{"id":350677,"date":"2022-05-10T11:38:11","date_gmt":"2022-05-10T18:38:11","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=350677"},"modified":"2023-08-24T06:05:44","modified_gmt":"2023-08-24T06:05:44","slug":"how-to-deliver-value-at-every-stage-of-the-customer-journey-tuesday-cx-thoughts","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/how-to-deliver-value-at-every-stage-of-the-customer-journey-tuesday-cx-thoughts\/","title":{"rendered":"How to Deliver Value at Every Stage of the Customer Journey \u2013\u00a0 Tuesday CX Thoughts\u00a0"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">What makes an experience? We\u2019ve all had them, and experiences can be bad or good. Is it the entire vacation or the individual parts? Who is responsible for the vacation experience from beginning to end? The person that booked the trip, each venue that is visited, or is it even more granular and detailed?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you consider all the potential places where something could go wrong during that vacation, you get an overview of all the<\/span> <span style=\"font-weight: 400;\">customer journey touchpoints<\/span><span style=\"font-weight: 400;\"> involved in making a<\/span> <span style=\"font-weight: 400;\">customer experience<\/span><span style=\"font-weight: 400;\">. If you have never constructed a<\/span> <span style=\"font-weight: 400;\">customer experience journey map<\/span><span style=\"font-weight: 400;\"> (not to be confused with a purchase process<\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-map\/\"> <span style=\"font-weight: 400;\">customer journey map<\/span><\/a><span style=\"font-weight: 400;\">), a simple and relatable example would be to create a detailed plan for your next vacation.&nbsp; You may think it is easy: there is travel to the location, overnight accommodations, the venues\/attractions you\u2019ll visit, and then the return travel \u2013 those are the top-level touchpoints.<\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><em><strong>LEARN ABOUT:<\/strong> <a href=\"https:\/\/www.questionpro.com\/blog\/time-to-value\/\">Time to Value<\/a><\/em><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Did you just map your journey?&nbsp; Not even close.&nbsp; Let\u2019s look at just one of these in greater detail: the travel to your destination.&nbsp; That could include perhaps a car service to the airport, taking a flight, and a car service to your overnight accommodations.&nbsp; Now we are done, right?&nbsp; Sorry, we\u2019ll need to dig a little deeper.&nbsp; At the airport, you don\u2019t just take a flight.&nbsp; You arrive at the airport, you\u2019ll check in to your flight (if you haven\u2019t done that already on an app), check-in your baggage, and go through TSA security (we could write an entire <a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-mapping\/\">customer journey map<\/a> just based on that alone), perhaps shop or eat, arrive at your gate and then finally board your plane.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">But wait\u2026there\u2019s more.&nbsp; I think for our example, we\u2019ve done enough \u201clevels\u201d of the <a href=\"https:\/\/www.questionpro.com\/blog\/customer-touchpoints\/\" target=\"_blank\" rel=\"noopener\">customer journey touchpoints<\/a> (though you might consider I could probably drill down another one or two levels), but there is still more work to be done.&nbsp;<\/span><\/p>\n\n\n\n\t<div class=\"banner-section wf-section\" lang=\"\" >\n\t\t<div class=\"right-column-container\">\n\t\t\t<div class=\"bannerbg white\">\n\t\t\t\t<span class=\"h1-2\">Create memorable experiences based on real-time data, insights and advanced analysis.<\/span>\n\t\t\t\t<a href=\"#userliteForm\" data-toggle=\"modal\" class=\"button w-button\">Request Demo<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t<div class=\"userlite-modal modal fade\" id=\"userliteForm\" tabindex=\"-1\" role=\"dialog\" style=\"display: none;\">\n\t\t<div class=\"modal-dialog\" role=\"document\">\n\t\t\t<div class=\"modal-content\" role=\"document\">\n\t\t\t\t<div class=\"modal-body\">\n\t\t\t\t\t<div class=\"modal-header\">\n\t\t\t\t\t\t<button type=\"button\" class=\"close\" data-dismiss=\"modal\" aria-label=\"Close\">\n\t\t\t\t\t\t\t<i class=\"material-icons\">close<\/i>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"contact-us-form-wrapper contact-box\">\n\t\t\t\t\t\t<div class=\"userlite-form-wrapper\">\n\t\t\t\t\t\t\t<iframe src=\"https:\/\/www.questionpro.com\/userlite-form-blog-en.html?product=CX&amp;referralurl=https:\/\/www.questionpro.com\/blog\/wp-json\/wp\/v2\/posts\/350677&amp;lang=en&amp;cat=customer-experience|cx-2\" style=\"display: block;\" ><\/iframe>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"demo-form-wrapper success-message-div\" style=\"display:none\">\n\t\t\t\t\t\t\t<p class=\"success-message-para\"><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Now The Mapping Can Begin<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">For each of the touchpoints, we should conceptualize a<\/span><a href=\"https:\/\/www.questionpro.com\/cx\/why\/journey-mapping.html\"> <span style=\"font-weight: 400;\">Customer Journey Mapping Framework<\/span><\/a><span style=\"font-weight: 400;\"> that looks at the individual failure and success criteria for each touchpoint.&nbsp; That will include the following:<\/span><\/p>\n\n\n\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>Actions:<\/strong> What is your customer doing? What are the customer&#8217;s key actions to move to the next stage? What actions does a person take when they don\u2019t move on?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"><strong>Motivations:<\/strong> What drives the customer to proceed to the next stage? What is the goal? Are they trying to solve a problem? What are they feeling?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"><strong>Questions:<\/strong> What are the customer\u2019s uncertainties? Are they looking for something specific? Are they confused? Identify which stage customers have the most questions and quickly address them.