The Customer Journey

It’s all about touch points.

Subconsciously we all rate our experiences all the time. Whether it is the drive to a destination, the arrival, an activity at a destination or even the departure, there’s always a score attached to it. Not necessarily a mark out of ten, but definitely a “yes, I’ll do that again”, “next time I’ll do it differently” or “no, I’ll never do that again!”

This is exactly what goes on in customers’ minds during visits to a specific destination. Every part of a customer’s experience adds to the overall assessment of their customer journey. The customer journey consists of different touch points where the destination has the opportunity to either impress or disappoint. These touch points often interlink with one another, like for example:

During the arrival phase of a customer’s journey, the ideal would be to be greeted and guided to the parking and reception by the security guard at the gate. This would be the first touch point between the customer and the destination (not omitting the previous post-stay touch points, i.e. visiting the destination’s website to find directions). If the security guard failed to live up to what the customers expected when arriving, this touch point would have been a negative experience. This is only one touch point within the customer’s journey, hence you understand how many opportunities a customer journey consists of for the destination to impress and exceed customers’ expectations.

Customer Journey Mapping

Customer Journey Mapping

The journey continues throughout the customer’s visit, whether it is a lunch at the restaurant or a stay over. The customer journey also does not end when the guest departs. Follow up phone calls, email communications, social media posts, likes and shares and Tripadvisor reviews all form part of the post-stay phase. This is why it has become very important for destinations to be just as active and pro-active online as their customers. The customer journey is not just face-to-face experiences anymore. It now includes telecommunication, written (and e-mail) communication, verbal and non-verbal communication, social-, digital and print media (marketing) and more. Therefore, it is very important for different departments to understand the customer journey, as these departments tend to interlink with each other on a regular, minute-to-minute basis. Reservations, sales and marketing work hand-in-hand to provide customers with the best possible deals. Front office, reception and security work together in ensuring that the check-in process runs smoothly. Marketing and food and beverage work together closely when it comes to the menus, specials, etc. Understanding the customer journey assists the different departments in helping each other to exceed customers’ expectations and to eliminate gaps within the customer journey where touch points are exposed to possible disappointment.

Travelling Mystery Guest offers workshops on customer journey mapping. Mapping out your destination’s customer journey will assist staff to understand their roles in the different touch points and to roll out the process on paper to see what a customer expects at certain times and places within the customer journey. No destination’s map will ever look the same, as not one destination offers the same experiences. Different customers will also lead to different customer journey maps, as no customer has the same expectations. Hence, during Travelling Mystery Guest’s workshops, the destination’s main type of customer is used as a prototype.

If you would like to learn more about your destination’s customer journeys, contact Travelling Mystery Guest today!

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How does a ‘Customer Journey Evaluation’ work?

Similar to mystery guest visits, Travelling Mystery Guest offers destinations “Customer Journey Evaluations“. But how does it work?

Customer Journey Evaluations

Customer Journey Evaluations

Firstly, let’s have a look at what a customer journey is all about. If you think about it, it is actually self explanatory: It’s the journey of a customer at your destination, whether it is a restaurant, guesthouse or hotel.

Travelling Mystery Guest‘s customer journey evaluations include the following:

1. Mystery Guest Visit:

A mystery guest is sent your to your destination to experience the journey you offer to your customers firsthand. Travelling Mystery Guest has developed its own list from which its mystery guests explore your destination‘s offerings. This includes your website, the service levels you promise and what is experienced, the ergonomics of your establishment, communication of staff, etc.

2. Report:

A full report is written about the customer journey that was experienced, including congratulations on what you have achieved, suggestions on what can be improved and tips and ideas to assist you to focus on your advantages.

3. Qualitative Data:

Travelling Mystery Guest also includes qualitative data in the report, which allows destinations to measure their performance and growth over a period of time.

If you are interested in a customer journey evaluation for your destination or if you would like some more information, contact Renate de Villiers: enquire@travellingmystery.co.za / 082 336 1562.

10 Steps to creating your own customer journey map

Do you sit with information about your guests, but you don’t know how to use it? Do you sometimes wonder which areas of service you should focus on? We’ve got the solution for you!

Customer Journey Mapping

Customer Journey Mapping

A customer journey map is a tool which will assist you in identifying what your customers experience at your establishment, what their likes and dislikes are, and which areas of customer service you should focus on. It’s something that any company in the tourism and hospitality industry should spend time on, as that is the one thing that will help you to get to know your customers better. You will be able to identify the different touch points between the guest and your establishment and the guest’s experience at each touch point. The ideal get-to-know-your-guest tool.

Here are ten easy steps put together by Travelling Mystery Guest to assist you in creating your own basic customer journey map. This map can become quite intense if you really put some effort into it – the steps below are just some guidelines to put you on the road: (PS – we also offer workshops on this topic. Contact us for bookings.)

  1. Before you start jotting down the map, you need to have a meeting with all relevant stakeholders of the business in order to decide which questions need answering, which business decisions you’re facing and what you hope to learn from the map. Then decide on a framework to work from. With the different touch points as a framework, you will be able to identify all the different areas where guests interact with your establishment during their customer journey.
  2. Gather intelligence. This part is the difficult part, as this is where you need to gather as much data as possible in light of your objectives. If you want to know which social media pages your guests prefer to use, you will need to do online research, interview your guests, delve through previous surveys that has been done and observe followers online. It is also here where you need to identify your different target markets, i.e. business tourists, leisure tourists, kids, etc.
  3. Put the information that you’ve gathered in a visual form. Remember: You need to visualize it from your guest’s perspective – focus on what the guest is doing, thinking, feeling, interpreting and buying. These will eventually form your touch points on the map.
  4. List general patterns that are relevant to the specific guests’ journey through your establishment (i.e. they mostly book via a travel agent, they mainly eat breakfast very early in the morning, they always ask for two point plugs, they usually book single rooms, etc.)
  5. Now identify additional journeys that represent other types of guests (i.e. the journey of a business guest and the journey of a leisure guest) and repeat steps 1 – 5.
  6. Identify areas where the customer journey between different target markets starts to differ. Also identify the “road blocks” that impact different customer groups in different ways.
  7. Add moments of truth (detailed interactions) at each touch point. For example: At the touch point, Company Website, the moment of truth would be that the website needs to provide ample information, needs to lead customers to additional pages like Facebook and the blog, needs to be easy to navigate, etc. These are things a guest would expect from your website. It will shape their perception of your establishment and perhaps even convince them that they need your service.
  8. From the moments of truth, you need to identify the areas where your company is not living up to standard. Spot the areas where you see opportunities for better engagement with your guests.
  9. After looking at the current customer journeys of your different target markets, now also create a map of the ideal customer journey. Ask yourself where the opportunities lie to exceed your guests’ expectations.
  10. Socialize your map with the relevant stakeholders. Consider the differences between the current customer journey map of your establishment and the ideal customer journey map and from there develop a road map for improvement. Be sure to include all relevant departments of the business in this map discussion in order to ensure that everyone understands the mission: exceeding customer needs.

Thanks to my sources: Antje Helfrich and Marc Steiner from Openview.