Customer journey maps are all about expectations

Picture2Nobody likes surprises.  Even positive ones can ruin your customer experience.

Here’s a case in point. I was teaching at an insurance company when an employee told me a story. A customer filing a claim told him, “my agent said I don’t have rental coverage. Now I have to pay for the stupid rental car.” The employee informed him that the agent was wrong – he did have rental insurance. But instead of thrilling the customer, it frustrated him.

His relationship is with the agent who sold him his policy. That’s where his trust is. Instead of being happy that he now has rental coverage, he’s confused – who does he trust? How does he know who’s right?  And if the rental coverage is wrong, what else might be?

Map it Out

That’s where effective customer journey maps can really help you understand and prevent customer problems. Effective journey maps show customer expectations and highlight when they’re not being met. They isolate those moments of truth when customer expectations are dashed. One of my first customer journey maps was the health savings account journey (HSA). My client had a “single sign-on” for their health plan and their HSA. For some reason, customers felt this meant they only had to sign in once to get to their HSA (I know – strange, right?).  Of course, that’s not how it worked.  While they only had to enter their username once, they had to enter a second password to get to their account. Surprise!

A surprise for the company was that website login was the number one cause of customer attrition. Their customer journey maps highlighted the issue. Luckily they were able to quickly make at least small adjustments to improve the process, combined with an educational campaign.

That’s the power of effective customer journey maps. And I’m not talking about Excel or Visio boxes on a chart. Or PowerPoint slides with a few bubbles.

No, clearly understanding your customer journey and their challenges requires a well-designed map to instantly show your reader where problems are. Notice how Jane’s inability to order a product above results in a significant drop in engagement.

Do you fully understand your customer’s expectations today? Or will you be as surprised as they are?