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"><strong>Pain points:<\/strong> What obstacles prevent your customers from moving on to the next stage? Is it the process? Price?<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">This is usually easier when you are capturing the<\/span><a href=\"https:\/\/www.questionpro.com\/voice-of-customer.html\"> <span style=\"font-weight: 400;\">voice-of-the-customer<\/span><\/a><span style=\"font-weight: 400;\"> as part of your process \u2013 but sometimes that is also putting the cart before the horse to have a<\/span> Customer Experience<span style=\"font-weight: 400;\">&nbsp;platform<\/span><span style=\"font-weight: 400;\"> before you have your<\/span><a href=\"https:\/\/www.questionpro.com\/cx\/why\/cx-strategy.html\"> <span style=\"font-weight: 400;\">customer experience strategy<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 like building a<\/span><a href=\"https:\/\/www.questionpro.com\/cx\/closed-loop\/case-management.html\"> <span style=\"font-weight: 400;\">customer feedback loop<\/span><\/a><span style=\"font-weight: 400;\"> without a<\/span> <span style=\"font-weight: 400;\">customer experience survey<\/span><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Customer Journey example<\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Consider our vacation example; checking in your baggage for the flight has many facets that most of us take for granted.&nbsp; It also has to start long before they get to the airport.&nbsp; How many bags are they allowed to check?&nbsp; What is the weight limit?&nbsp; What will be the cost?&nbsp; What should I carry on instead? Should I use a soft-side or hard-shell bag? (You might not be thinking about that as a business, but your customer is).&nbsp; Moving on to the airport, some of the things to consider are: finding the correct place to check-in, the time it will take to check in, filling out airline luggage tags\/documentation, and the level of service provided at the point of check-in.&nbsp; This is just a tiny set of actions, motivation, questions, and potential pain points in one specific touchpoint in the entire customer experience journey.&nbsp; You\u2019ll probably need to start with a simple<\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-canvas\/\"> <span style=\"font-weight: 400;\">Customer journey template<\/span><\/a><span style=\"font-weight: 400;\"> and expand from there.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"591\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2022\/05\/Customer-Journey-Map-Template-QuestionPro-768x591-1.png\" alt=\"\" class=\"wp-image-350790\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">&nbsp;Why You Should Map the Experience<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Some of this may seem very intuitive to you, but you might be surprised with the steps that are forgotten or assumed as unimportant \u2013 and therefore, there is no process to understand if it is a pain point.&nbsp; Further, do you know what the operations team is changing that might impact the experience?&nbsp; Is the digital team making changes to the company app that may fix a portion of the process, yet it might hinder another process?&nbsp; Is everyone in the organization looking at this from both a company and <a href=\"https:\/\/www.questionpro.com\/blog\/customer-perspective\/\">customer perspective<\/a>?&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It could be something very simple in that last question but has a wide range of impact. At QuestionPro, we recently made a small change to a menu to shorten the space on the screen, group like items together and (because we could) make it prettier.&nbsp; It seemed pretty straightforward until we heard from a customer that couldn\u2019t find their menu item because it was in an unfamiliar sub-menu. We looked at it from the company perspective, but this customer pointed out that \u201cif it ain\u2019t broke, don\u2019t fix it.\u201d&nbsp;<\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>LEARN ABOUT: <\/strong><a href=\"https:\/\/www.questionpro.com\/blog\/consumer-decision-journey\/\">Consumer Decision Journey<\/a><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">This is very much a team effort, with involvement by all departments in mapping the touchpoints, identifying success criteria, and keeping it all up to date.&nbsp; If you think that this will take some significant effort, you are correct.&nbsp; Of course, it will depend on the complexity of your business, but once you have this in your hands, it becomes easier to update moving forward.&nbsp; Then you\u2019ll need to understand the journey by different customer personas, but that is a deeper conversation for another time.<\/span><\/p>\n\n\n\n<p><b>At QuestionPro, we work on what we believe in.&nbsp;<\/b><a href=\"https:\/\/info.questionpro.com\/meetings\/kenneth-peterson\" target=\"_blank\" rel=\"noopener\"><span class=\"s1\">Schedule a demo<\/span> with Ken<\/a> and discover how to boost customer loyalty and collect valuable consumer insights through our full-service Customer Experience management platform.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Get in touch with us and we&#8217;ll help you collect valuable feedback in no time.<\/strong><\/a>&nbsp;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What makes an experience? We\u2019ve all had them, and experiences can be bad or good. Is it the entire vacation [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":351052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169,170],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Deliver Value at Every Stage of the Customer Journey \u2013\u00a0 Tuesday CX Thoughts\u00a0 | QuestionPro<\/title>\n<meta name=\"description\" content=\"What makes an experience? We\u2019ve all had them, and they can be bad or good. 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