Viper Marketing & Communications Group

Customer Journey

Author: Jim Hardcastle

Jim has a simple desire; help you and your organisation communicate more effectively. He responds well to outdoor adventure, savoury snacks and good coffee. Scandinavian design and packing lots of things into a small space interest me at the moment.

Here's our 'Customer Journey' product broken down for you. In essence it's a framework that helps us to 'map' your customers journey through your product or service. It simplifies a complex picture that you probably can't see because you're in it up to your neck. We look at every step and provide simple clear recommendations to improve it.

What do your customers encounter on their journey through your service?
There will be more steps in that journey than you think. It's not just about picking up a leaflet or making a booking.
Does the reality match your perception? Just because you think something happens in a certain way doesn't mean your customers think that. 

Issues Everywhere!

You’re aware of ‘issues’ but need the proof
You know there’s an ‘issue’ but don’t know where it starts from
You know there’s an ‘issue’ but don’t know how to put it right

Benefits

Breaks down complex experiences into manageable steps for analysis
Documented (web analytics, video recording, storyboard, digital images) analysis
‘Mystery shopper’ anonymity and impartiality
Balances the physical journey with the emotional state of mind of your customer

Review Stages

Target: who is the audience & what do they want from you?
Contact: how and when do they contact you?
Guidance: what help do they get?
Navigation: the complete process mapped out

Recommendation Stages

Personalise: making the journey relevant to the target audience and creating a story people want to tell
Innovate: key product changes linked to the ‘Navigation’

Development: key service changes linked to the ‘Navigation’

Change. Change for the better

Challenge perception with reality. Change ingrained practices with impartial, documented evidence of what’s really happening
Innovate and develop your products or services based on real customer needs
Create a journey the sets your organisation apart and delivers your business plan
Important tool for better internal communication in your organisation

A documented audit of ALL of your communication 

Want to find out more? Call us or email us and we'll make things change 

- Posted on Thursday 29 Apr 2010 at 14:25 by Jim Hardcastle

Tags: audience (12), communication planning (9), customer development (3), customer journey (4), development (10), effective (4), emerging themes (2), experience (5), insight (2), jim hardcastle (27), learning (3), market segmentation (7), marketing research (2), messages (4), people communication (3), personalisation (3), planning (17), products (7), relevant (3), strategic thinking (2)