The Customer Insights Map offers a visual representation of how a customer progresses through their journey with an organization. This data-centric map offers a deeper understanding of what’s happening at every stage, giving a more in-depth view of where opportunities exist and where critical matters must be addressed.
The Customer Insights Map Goes a Step Deeper
The modern customer’s journey is hard to analyze in a way that empowers organizations to make informed decisions. To try and capture and predict what a buyer needs as they seek to solve a specific problem, companies deploy sophisticated technologies, deep learning algorithms or artificial intelligence. While those technologies are valuable, they still fail to capture the human element behind modern consumer behaviors, which lacks depth and a critical missing piece of the puzzle.
The Customer Insights Map allows organizations to take both those sophisticated technologies and human intellect, and put them into an easy-to-consume, detailed map that outlines exactly what’s happening across every touchpoint in the buyer’s journey. This map includes:
- Empathy mapping broken up across the various customer journey stages
- The various touchpoints along a buyer’s journey
- Employee and customer experience scores across each touchpoint
- The departments that contribute to each touchpoint
- The platforms used at each touchpoint
- Assets available to the organization
- Opportunities at each stage of the buyer’s journey
- Metrics and key performance indicators to monitor
- Path-to-purchase comparison models
The Customer Insights Map Goes a Step Deeper
As you look at the Customer Insights Map, parts of it may feel familiar. While there are similarities between this Customer Insights Map and a traditional customer journey map, there are distinct nuances and differences that deepen team’s understandings and usage of this organizational growth tool.
My Tabs
INFUSING EPATHY AND HUMAN TOUCH
Understanding what a customer thinks, feels, and says throughout their journey with an organization is crucial. These internal processes and outward expressions offer depth around how the customer receives messages, perceives value, and reacts from both an emotional and logical stance.
EXPERIENCE MAPPING
It’s not enough to know that a customer has arrived at a touchpoint and that an employee, on some level, has engaged with that buyer. You must also understand what that experience was like in each micromoment. Experience scoring allows you to visualize gaping divergences in the experiences, dangerous convergences in negative interactions, or positive experiences in high-scoring touchpoints.
IDENTIFYING OPPORTUNITIES AND COSTS
Mapping out opportunities, metrics, and comparing paths-to-purchase can help teams better understand where to focus their efforts. In outlining this information, you can make more informed decisions rooted in data and analytics rather than guesswork.
TOUCHPOINTS
Understanding what a customer thinks, feels, and says throughout their journey with an organization is crucial. These internal processes and outward expressions offer depth around how the customer receives messages, perceives value, and reacts from both an emotional and logical stance.
DEPARTMENTS, PLATFORMS, ASSETS, OH MY
Knowing who’s engaging at each touchpoint, the technology being leveraged, and the assets available to support each touchpoint is crucial. Having this kind of breakdown can help you pinpoint specific areas of improvement and track shifts over time to ensure that the predicted outcome was accurate, improving the customer’s experience and employee’s experience with every small shift.
DEMOCRATIZING THE DATA
A Customer Insights Map comes equipped with a legend to help democratize deep data and analytics in a way that everyone can consume the information available. This democratization drops silo walls and brings teams together so that they can become more in alignment with the end consumer.
Infusing Empathy and Human Touch
Understanding what a customer thinks, feels, and says throughout their journey with an organization is crucial. These internal processes and outward expressions offer depth around how the customer receives messages, perceives value, and reacts from both an emotional and logical stance.
Experience Mapping
It’s not enough to know that a customer has arrived at a touchpoint and that an employee, on some level, has engaged with that buyer. You must also understand what that experience was like in each micromoment. Experience scoring allows you to visualize gaping divergences in the experiences, dangerous convergences in negative interactions, or positive experiences in high-scoring touchpoints.
Identifying Opportunities and Costs
Mapping out opportunities, metrics, and comparing paths-to-purchase can help teams better understand where to focus their efforts. In outlining this information, you can make more informed decisions rooted in data and analytics rather than guesswork.
Touchpoints
Understanding what a customer thinks, feels, and says throughout their journey with an organization is crucial. These internal processes and outward expressions offer depth around how the customer receives messages, perceives value, and reacts from both an emotional and logical stance.
Departments, Platforms, Assets, oh my...
Knowing who’s engaging at each touchpoint, the technology being leveraged, and the assets available to support each touchpoint is crucial. Having this kind of breakdown can help you pinpoint specific areas of improvement and track shifts over time to ensure that the predicted outcome was accurate, improving the customer’s experience and employee’s experience with every small shift.
Democratizing the Data
A Customer Insights Map comes equipped with a legend to help democratize deep data and analytics in a way that everyone can consume the information available. This democratization drops silo walls and brings teams together so that they can become more in alignment with the end consumer.
Horizontal and Vertical Customer Insights
The Customer Insights Map holds tremendous depth that’s open to interpretation in two core ways.
Left-to-Right Like a Story
The most natural way for us to read is left to right, like we do on the pages of a book. The same holds true for a map like this. We can move from left-to-right following the customer’s progression through the modern marketing funnel towards purchase and beyond.
Top-to-Bottom Drill Downs
In addition to understanding the customer’s progression, we can also shift our perspective and look top-to-bottom to drill down into what’s happening at every stage. In looking vertically at each touchpoint, we can quickly identify where things are doing well and where things could be causing conversion rates to suffer.
A Customer Insights Map Extends Beyond Acquisition
The path-to-loyalty is just as important for organizational growth as the path-to-purchase. That’s why, the Customer Insights Map extends beyond the top of the funnel to include the customer’s journey and post-purchase behavior beyond purchase too. In doing so, your team will be equipped to slow attrition and build deeper relationships with your buyers.
Customer Insights Map Keeps Organizations Sticky
FUEL DIGITAL TRANSFORMATION
The digital age has afforded organizations the ability to gather enormous amounts of data, but how those companies handle the insights baked into those data points is what will cause them to surge ahead. The Customer Insights Map shines a light on both the human and analytical side of those interactions.
BUILD EXCEPTIONAL EXPERIENCES
Exceptional experiences start with exceptional teams. The Customer Insights Map allows you to gather the insights needed to align your people, platforms and processes with every stage of the buyer’s journey, so that you can cultivate a more sublime experience and maximize profitability.
INCREASE LIFETIME VALUE (LTV)
Google Analytics aren’t telling you a deep enough story about the emotional and logical elements of a buyer’s brand loyalty. The Customer Insights Map expands on what you can see behaviorally online and applies metrics that will help you build lasting relationships and increase LTV.
Customer Experience (CX) Terms
- 360 Degree View of the Customer
- Barlow Bands
- Behavioral Triggers
- Bow Tie Funnel
- Business Impact Analysis
- Cognitive Computing
- Content Mapping
- Conversational User Guidance
- Customer Data Profile
- Customer Experience (CX)
- Customer Friction
- Customer Insights Map
- Customer Journey
- Customer Journey Mapping
- Customized Ratios
- CX Intelligence
- CX Led Growth
- CX Metrics
- Data as a Product (DaaP)
- Data as a Service
- Data Culture
- Data Engineering
- Data Fabric
- Data Governance
- Data Looping
- Data Mining
- Data Modeling
- Data Monetization
- Data Swamp
- Data Visualization
- Data Warehouse
- Data-Centric
- Descriptive Analytics
- Diagnostic Analytics
- Digital Asset Management
- Digital Transformation
- Dirty Data In Dirty Data Out
- Embedded Intelligence
- Employee Data Profile
- Employee Experience (EX)
- EX to CX Data Mapping
- EX to CX Mapping