Digital customer journey maps have quickly risen in popularity over the last five years or so. Whereas before, marketing and user experience teams had to look at sales numbers, or use focus groups to test products, the digital journey map, which focuses on customer interaction with products and service via a business’ websites and apps, has all but eliminated the need for this. But, what is a digital customer journey map, and in particular what makes Glassbox Augmented Journey Map™ different from the rest?
Understanding the Customer Journey Map
A digital customer journey map can come in a variety of forms, but the main goal is to provide a high-level overview of a product or service, and how customers have interacted with them through mobile apps, websites or both.
A digital journey map is created for every customer that clicks on to a webpage or opens an app. However, instead of simply analyzing singular journeys, it tends to be more beneficial to create cohorts that reflect a certain type of customer, and follow their journeys. Looking at individual journeys can be a time consuming process, and with big data generated from the appropriate technology used to create customer journey maps, a lot of information can be gleaned through trends rather than one specific journey. There are a lot of customer journey map questions that can arise once you have decided to invest in a customer journey map technology, and that is where its big data sifting capabilities can be of great use.
Digital Customer Journey Map Questions
Not all digital customer journey mapping technology is built the same. One of the main customer journey map questions is how the customer journey map can be used to shape product sales and enhance the user experience. In general, the journey map can provide an in-depth overview of the customer journey, but most customer journey tech doesn’t let you delve into specific areas that need attention.
Sometimes a simple bug in the mobile app can cause customers to not purchase a product, and as the IT team does not make purchases themselves, they may have never noticed the error that customers are experiencing. By looking at the journey, with a tool like Glassbox Augmented Journey Map™, you can find these issues in real-time. If left unchecked, you’d be potentially losing revenue for months and have no idea why this is occurring. The Augmented Journey Map™ lets you see the overall user experience as well as individual paths so you can optimize your customer experience regularly.
Another question that is often raised, is simply whether or not a customer journey map technology should be invested in. This kind of technology can be pricey, but the benefits greatly outweigh the cost. Stakeholders care about the bottomline, but they also care about profit. By employing a technology that has the ability to map customer journeys, you will be able to see, in real-time, what products and services your customers actually want. Then, you can decide to improve marketing campaigns, or optimize the content around these products or ones that are not faring as well. It would be impossible to accurately gauge how a customer views a product or service online, without a digital journey map. Most journey map technologies call for specific tags for the campaigns or products that they want monitored. Glassbox Augmented Journey Map™ tagless employment provides quick and easy access to data and trends, just by clicking on the relevant area.
Lastly, a journey map can be used to better understand customer needs and wants in the future. Maintaining a smooth user experience is important, but introducing new products and services is also important if your company wants to continue to experience growth. New products or services can be launched, and monitored to see how customers interact with them. From there, the product design team can address any flaws or issues detected from the digital component of a customer journey map, and a seamless experience created during the official launch.
Glassbox’s Augmented Journey Map™ isn’t your run of the mill customer journey map though. Most technology will allow teams of individuals in the IT department to review trends, but this must all be done manually and may not allow for session replay. Glassbox Augmented Journey Map™ provides businesses with the tools to easily pinpoint errors in real-time. With the use of Machine Learning, you gain automatic insights that might take other technology weeks of big data sifting to find.
Essentially, a digital journey map can answer a lot of customer journey map questions that arise, and help your company to create and revise products and services to fit your ideal customers’ needs. Just be sure to choose a technology that offers an interactive platform which streamlines the customer journey process, rather than one that makes team members do most of the analysis.