“CUSTOMER JOURNEY” – Building a Distinctive Customer Journey

Reading time: 3 minutes

The Customer Journey encompasses every interaction a customer has with a business. When a customer completes a transaction with a company, that is not necessarily the entirety of their service experience. The customer journey is shaped by all the moments that occur before, during, and after a purchase.

What Does an Ideal Customer Experience Look Like?

Future transactions, reviews, and customer loyalty all depend on the cumulative experiences customers have with a business. How customers perceive a company is tied to how they feel at every single touchpoint.

Notably, today’s customers are willing to pay more for a better customer experience. As a result, delivering a great customer experience is no longer solely the responsibility of the customer care department. Marketing, Sales, Contact Center, HR, and even IT all play a role in shaping and managing the overall customer experience. Beyond managing customer expectations at each touchpoint, managers must also know how to integrate business strategy, digital channels, and social media — all at the same time.

That is why mapping the customer journey is absolutely essential, so that the customer experience can be built, monitored, and controlled at every point of contact.

The Customer Journey

Where Does the Customer Journey Map Begin?

Each customer interacts with a business at a different touchpoint. The following map is a typical example of what a customer goes through — starting from when they first become aware of a need for a product or service, through the purchase, and into post-sale support and after-sales services.

Within the customer journey, phone calls account for 4 to 5 touchpoints, making them critically important. In some cases, customers are transferred through the IVR system or passed between multiple agents before finally reaching the right person who can resolve their issue. At this point, agents are no longer in a proactive position to create a positive emotional flow during the interaction — instead, they are easily pulled into the customer’s emotional state, which may involve complaints or grievances. This is precisely why mapping the customer journey is essential, so that the customer experience can be built, monitored, and controlled at every point of contact.

Customer journey mapping helps ensure that the customer remains the central focus of the Contact Center — from individual interactions to the management of processes and procedures. A detailed blueprint provides valuable insights to simplify call flows, optimize workflows, and empower staff through thorough and professional training.

VIHAT TECHNOLOGY Co., Ltd

Headquarters: ViHAT Building – 06 Street No. 16 (Him Lam Residential Area) – Hiep Binh Chanh Ward – Thu Duc District – Ho Chi Minh City

Hanoi Branch: Floor 15, LADECO Building, 266 Doi Can, Ba Dinh, Hanoi

Cambodia Branch: Thida Rath #154 St. 33MC, Sangkat Steung Meanchey, Khan Mean Chey, Phnom Penh