Customer Journey Mapping – Liini Agency

Customer journey mapping is more important than one might think. It’s a crucial part in taking any business’ customer experience to the next level. Tune in to hear how anyone can start mapping their customer journey and learn when is a good time to outsource the process.

I got to interview Ilari on the best practices of customer journey mapping.

The biggest take-away for me was that the biggest overlooked aspect in evaluating a customer journey is the internal processes.

If that was news to you as well, you might want to get in touch with Ilari 👀

Who is Ilari Vallisaari?

Ilari Vallisaari describes himself as a new-generation entrepreneur with a passion for customer experience.

He has worked his entire career in the development of digital services and is currently responsible for customer relationships and partnerships at Liini Agency.

Vallisaari is a strong advocate for improving customer experiences and eliminating bad ones from the business world.

What Does Liini Agency Do?

Liini Agency is a service design agency focused on enhancing customer experiences across various industries. It serves broad spectrum of businesses, believing that customer experience is crucial for every company.

They aim to eliminate bad customer experiences and help companies of all sizes improve their customer journey – and bottom lines.

The agency aims to become the best Nordic experience design office by 2027. Therefore, it was a natural fit for them to become Trustmary Partner in the spring of 2024.

What Is Customer Journey Mapping?

Customer journey mapping is the process of identifying all touchpoints where a customer interacts with a brand.

It begins with awareness and continues through consideration, decision-making, and even after the purchase.

The goal is to create a seamless, positive experience that can turn a customer into a brand ambassador.

Benefits of Customer Journey Mapping

Customer journey mapping provides a deeper understanding of how customers interact with a business.

It helps identify key moments that influence customer decisions, allowing companies to enhance the overall customer experience.

Benefits Include

1. Better customer satisfaction
2. Increased loyalty, and
3. Potential for increased revenue as businesses tailor their processes to meet customer needs.

Once a company has identified it’s key customer touch points, it can start collecting data and using it to both improve processes and use in marketing.

Common Bottlenecks in Customer Journey Mapping

Typical bottlenecks in customer journeys include unclear pricing, overly complex processes, poor communication, and lack of personalized attention.

For instance, unclear pricing models can deter customers from proceeding with a purchase. In many cases, businesses fail to account for the emotional aspect of the customer experience, which can cause friction in their journey.

Surprisingly often companies that map their customer journey forget to include their internal processes.

Vallisaari underlines that it’s highly important to map out who’s in charge of what in the customer journey to notice how they could be improved. As so many companies struggle to be objective about their own processes, it’s advisable to get an outsider to help with this part.

How to Solve Common Bottlenecks

Solving bottlenecks involves a thorough review of the customer journey to identify areas where customers face obstacles.

Companies can use methods such as

1. Mystery shopping,
2. Customer feedback
3. Process evaluations

It is essential to leverage technology and actively collect and analyze data to improve the experience at every touchpoint.

Most importantly, doing this regularly helps keep updated on the current customer satisfaction levels.

Typical Solutions to Fix Issues

• Simplifying pricing structures
• Improving communication
• Making processes user-friendly
• Modifying internal processes in the background

Practical Examples of Customer Journey Mapping

One practical example provided in the discussion involves a restaurant scenario where factors like online reviews and customer greeting upon arrival can greatly influence the experience.

Another example mentioned is the application of lean management principles in B2B settings to streamline processes and eliminate bottlenecks, such as making internal procedures more flexible and empowering employees to provide better service.

These practical examples demonstrate how customer journey mapping can reveal insights and guide improvements, resulting in better customer experiences and business outcomes.

Understanding Emotional Design

Emotional design is emphasized as a crucial part of the customer journey. It involves designing the emotions that a customer experiences throughout their interactions with a brand.

The goal is to evoke positive feelings and reduce friction at key touch points.

Vallisaari explains that understanding the emotions customers feel during their journey is vital.

For example, in a B2C setting like a restaurant, the emotions experienced at the end of the meal can determine whether a customer will return. Similarly, in B2B environments, even though decisions may seem rational, emotions still play a significant role.

To incorporate emotional design, companies should focus on creating positive emotional responses during critical phases of the customer journey, like after a purchase or service interaction. By understanding the emotional state of customers at various stages, businesses can design solutions that address pain points and leave a lasting positive impact.

Watch the whole episode by starting the video below:

Ready to start your own customer journey mapping?