Identifying customer wants throughout a customer journey

Back to: Create A Profitable and Cost-Effective Customer Experience Strategy

This lecture is a hands-on video and tool for identifying and evaluating most important customer wants. This lecture will show you how you can list the customer wants as well as identify them via a customer journey mapping technique.

After this lecture you are able to make a simple customer journey map and identify the ‘wants’ customers have through out that journey. You can then feed this information back to your Customer Experience Blueprint and design even more in-depth customer strategy.

Agenda:

• What does the customer want as part of the end-to-end journey?
• Identifying customer wants through customer journey technique
• Listing customer wants
• Mapping major customer journey steps
• Mapping key customer wants for each customer journey step
• Airline case example
• Next steps forward

Understanding the Customer Journey
In your Customer Experience Blueprint, a key question to explore is: What does the customer want as part of their end-to-end journey? This isn’t just about guessing—it’s about leveraging data, tools, and insights to create a clear picture of customer expectations.

Using Existing Information
Start by tapping into the resources you already have. Customer satisfaction surveys, direct feedback, and discussions with your customers are invaluable in identifying their wants, needs, and expectations. These insights are the foundation for crafting a strategy that resonates.

Introducing Customer Journey Mapping
Customer Journey Mapping is a powerful tool to dive deeper into customer insights. By mapping the steps customers take to interact with your business, you can uncover hidden pain points, moments of delight, and opportunities for improvement.

Example: The Travel Experience
Think about your own travel experiences—whether for business or leisure. What made your journey enjoyable? What caused frustration? By reflecting on these experiences, you can better understand how every touchpoint shapes overall satisfaction. Similarly, your business can use journey mapping to ensure each interaction adds value and aligns with customer expectations.

Key Takeaways

• Use surveys, feedback, and discussions to uncover customer wants and needs.
• Customer Journey Mapping helps visualize and optimize the customer experience.
• Identifying pain points and opportunities enhances the end-to-end journey.