If businesses want to stay afloat and succeed in the current age of widespread market competition, they need to pull out all possible stops. Especially when it comes to attracting the attention of customers, getting and keeping them engaged, convincing them to make purchases, and having them enjoy the entire experience. While more significant, more well-established companies and businesses can usually pull this off, it’s much harder for startups and smaller businesses that have just opened to the public. Thankfully, a specialized technique can help make the process easier; customer experience mapping.
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What is a Customer Experience Map, And Why is it Important?
A customer experience map essentially explores all the potential touchpoints within a customer journey as they interact with your organization. It also explores the possible interactions that take place at each of the different touchpoints. The map can help businesses analyze customer behavior and their various brand interactions across multiple channels and touchpoints to see what’s effective and what isn’t.
Customer experience maps are often laid out in a visual format and include a wide range of essential details, including branding, marketing, and sales processes. The information they contain helps businesses answer questions like;
- Which content gets the best responses?
- What are sales representatives saying to prospective customers?
- Where do specific buttons on web pages go, and what is their effect?
What Are The Benefits of Using a Customer Experience Map?
When comprehensive customer experience maps are laid out and leveraged correctly, they can provide businesses with a wide range of critical benefits and help boost the health of a company from start to finish. Some of the essential benefits that customer experience mapping can provide include;
- Improved sales and revenue generation
- Enhanced levels of customer satisfaction and retention
- More effective sales training for key staff members
- Improved marketing strategy and performance
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Critical Steps of Customer Experience Mapping
Many tools, elements, and steps are needed to develop a comprehensive and practical customer experience map for a business. Below, we’ll cover some of the essential factors that companies need to consider as they begin the mapping process.
1. Determine All Organization Touchpoints
Depending on their size, industry, length of operation, and other factors, businesses will typically have a range of touchpoints. However, figuring them all out will be easier for some businesses than others. For example, smaller companies may have only one or two ad channels, such as Facebook ads, that take consumers to a primary landing page. Larger businesses may have much more complex funnels that leverage multiple touchpoints and interaction channels, including;
- Current Customers and Referrals: upsells, word-of-mouth, and personal recommendations
- Inbound Marketing: content marketing and SEO
- Outbound Marketing: direct mail campaigns, cold calling, and cold emailing
To create a practical customer experience map, you’ll need to document all touchpoints and every possible way consumers see your brand, services, and products.
2. Leverage Specialized Tools for Effective Map Generation and Data Collection
There are many tools that businesses can leverage to collect the touchpoint data they’ll need to construct a practical customer experience map. The tools are typically specialized software that helps record and track different elements, including;
- Outreach attempts
- Social media interactions and mentions
- Reviews on third-party sites
- Customer complaints
- Personal interviews
- Past email marketing or other outreach campaigns
- Conversation analytics
- Google searches
- Relevant keywords for products and services
3. Analyze, Visualize, and Use Your Data
Now that you’ve collected the necessary data, you’ll want to put it into a visual format that helps convey essential information. Try to focus more on function rather than design since the goal is to create a map that will help you make the most out of all your information. Also, keep in mind that customer experience mapping is supposed to portray how leads and customers interact with your business or organization, not just how you want them to interact with you.
From there, you’ll want to assess the effectiveness of each type of touchpoint and analyze the various ways that customers respond to each of them. If certain elements routinely convert into sales and customer retention, customers likely respond well to that touchpoint. You can leverage data collected during customer surveys, interviews, and more to determine why some touchpoints successfully make conversions while others don’t.
Once you have this critical information, you can start correcting issues and implementing new strategies that will better satisfy customers. For example, if online customers are frustrated with website load times, page design, or the lack of multiple payment options, your business can work to correct those problems. Also, if you find that customers prefer social media engagement, you can increase your social media presence.
Final Factors to Consider
Customer experience mapping can be an excellent way for businesses to determine which approaches are more successful in reaching customers and convincing them to purchase their goods and services. Leveraging these maps can provide a vast range of essential benefits and even help businesses expand their operations to a broader market. If you want to find out even more about other great methods your business can use to find success in the market, please consider exploring our website at TaxRobot for additional information, or consider reaching out to us today to find out more.
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