The customer experience provided by your B2B organization can have a huge impact on your reputation, marketing ROI, revenue and more. For modern-day marketing success, your wider customer experience strategy needs to be robust — and that includes optimizing your customer journey. Salesforce discovered that 34% of businesses are implementing customer journey mapping into their service. This makes sense when we learn the benefits — in fact, according to Mckinsey, organizations that use customer journey maps reduce their cost of service by 15-20%. So, let’s explore how to become a customer journey expert, providing the best experience for your potential buyers and increasing the likelihood of conversion. 

Using customer journey analytics

Your customer journey is, essentially, the way a potential customer gets to know your business, how they interact with your brand, and the series of events that take place on the lead up to them making a purchase. Journey analytics are a useful way for marketers to see multiple variations of the customer journey, identify which of those journeys are the most successful, see where they should prioritize and establish what will help them meet their business goals. Analytics go a step further than customer journey mapping, helping businesses identify how many clients took a particular path, what types of customers go on a particular journeys and even the channels that will most likely lead to a purchase. 

CX measurement

Mapping out your customer journey is a key step in helping you measure your overall customer experience — a necessity for achieving the best results. It enables marketers to understand what their customers like and what they don’t, as well as ensuring their CX strategy is helping them meet their KPIs. There are multiple ways to monitor how successful your customer experience is — let’s explore a few.

Sales: has there been an increase/decrease in sales since implementing a CX strategy?

Net Promoter Score (NPS): how many customers would recommend your business to family/friends? (%)

Customer Satisfaction (CSAT): the average customer satisfaction score based on a real-time experience

Customer Engagement: time spent on the website, number of clicks etc.

Customer Effort Score (CES) surveys: the level of effort a customer has to put in to get the outcome they want

Customer Churn Rates:

No. of customers at the beginning of time period – no. of customers at the end of time period

÷ customers at the start of the time period

It’s up to you and your team to decide which success metrics you’re going to measure. But, whatever you decide to use, they need to accurately reflect your objectives. And, it’s crucial to utilize the data provided to you to make necessary changes to enhance your experience.

CX reporting

If it’s your responsibility to improve customer experience, then measuring, monitoring and reporting all need to become a pivotal part of what you do. Now you have identified the success metrics you’ll be using, it’s time to report the findings from your analytics to optimize and enhance your journey. There are a few things you’ll need to include.  

  • Highlight successes

Make a note of what’s working and why, ensuring you include proof in the form of your chosen metrics. For example, if sales have increased — by how much?

  • Identify areas of improvement

If one channel is driving large quantities of traffic to your site, but it’s not converting, this is a key indication that something needs to be changed. Ensure you include these findings.

  • Introduce a plan of action

When exploring what needs to be improved, it’s crucial to include how you plan to change it going forward. Show solutions, not problems.

  • Establish where productivity can be improved

If teams are misaligned, certain tasks are particularly time-consuming, or a process can be enhanced, be sure to say it here. For your customer journey to be the best it can be, your business needs to be a well-oiled machine — and that starts with your strategy!

Your customer journey recommendations

When it comes to customer journey optimization, the best way to start is by putting yourself in your customers’ shoes. Try thinking about your own experience as a consumer and identify what makes for a positive and simple journey — and equally, what doesn’t. Map out a series of potential customer journeys, aim to streamline your touchpoints across all channels and weave great customer experience throughout. Utilize data to make informed decisions, identify what’s working well, and be prepared to make changes to what isn’t. Remember, no two customer journeys will be the same, so prioritizing personalized experience throughout your customer journey marketing is a must for maximized results.

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