By Caylin B. White


If you aren’t talking about your Customer Journey, you may be missing out on some ways to help create a roadmap to success.  The ‘Customer Journey Roadmap’, sounds so intriguing, let’s clearly define it.

A customer journey roadmap tells the story of the customer’s experience: from the very first point of contact through the process of engagement and on into being a loyal customer.

You can learn everything you need to know about Customer Journey Mapping in this article by Paul Boag.   He states, “A customer journey map has no set form. Use whatever form that most clearly communicates the story.”

Here are five ways to improve the Customer Journey:

Create a Customer Journey Roadmap to Success

Customer Journey

This isn’t just understanding what your customer wants.  This means you are listening to everything they want, need and don’t want.  The customer’s journey is defined by their roadmap.  What sites have they visited?  What likes, comments and shares have they expressed?  This journey has been created by them and we need to help them understand the path.

Build a trial roadmap internally through the eyes of the customer.  Customer Journey maps should be designed with specific customers in mind and, ideally, based on a deep, research-driven understanding of your customers’ experiences states Phil Goddard, Ph.D.  Which paths would you take and why?  If there are ways you can map out from start the finish thinking like the customer, you are halfway there.

Break it all Down in a Simple Way

We tend to overcomplicate things at times, let’s be honest.  If we keep it simple, the customer journey roadmap will be easy to follow.

Some ways to simplify things are: phone call equals request for interaction, chat equals being available instantly, email equals handling it online.

If we add in any more complicated feedback, popups, surveys too early, it will most definitely scare them off.  The roadmap needs to be in their hands, not ours. Let them guide you through the simple ways you have provided for them.

Determine Customer Interaction Touch Points

This is pretty high on the priority list of building a customer’s journey.  Determining your customer’s touch points means finding out where they found you and how you can leverage it.

Categorizing your customer’s touch points is the easiest way to determine how to leverage them.  Here are four categories:

  1. Location – consider the setting and location of where the customer first learned about you
  2. Interaction – this could be in-person, on the phone or online
  3. Communication – messaging and interaction including advertisements, branding information and chats could be a great two-way engagement
  4. Services/Products – your service or product needs to be clearly defined and central across all platforms, making it as easy as possible for the customer to get to you

Build a Customer Feedback Portal

There are thousands of choices to choose from when it comes to building a customer feedback portal.  Knowing which avenue is the best for your customer means you know your customer well.

Simple communication here is best.  Ask your customer in a survey, email or phone call.  If they choose not to participate, you can ask them in a more personalized way.

Building customer feedback into the conversation is a great way to get into the customer’s mindset.  While helping them, simply ask them a question that may help you better understand how to avoid the problem in the future.

ProductHunt showcases 21 Alternatives to Building a Customer Portal as well.

Reward Your Customers Loyalty

Customer Journey

There is nothing more important than customer loyalty.  Building that is a combination of all departments, we have already established that.  The Customer journey doesn’t end once they have purchased or agreed upon the sale.  It is just beginning.

Rewarding your customer’s loyalty can come in many forms.  Perhaps a simple thank you for being a customer makes them feel special.  A phone call, email or message of thanks goes a long way in the customer service world.

Rewards come in all shapes and sizes, however, taking the time to create them is key.  There are many companies with customer success programs that are dedicated to keeping their customers.  Learning and replicating their behavior is a great way to showcase a rewarding experience.


Never stop the customer journey! VIPdesk Connect cares about the customer from start to finish.  Our case studies and clients will attest – we create an elite experience from the very first touch point.




Image Credit:

Easton Oliver

Zachary Nelson