mapping the customer journey
bringing order to communications
Visualizing the experience.
Originating a loan online is a complicated process of communication with the customer. We needed a reference document that would show the customer path through the website along with the cadence and channels of communication so that we could coordinate marketing efforts across departments and communication channels.
The “Happy” path:
A customer must complete two main steps – eSign and verification, but these two tasks can be done in either order. Some VIP customers can even skip the verification step. We designed the “happy path” journey that applies to most customers, but calls out the alternate paths.
one journey – multiple uses
In addition to being a reference for coordinating communication, we use the journey to identify problem areas along the path.
Showing largest areas of drop off by customer segments.
making a “complete” reference
We broke down the journey into it’s main components and included examples of the customer communications specific to that stage.
Check out more on using the customer journey map to create a better path for VIPs.