Using the Customer Journey Map for a Holistic Market Research Process

Your human experience partner

Your Human Experience Partner Who Values Customer Journeys

More than just providing customer journey analytics, we want to be your human experience (HX) partner.

SeeLevel HX is composed of customer experience specialists who understand how consumers think, how they feel, and what they do when interacting with your brand. We can translate these into quantifiable data that can be used to develop valuable insights that your business can actually practice.

With over 650,000 mystery shoppers listed with us, we can cover a vast range of industries in the United States. From retail and restaurants to service providers and financial firms, we have a repertoire of market research professionals and secret shoppers who know how to assess consumer interaction in these industries.

We also have longstanding partnerships with major research firms that can help us handle big data. SeeLevel HX Evaluators can capture important interaction points in a multi-channel setup. Our reports will provide you with valuable insights that will help you deliver on your brand promise.

Customer Journey Maps – Customer Journey Analytics Coffee Cup Seelevel

Valuing the Customer Journey Map

A customer journey map lays out the story of a customer’s experience in interacting with your brand. It encompasses every detail of consumer interaction: from lead capture and initial contact phases to the engagement process and formation of a long-term relationship with your            .

A customer journey map is not a representation of each and every experience of consumers doing business with you. Rather, it’s a general view of what transpires in each stage of the B2C interaction.

More than easily countable data, a customer journey map incorporates feelings and motivations that run a consumer’s decision in avoiding or indulging a brand. You can use it to focus on a particular area of the journey or zoom out and look at the entirety of the customer’s experience to find ways to make your offers better for them.

Closing the Consumer Gap with Customer Journey Maps

Customer journey maps are applicable to any industry. They’re typically used to help identify any gaps that occur during consumer interaction. These disconnections hinder you from having a smooth-sailing relationship with your customers. Oftentimes you can find them in the following forms:

  • Device gaps

Having an online presence is a must in this technological era. However, many companies put up a website just for the sake of it without any consideration for human experience.

A website browsed on a desktop should not be any different from navigating it on a mobile device. A responsive site should not only look similar but also ‘feel’ the same when visited on the most popular devices.

  • Department gaps

Management often overlooks how internal processes affect their customer service. Different departments in any organization must work in unison in order to better serve their customers.

People get frustrated when their concerns reach only the ears of customer service representatives and not the business as a whole. The feeling of insignificance often leads them to redirect their loyalty towards a company who will value their voice more.

  • Channel gaps

There’s a plethora of communication channels online and it’s easy to find the presence of your favorite brands in most of them. This is a multi-channel setup which most businesses practice. Nothing is wrong with this structure as long as you can provide the same level of customer experience throughout the network.

SeeLevel HX offers customer journey analytics that pinpoints the gaps you need to fill to provide more than just a satisfactory user service. We can help you shift your focus and priority from doing what you want into listening to what brand consumers want, making your company a customer-centric establishment.

Mapping Analytical and Anecdotal Data

As customer experience specialists, we exercise a balanced view in considering both statistical and subjective data. We know that one cannot be used without the other in representing your brand service, which is why we utilize data from both ends in creating a customer journey map for your business.

  • Analytical Data

There are many sources where statistical data can be gathered. We use a mix of website analytics, social media tools, and surveys to give us a more detailed picture of how your brand ranks in the industry. We also utilize online search data to reveal valuable information on how effective your website is to users.

  • Anecdotal Data

Analytical data gives you the numbers but it’s incomplete if you don’t know the story behind it. Anecdotal data accounts for customer experiences which primary drive the statistical figures.

It can be difficult to get customers to sit down for a minute or two just to get their feedback. SeeLevel HX is equipped to tackle this challenge to provide you with a complete and reliable insight you can include in business decisions.

Our job as customer experience analysts is to piece these parts together and give you a bigger picture of where your brand service should head to.

We are customer experience specialists. We perfectly know how we can capture all of your customer’s five senses with our SeeLevel HX Research process.

Components of Our Customer Journey Map

Our customer journey map will tell you the actions transpiring at each stage of the B2C timeline.

The actions, motivations, questions, and hurdles faced by customers are all included in our research. We don’t dive in too deep into details to avoid complicating observations. Instead, we focus on their experience throughout the journey of doing business with your brand.

Here are the components we highlight in developing customer journey maps:

  • Characters

They represent the customers as a whole, including their thoughts, expectations, issues, and opinions upon interacting with your brand.

  • Timeline

It defines the time frame encompassing the whole journey. A finite amount of time can be used in our mapping, like a month or a week. Alternatively, we can do it by phase starting from the awareness phase to the purchase and renewal stages of brand interaction.

  • Emotions

Consumers feel different emotions during each phase of the journey. This part is highly valuable in recording anecdotal data.

  • Actions

Interactions of consumers with your brand like purchasing a product, inquiring about a service, or providing a feedback form part of our research process.

  • Channels

How they interact is also important in mapping out customer experience. We can pinpoint which communication channel is the most effective and useful for your consumers.

The goal of a customer journey map is to tell a story. This story should be easily understandable and effectively engage people within your organization to understand the importance of customer service.

Creative and Effective Presentation of Customer Journey Maps

SeeLevel HX is flexible in our output format for customer journey maps. We usually present it in a stylish infographic form but we can also do it in a video, storyboard, or any layout apt for your preference. The common thing about them is how they clearly communicate the data we’ve gathered in the process.

Our output highlights both anecdotal and statistical data to ensure we address the most important needs of your customers. Rather than making things complex, we focus on telling a simple story which the majority of your consumers can relate to.

Did we forget to mention that you can pin it on the office wall? Our customer journey map looks so good that you can hang it beside a Botticelli or a Renoir, minus the art interpretation part.

Our outputs are easy to discern that you don’t need to have the technical knowledge to know what they say.Are you ready to drive a human experience that is unsurpassed? Explore our industry case studies or contact us now for more information.

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