We Choose Joy

Create Margin for what Matters

Customer Experience, Work ·

Why is it Important to Understand Your Customer’s Journey?

“If you change the way you look at things, the things you look at change.”

— Wayne Dyer

Over the past month, the term “Customer Journey” has been climbing the charts in my most frequently used words. So what is a customer journey? Quite simply it the path the customer takes while interacting with your company. It seems, in my circles at least, that it is gaining popularity. This isn’t completely surprising. Business is slow and owners are looking for ways to improve. They want to improve how they serve their clients and customers as well as improve their actual functions and flows. This past month I have worked with three different clients, with all different businesses, breaking down and identifying their customer journey. Did you know that every single one of them used the same word when describing the experience? The word was incredible! When you go all in and walk a mile in your customer’s shoes to improve their experience, you end up finding multiple opportunities to improve your own. This is a very profound statement to me. Let’s repeat. When you look to improve someone else’s experience you end up improving your own. I believe this with all my heart. It is this exact principle that drives so many to reach out to help others in times of crisis. Plain and simple, it just makes you feel better!

The first thing I do is dig into the five phases that create your customer journey:

  • Awareness
  • Consideration
  • Acquisition
  • Service
  • Loyalty

I then facilitate an exercise that allows us to identify every step, trigger, message, emotion, system, action, pain point, or gain point experienced by the customer and in turn the business owner.

At the completion of the journey mapping, I create a journey workbook. It identifies the flow, the systems at play, and reveals the opportunities that are staring us right in the face. At the end, as always, the choice to implement is theirs. However, my hope is that I was able to make it easier to see their business from another perspective. A perspective shift has been one of my life’s greatest teachers. It isn’t always something we can do alone either. Often it takes an outside source to push, pressure, and force the new lens in which we view the old story.

Identifying the customer journey is truly a fundamental practice for me and my clients. In order to sustain life and the work that you desire, we have to be real about what it takes and what it means. Business isn’t about ego, likes, or fanfare, it’s about service. You have a skill, a talent, or a passion that you know you can share with the world. Let’s make it super easy for you to share it with the world, so you are in a position to always be able to share it with the world. Taking the steps to take care of your clients/ customers is a great first step in taking care of yourself and your livelihood.

— Megan

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