The Customer Journey: A Not-So-Basic CX Basic


The Customer Journey: A Not-So-Basic CX Basic

The Customer Journey: A Not-So-Basic CX Basic

Practically every customer experience (CX) provider claims to “manage the entire customer journey,” – yet most companies don’t fully evaluate what that means.

CX providers focus much on aftercare customer support – and that’s important, no doubt, but more often than not, it’s the end or near the end of the customer journey. 

A recent study showed that 81% of today’s consumers start with a digital channel; when they want or need something – they use search engines, go to websites, check social media, and/or watch videos. Their impression of your brand can start as early as that first Google search. 

That means your CX needs to be on point that early. Is it?

When consumers search for products or services you provide, does your name show up near the top of the page? Do search engine results quickly convey what your company does, and what makes you stand out from the competition? Do you have an active social media presence? 

Assuming they were able to find your company, and click on a link to your website or social media page, what happens then? Is it easy for consumers to locate the specific thing they want? Once they find it, is there support to help them get it?

If you offer a range of similar products or services, do you provide guidance, so they can identify which one best suit their needs? If you’ve improved, rebranded, or marked down what they’re looking for, will they know what’s happened, why, and why it’s great for them?

Do you provide enough purchase venues and/or payment options to serve as many potential customers as possible? If you’re interacting online, will your customers be digitally protected? Will they be able to feel safe without having to go through too much hassle?

Suppose they’re buying something slightly complicated – is there easy access to the relevant instructions, troubleshooting, and/or warranty information? If they need more in-depth help, is it simple for them to get it, and can they choose how they want it?

These are just some of the questions you should ask to evaluate how well your company is handling the customer journey – providing CX that’s satisfying, simple, and, ideally, repeatable.