Published On: Tue, Nov 26th, 2019

How to Make Customer Journeys Memorable

Much of the world of customer service is now focussed on the customer journey – usually split into two categories: user experience (UX) online and customer experience (CX) offline. The customer journey is a holistic way to understand the experiences of any one customer as they encounter a business or brand, and it includes such factors as customer service, communications, satisfaction scores and surveys. If you’re looking to improve the journeys that your customers take with you and are hoping to ensure they return to do business with you in the future, here are some tips to make them as memorable and enjoyable as possible.

Man writing something on whiteboard

photo/ rawpixel

User Experience

Let’s begin with the online world. Web users are keen to explore websites that are relevant to their needs: whether that’s news sites, blogs, nature and photographic sites, or of course the wealth of shopping websites on the internet. It’s here that web users are experiencing the content and design that’s been tailored to their needs – and it’s where your website has to compete to impress the world’s information-hungry public. In order to curate the ideal user experience on the internet, you need to concentrate on:

  • Interactivity, with chat bots and click-to-learn buttons introduced to engage with web users
  • Content to excite and amaze, curated to your target demographics and designed to high standards
  • Web links that lead your users through your website with ease, removing any friction
  • A simple, elegant design that shows web users to the pages they’re most interested in

If you conduct your website planning with UX principles in mind, you’ll be able to get what you want out of your customer – whether that’s sales, shares or time spent on site.

Customer Experience

On the other side of the coin is the customer experience. It’s here that customer journeys really count – and there are hundreds of places per year in which an individual is taken on a journey by a brand. One of the most obvious – and literal – is the journey that individuals take when they travel. In an airport, for instance, you’re trying to curate the perfect journey for your customers in order for them to feel satisfied and happy with the services they’re provided. 

One of the best ways to understand transportation satisfaction with consumers is to use HappyOrNot methods to ask customers to quickly rate your services. When hundreds or even thousands of customers rate elements of their journey with you, you can see which areas are the least satisfactory, and can subsequently start concentrating your efforts on removing those pain points for customers. 

Customer Service

Finally, none of this matters if you’re not consistently offering high-quality customer service to your customers. You need to train your staff in excellent email and telephone manners in order to get them to work perfectly in your customer services team, and you need to be receptive to the complaints and the issues that come your way on a regular basis. By gathering data on the concerns aired in your interactions with customers, you can again ensure that you’re making strides to offer the perfect service to your customers.

These tips will help you curate fabulous customer journeys throughout your business, be it in transportation, megastores, or even in the larger financial arena.

Author: Carol Trehearn

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- Outside contributors to the Dispatch are always welcome to offer their unique voices, contradictory opinions or presentation of information not included on the site.

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