Customer Journey Map Analysis
3. A customer journey map
Tincher (2013) states that customer experience map is a tool that provides a visual representation of how a customer uses product or services, or how potential customers go through the shopping process, it focuses on buyer’s feelings and emotions at these different stages. It illustrates customers’ expectations and needs and overall experience for particular product or service.
Customer experience map should not be based only on staff feedback or internal experience. Marketers should put themselves in customers’ position and try to explore their expectations and needs. Tincher (2013) argues that depending on the scope, the customer journey map process can involve interviews or ethnographies, possibly combined with
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It focuses on retaining and enhancing existing customers and improving relationships with them rather than on acquiring new ones (Vavra, 1995). It involves keeping easy communications with customers regarding their queries and complaints and resolving potential disputes to customers’ satisfaction (Garfield, 1990).
Good customer relationship encourages customer to buy the product or service and to recommend it to others, which adds to an increase in company income, company growth or revenue and reputation. This customer recommendation by word of mouth or good and positive feedback on web 2.0 social networks is free advertisement for company. According to Gitomer (1998) companies try to get customer’s loyalty as keeping existing customers is cheaper than finding new ones, and having a base of loyal customers for one product or service improves sales for the company's other offerings. Organization saves money which would have to be spent to attract new customers. Customer benefits by receiving special treatment, special deals, vouchers and price discounts. They have confidence in service provider and personal relationship with
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It brings employee retention and social benefits for company employees. It provides to create a distinctive position in relation to competitors.
References:
Foumier, S., Dobscha, S. and Mick,D.G. (1998). ‘Preventing the Premature Death of Relationship Marketing’, Harvard Business Review, 76(1) January-February 1998, Pp 42-51.
Garfield, M. M. (1990). ‘Reduced Customer Turnover for Long-Term Success’, Marketing News, 28 May 1990, p.20
Gitomer, J. (1998) Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless. Austin, TX: Bard Press.
Vavra, T. G. (1995). Aftermarketing: How to Keep Customers for Life Through Relationship Marketing. Chicago: Irwin Professional
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