“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” -- Warren Buffett

1. Map The Journey
Improve The Experience
by Warren Buffett
“It takes 20 years to build a
reputation and five minutes to ruin
it. If you think about that, you’ll do
things differently.”

2. Proactive customer
experience efforts
are increasingly
important in today’s
competitive
economy.

3. Social media has changed
the conversation,
empowering customers to
bring their concerns to wider
audiences more quickly.
Ensuring customers feel
cared for is critical.

4. 86% of customers are willing
to pay more for products
that come with great
customer service.

5. What is
customer
mapping?

6. Customer mapping tracks a
customer’s journey from pre-
sale and purchase to post-
sale support and beyond.

7. Data collected during
mapping can help you
identify the most important
points in a customer’s
journey.

8. But what sort of data should
you collect? Where, when,
why and how should you be
gathering it?

9. Collect hard
numbers and
soft data

10. Data can be both
quantitative and qualitative,
and each type offers
valuable insights.

11. Quantitative data
• How many people are coming
to your product via video ad?
• How often do people click the
links in your email newsletter?

12. Qualitative data
• Anecdotal comments gathered
from email or phone surveys
and interviews.
• Social media channels help
gather informal data from your
customers.

13. Balancing the clear metrics
of quantitative findings and
the explanations of
qualitative responses can
deliver valuable takeaways
on customers’ positive and
negative experiences.

14. Focus on your
transition points

15. Transition points offer a
good opportunity to map
your customers’ experience.
Consumers want continuity
and a seamless progression
between different stages of a
transaction or experience.
Are they getting it?

16. Remember to identify the
touchpoints encountered at
all stages of the customer’s
journey…

17. Before purchase –
Examine advertising, social
media, and testimonials.

18. During purchase –
Consider online chat
services, in-store sales
teams, and transaction pages
on websites.

19. After purchase – Evaluate
service and support teams,
follow-up enquiries, and
future marketing
correspondence.

20. Mapping out
touchpoints enables
you to strategically
invest in customer
service where
improvements can
have the most
impact.

21. Walk a mile in
their shoes

22. Mapping the customer
journey lets you follow the
experience of a customer as
closely as possible.

23. Maps created using data from
real customers can shed light
on what’s working and what’s
not along the customer
journey.

24. Regularly review data
to learn from the
success of positive
touchpoints and
improve the rest.

25. Read the full blog, then share your thoughts! How to Map the Customer Journey and
Improve Customer Experience

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