Creating a current and future state experience
You can start generating your own Current State Experience customer journey map by exploring the following about each of the customers or consumers you have profiled:
- Decision: What problem are they trying to solve? What decision are they trying to make?
- Criteria: What decision criteria have they developed to make the final decision? What are the important factors or solutions they want to see to address their problem?
- Actions: What actions are they taking in order to find their information? What is the main action they take to find information, and what are the secondary or support actions (for example, first they talk to family members - main action; then they search the internet using websites, blogs etc. - secondary or support actions)? Identify who or what is influencing their decisions, examine how their decision criterion are impacting them at this point (for example, have they changed, or are they still the same). Gain an insight into their problem and why the purchase will solve this problem - dig deep to find their primary motivations.
When evaluating the purchase decision stages and process, throughout each stage think about how they are thinking, and what they are feeling about not only your product, service, or category, but also about their experience. Be sure to identify any ‘points of pain’ they are encountering as these provide opportunity for your business.
It is important for businesses to understand the current state their customers or consumers are experiencing. So even if you don’t engage the services of a professional experience map agency, or a research agency, it is a good to try to increase your knowledge about your customer or consumer.
From the review of the Current State, the Future State Experience can then be developed to highlight the areas the business needs to improve and how it wants the customer or consumer to interact with them in the future.
As mentioned, the level of market research required to develop these types of customer journey maps can require significant time and financial investment. However, there can also be significant rewards in understanding the expectations of customers or consumers and then performing well against those expectations to improve sales.
Read some of the interesting articles in the related links section which provide more information and visuals around Current State and Future State Experience maps.
© RMIT University 2016