Customer Experience (CX) Journey Mapping
At Fresh Egg, customer experience permeates everything we do. It’s the glue that binds all of our services together. The fuel to our fire. Mapping the customer journey is the first step to campaign success – and we like success.
Our 360 Customer Experience Mapping takes the guesswork out of marketing, uncovering real, actionable insight from your true customers and stakeholders.
We start from the beginning, in your customer’s shoes. Using workshops, questionnaires and focus groups to understand what it feels like to be a consumer of your business. Uncovering their journey, identifying their motivations and delving into their behaviours.
Then we take this true picture of your audience and use it to shape your strategic story.
Here’s how it works…
Our approach to CX journey mapping
We ditch assumption; seeking out real customer insight and ‘Moments of Truth’ in a customer journey. Taking into consideration the wider marketplace, consumer trends and industry updates, we ask ourselves: do their ‘moments of truth’ match the experience you think you’re providing?
02 Stakeholders & customers
We use stakeholder workshops and customer focus groups to compare your preconceptions with real customer experience. Carrying out empathy mapping and creating audience personas to get to the heart of it.
03 Customer journey and wider marketplace
We feed the bespoke customer touchpoints, emotions and experiences into a customer experience map. Wider market research and social listening tools uncover consumer trends to compile individual data fingerprints of key customer groups.
We don’t go in for jargon – simplicity is key. Your multi-channel, end-to-end journey map is presented to you in a single, centralised view and transparent format. Making it easy for you to understand, and us to use as basis for highly targeted communications and campaigns tailored to your exact audience needs.
Where it all comes together and our services combine. We make your site more visible with ongoing SEO activity, and use CRO to optimise the customer journey. Keeping customers engaged with rich content experiences both on and off site.
What is a CX journey map?
A customer journey map is a visualisation of all touchpoints and interactions that a person has with your business from first interaction thorugh to brand loyalty and advocacy.
Stages of customer experience
At this stage, your potential customer is just that – potential. They have no awareness of your brand just yet. (Yet being the operative word).
The customer has been exposed to your brand via various channels. They might’ve seen an ad, social post, piece of content, or heard about you from a friend – but that’s as far as it goes.
With a problem, question, desire or need to fulfil, they actively research into your brand to find out more. This is where user experience on your site comes into its own.
Further research takes place, comparing your product or service offering against other brands to make a purchase or conversion decision.
Edging closer to conversion, the customer narrows down options based on various criteria – delivery times, convenience, price, etc. Clear information and navigation on your site can aid this decision.
You came out on top and the customer has converted. This can be a purchase, product download or request for information. Either way, they’re sold.
The time it takes for your customer to receive your product, service or answer to their query. This can be as short as an online chat, or a number of days if shipping from another country.
This stage refers to how your customer uses or engages with your product or service. They have first hand experience of your brand. The next step is for them to share it…
Your customer turns into your marketing channel, sharing experience or knowledge of your brand and its product with their friends and family.
Your customer has lifetime value to your brand via repeat purchases, engagement and interactions.