mapping helps the people involved understand their processes in more detail, which can, in turn, influence key decision-makers to act and achieve business process improvement.
Customer journey mapping is a step-by-step process documentation told from the customer’s point of view, instead of the business’ perspective. A customer journey map details all the relevant touchpoints from when a customer interacts with an organisation. Customer journey documentation, given that it has the right focus and direction, allows businesses to understand that journey and ultimately, improve customer experience in line with their strategy.
Using relevant customer-focused process flow diagrams, which actively highlight problems or inconsistencies within your organisation(or that of third parties), can be the solution to better understanding the customer journey. As a result of clarifying your customer experience, you may find that some of your internal business processes need adjusting and updating, to align more effectively with your customer. Regularly conducting reviews and assessments of both your business processes and your customer journey will provide input to your continuous improvement programme.