Proactive customer experience efforts are increasingly important in today’s world, where customers have sky-high expectations for the level of personalized care and attention they should receive from companies. With social media accounts run by young, sassy interns making global corporations appear to be your best friend, the perception of companies and the service that they provide has shifted. Now, more than ever, it is imperative to ensure that customers feel well looked after: research has shown that a staggering 86% of customers are willing to pay more for products that come with great customer service. But how can you ensure that the customer’s experience with your company is consistent and satisfying? Customer mapping is one much-used solution. What is customer mapping? Customer mapping enables you to track the overall consumer experience, from pre-sale and purchase to post-sale support and, ideally, future interactions with your company. Using this data, you can identify the points in a customer’s journey which are most important in ensuring they receive the optimal experience and remain loyal to your brand. But it’s all very well saying “You need to collect data from your customers”. The crucial questions are what sort of data should you collect? Where and when should you be gathering it? Collect hard numbers and soft data Data which will help you improve customer experience can be both quantitative and qualitative. One type of quantitative data which is particularly useful is web analytics: How many people are coming to your product via that video …
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