Road rage is a common feature on todays roads and motorways. The frustration of motorists wanting to get to their destination faced with roadblocks, distractions and misdirection.
Have you ever considered this is the experience of your customers when they are setting off on their purchasing journey to your website? Do they encounter detours and misdirection that frustrates them? Is the website loading so slow they think they are in a traffic jam?
When they arrive at your digital shop, do they have to go around a one-way system to get to the entrance? Have you set traps to try to sell product that is not of interest?
When your customers reach the shelf and pick up their product, will they have to jump through hoops to make a purchase?
Think about your digital journey, the one you make each day when seeking out product for yourself or your company. How many times do you change direction, break or leave the road in frustration because the route you initially chose is blocked with a dead end?
As we set off on the path to task completion, we prefer an open road with an easy-to-follow map to our destination. Any form of distraction, diversion, or roadworks that slows us down will have an adverse effect on our mood and emotions. Our experience will be diminished.
Identifying the blockages in your customer’s journey.
Identifying and mapping the customers journey provides the route plan that can be used to audit the blockages and diversions that exist in all digital journeys. From customer touchpoints to task completion each stage will present the hardships that your customers experience when navigating to your website.
Any hold ups for the customer can be replaced with alternate signposts to ensure they get to their task completion easily and effortlessly.
There is a lot to be said for doing your own customer experience audit. You know the business, you understand all the nuances of the internal process, the stock control systems, dispatch and invoicing. You understand what is easy for your team in expediting the customers request. It is easy for you, it’s your business.
The problem is you are not the customer. The customer is not interested in how your processes work they just want to buy the product. Is it available and can it be delivered tomorrow? Will it solve their needs?
Internal or external customer experience auditor?
To achieve the best results from the Customer Experience Journey Audit, contract an external auditor. They will be able to look at your customers journey map as a customer. They will not be constrained by privileged knowledge and will have a vast wealth of experience from their previous work to identify the barriers and roadblocks that occur in the pathways. An external auditor will also be able to recommend solutions and fixes to improve the customer journey.
How will your company benefit?
Companies that invest in a Customer Experience Audit achieve growth rates in excess of 19% year on year. Is this something that you would want for your company?
What is your next step?
We try to make life easy for you. Contact Pelatis Online and arrange a zoom meeting.
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About the Author – Nigel T Packer
Nigel T Packer has spent the last 20 years working in the field of digital business development, specifically on the customer experience digital journey.
Being at the start of the digital economy, Nigel has adapted and applied the principles of business development to the rapidly changing scene of the internet. With it, the creation of new Digital business models that work for his online clients.
An author and digital business speaker his book “How to Get a Website that Works for your Business” has helped thousands of SME business owners understand the principles of online success. In his TED talk “Walking in the shoes of your customers” he demonstrates the misconceptions business owners have about their customers.
Nigel runs a digital consultancy and training practice PelaTis Online Ltd specialising in Customer Experience. Working with retail, manufacturing and service businesses. His insights and understanding of the way the internet works, how customers engage with the medium and the direction it is going makes him the go to consultant for online business success.