Experience is everything
A good customer journey make it feel easy and pleasurable to do business with a company. A bad customer journey is hard to recover from. You have a much higher chance of dropouts during the onboarding process and if customers do persevere, regardless of the quality of your product or service, that bad taste of the experience will be remembered.
People are likely to tell others about their experience, good or bad. This used to be family, friends and colleagues, but with the proliferation of social media, people now tell the world!
- It takes 12 positive customer experiences to make up for one negative experience (Newell-Legner)
- It costs 6-7 times more to attract a new customer than to retain an existing one (Kolsky)
- 70% of buying experiences are based on how the customer feels they are being treated (McKinsey)
- 62% of customers say they share BAD experiences with others (salesforce)
The way people feel influences buying decisions and more than ever, these feelings will be shared with others.
See how we can help your customer journey
Improving the journey
Your first step to creating an amazing customer journey is to map the existing one and analyse the pinch points, annoyances and any unnecessary elements.
Once you have the current journey mapped, work can start on creating the ideal journey. Process maps are great to help with this as you can move around elements easily to see how the journey would look in a different order, with steps added or removed.
Generally the easier it is to interact the better the experience. Although this isn't always the case......sometimes making the onboarding process a magical experience in itself can be just as rewarding for your customer.