Every business has heard it at some point – a customer journey is beneficial.

Customer journeys are recommended for every business from insurance to technology sales, but although many businesses understand the steps required to create a customer journey map, few understand why one is necessary.

 

Creating a customer journey (and ultimately, using a map to lay it out) is beneficial for numerous reasons, but is especially helpful for businesses that have websites. The customer journey helps business performance overall – which ultimately brings greater traffic to your website.

 

According to the Harvard Business Review, a TV provider company found that over the course of its interactions with one customer, that customer’s satisfaction fell over 40 percent. This is because, although many businesses consider customer service at every individual touchpoint, the overall picture – the customer “journey” – is much more important.

 

Businesses that consider every step in the customer’s interaction with the company and work to make that journey as streamlined as possible (by forming an overall vision of service and mapping out the journey) see a jump in customer satisfaction. This improves business performance overall, and once businesses see a jump in profits, their websites receive much more traffic, further spreading the world and helping promote the business.

 

The website is important for more than just promotion – it can oftentimes be a crucial part of the customer journey itself.

Websites are those “touchpoints” that together make up a customer journey – often, customers will have to visit the website to find contact info, make a purchase, or research product or service options. This means that the customer journey matters to your website because of the necessity of knowing what the overall picture looks like for your website – then, you can craft your website to the needs of your customers to meet the goals that you set in the journey.

 

Having a customer journey ultimately benefits the website because customers that use it as a part of that journey will have a greater reason to visit the website. While there, they can discover other aspects of your business, such as online deals or promotions, further information, and social media updates.

 

Keep these considerations in mind when creating a customer journey, and consider how to integrate the customer journey into your website. Whether through video, graphic, or text formats, you can utilize your website and make sure the customer journey benefits your business!

Recommended Reading: 5 Tips for Understanding a Customer Journey