Customer Journey Mapping Examples to Improve Your User Experience

Aug 07, 2018

Customer journey mapping examples highlight an important and growing segment of the digital customer experience: Using mobile to provide customers with personalized solutions in their moments of need.

Customer journey mapping examples can be as varied as the customers themselves. For each product, there’s a unique set of users with a unique set of needs and a unique path to meeting them. When you start to map the customer journey for your own users, however, you’ll quickly notice that patterns emerge.

While the points on the map may vary slightly, the routes and the roadblocks often stay the same — giving you road signs for where to improve the customer experience.

All those moments your users are running into again and again are opportunities to provide messaging that anticipates their needs — a service they’ve come to expect. The major consumer tech companies have changed the game, turning personalized solutions into the bar for good service. That level of care is especially critical during the tricky moments along the customer lifecycle — like onboarding or billing — that have the biggest impact on customer satisfaction.

This individualized attention can be delivered through a mobile engagement automation tool like Relay, walking customers through their next steps, directing them to your best digital tools and content, and seamlessly skipping any frustration.

Complexity and stress can lead to customer attrition, but a positive experience at a difficult time can cement relationships for years. This is Relay’s chief strength.
Ovum Market Radar for customer journey mapping and analytics

What is a customer journey map?

The definition of customer journey mapping is to chart all of the moments your customers interact with your product. That allows you to understand your customers’ entire lifecycle. More importantly though, it gives you a list of all the opportunities you have to influence that relationship by putting customers on the best digital paths to get things done by pointing them to the content and tools they need for their unique needs and situations. That’s what customer journey mapping really is — a crystal ball you can use to stay one step ahead of user needs.

At Relay, our dedicated client success team has seen countless customer journey examples across nearly every industry. That’s how our mobile engagement platform works — our client success team works with our clients to understand the customer experience journey map and find moments that are creating friction. Then, before the users get stuck, we work together to develop and send them personalized messages to help them avoid any potential pitfalls.

The more specific the customer journey map, the better the results. That’s why we work closely with clients who don’t have one to create a customer journey map that we can all use together.

See how you can turn your customer journey map into a messaging strategy.

How to create a customer journey map

When we start the customer journey mapping process, we first make it clear that it is a journey. Your relationship with the customer starts on day one, so that by the time they have an urgent need, you’ve already established trust. That means your messages aren’t just one-off communications, but individual bricks in a path that builds relationships with customers and makes them feel consistently appreciated. There’s a mutual benefit to a well-crafted journey. With one, the business and the customer have aligned goals and are on the same path to meet them.

An Example of Customer Journey Mapping in Action using Relay’s CX Builder

To help our partners get there, we ask them to think about when they’re willing to interrupt dinner. If you’re sending a message to a client, it should be relevant and important enough that you’d want them to put down their fork and see what you have to say. Just that simple visualization is usually enough to cut down on unnecessary communications and hone in on value. Here are a few more methods we keep in our customer journey mapping toolkit.

Customer journey mapping techniques to find your most valuable moments

Eventually, you’ll want to understand the entire journey, but to get the most value quickly, start the customer experience mapping process by focusing on the moments that are currently costing you money. If you have the analytics in place to know what’s causing customers to leave, by all means use them. If you don’t have a clear picture, however, there are a few ways you can quickly get one.

The first is to look toward your call center. It’s a treasure trove of information about customer upset. Just identify the top five reasons that you’re getting phone calls. Each of those is a moment on the customer journey that you can solve by proactively providing information.

Once you’ve solved for your phone calls (and saved money by reducing call center volume), turn your attention to the other end of the phone — mobile interactions. Customers are more reliant on their phones than they ever have been. If they get to a point on the customer experience map that they can’t complete on their phones, frustration will follow. Sometimes you can improve these moments by simply improving the mobile experience. Other times that’s not possible, and you need a tool like Relay to create an alternate path that people can follow on their phones.

Our last bit of advice for mapping the customer journey is to look beyond the beginning. Many companies understand their onboarding flow, and the first month or two of the customer experience. But they are starting to realize that there can be more value in solving for the underserved and ignored post-acquisition moments. This is where churn happens. When customers get a surprise on their bill, or have to move and don’t know how to transfer service, or any other moment that can cause frustration. Identifying and solving these moments will help you improve that retention, increase the value of that customer, and save you the customer acquisition costs.

