A customer-centric approach to customer journey mapping
Moments of Truth
the points in the relationship with a customer where you have the opportunity to earn their true loyalty by engaging with them.
- Improve overall experience
- Make the context richer
- Reduce friction
How To Identify MOTs
Customer Journey Mapping
Customer journey mapping is the process of documenting this: capturing how the journey as it is now and specifying how you want it to look in the future.
From someone researching potential solutions to a given problem to a customer purchasing a new product, there are a plethora of touchpoints - some of which you will have control over (for example, the messages and navigation on your website) and others that you will have no control over (such as review sites, blogs and competitor promotions).
Having a robust map of the customer journey therefore supports your ability to identify Moments of Truth, the customer drivers at these points and the interactions that you could have.
Persona development and Customer Journey Mapping need to be insight driven processes. These 3 approaches will help you to identify Moments of Truth:
- Research. Synthesise existing research to identify where friction is greatest for customers. NPS collected across the customer lifecycle will be particularly valuable; as will in-depth interviews with customers.
- Data. Your data should play a key role in understanding your customer journey, the stages of the customer lifecycle that are most important to your marketing objectives (from acquisition to retention) and the points at which your customer experience is weakest (for example, points where you see particularly high levels of churn).
- Domain experts. Don't underestimate the knowledge that will exist within your business, for instance from customer facing staff. Harness this insight and use it to validate and enhance what you have seen from your research and data.