4 customer journey mapping examples to walk you through the process

Customer journey map example No. 1: Updating personal information

We’ve all experienced the hassle of moving. Cable boxes have to be transferred and reinstalled, electricity needs to be reinstated, gas, water, the list goes on. If you can make any part of that easy on customers, not only will they stay with you instead of switching to another service, they’ll thank you for it.

We’ve helped several companies map out all the tasks that have to happen during a move and plan communications to ease them. Cable is one of the most common — and one of the most frustrating when not properly messaged. Calls to the cable company spike (as do the costs) and customers end up aggravated enough to switch providers or cut the cord altogether.

By using customer journey mapping tools to break moving down into individual, solvable moments, we helped one cable provider reduce inbound calls by 32 percent and increase Net Promoter Scores (NPS) by 37 percent. That’s how much of a difference the right communication can make.

Customer journey map example No. 2: Managing a medical condition

Identifying patients who are at-risk of a chronic condition and stopping it in its tracks is healthcare at its best — and possible with the right customer journey map.

We know, for instance, what conditions indicate a high likelihood of diabetes. And yet those patients are often ignored in favor of trying to keep the sickest patients on track with their treatment plans. With a tool like Relay, you can do both, starting the relationship on day one and building trust, so when patients first show risk signs, you can automatically trigger messages to point them toward better health. You’ve already laid the groundwork for engagement, making the patient much more likely to respond to your early intervention.

Similarly, pregnancy is a high-risk — but predictable — journey many insured people move through. Mapping out that journey gives you several opportunities to nudge those patients to a healthier pregnancy, and even help them prepare for life after delivery by encouraging things like proactive post-partum depression screenings. That sequence of messaging can be automatically triggered by something as simple as a prenatal appointment or a lab test result.

Customer journey map example No. 3: Bank account onboarding and utilization

We’ve helped a lot of banking clients improve their loan application pull-through by communicating at each step along their customer experience journey maps. HELOCs, or home equity lines of credit, however, are one of the rare loans where post-acquisition communication really does matter as much as onboarding. Many HELOCs go underutilized because customers forget they have them, or aren’t sure how to use them.

One partner came to us looking to increase completed applications, improve speed to close, and most importantly, get approved customers to use — or “draw down” — their loans. The bank doesn’t make money if the loan isn’t used, so this last leg of the journey was extremely critical.

To make sure it happened, we created journey map examples to walk users through both the onboarding and the use of the loan. Then we moved users along that journey map with targeted messages that reminded them of outstanding tasks and gave them advice on how to make the most of their loan.

Craft a Better Onboarding Experience for Customers by Directing Them to The Tools They’ll Most Likely Need

Retail banks struggling to improve their deposit account opening metrics could benefit from this approach to improve pull-through, promote funding, and increase balances.

Customer journey map example No. 4: Employee retention

Our clients have seen so much success applying Relay to their customer journey mapping that some are extending Relay to their employees. It makes sense — much like with customers, employee retention is where you earn your money back. It’s critical that employees understand and utilize their benefits, and build a relationship with their company if they’re going to stick around. In fact, employees say that benefits are a top reason for choosing to work for and stay with a company.

Understanding employees’ moments follows the same logic as customer experience journey mapping. They need a lot of communication up-front, when their journey is just starting out and they have tasks to complete. After that initial flurry, they need proactive communications that respond to events that come up — like office closures or open enrollment.

One client mentioned these needs offhand to us, and one of our client success managers asked them to walk through a sample customer journey map. While they were on the phone, the client success manager took the information and used our drag-and-drop customer experience builder to populate a workflow that could start running automatically when an employee was hired. Within 10 minutes, she was able to send it to the client and get a full sign off.

The benefits of customer journey mapping for your business

These customer journey mapping examples make plain just how valuable the process can be for your users. You’ll benefit from a better understanding of how users interact with your product, reduced servicing costs, and higher retention rates.

When we do it right, another benefit arises — a clear picture of when and how to reach the customer. Instead of the “spray and pray” approach to customer outreach, you can target your opportunities and pick the format that makes the most sense. It will save you huge amounts of money and time pushing out messages that aren’t effective. And it will simplify life for your customers, building a loyalty you can capitalize on for years to come.

Download the Ovum Report here.

Want to discuss how to map your customer journey or strategize ways to improve it? Reach out to us for a demo.

Winning at Customer Engagement Means Personalizing Every Micromoment

Chatbots May Be A CRM Win, But Great CX Eliminates The Need To Ask

Infographic: The Problem with Modern Self-Service

Interested in seeing how Relay can work for you?