Landvoice Customer Journey Map

UX Design + Research

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Context

During my internship at Landvoice, I developed a comprehensive customer journey map to visualize and analyze the interactions between customers and the company throughout their engagement period. This map not only highlighted key touchpoints and customer experiences, but also identified areas for design improvement, enhancing overall customer satisfaction and company efficiency.

Process

To begin designing the customer journey map for Landvoice, I needed to adopt the perspective of the customer. I identified five key stages in the customer journey: awareness, consideration, evaluation, onboarding, and advocacy.

  1. Awareness: This is where most prospective customers start. At this stage, users recognize a problem or need and seek solutions. Many customers look for educational content to find services that could address their issues.

  2. Consideration: In this phase, customers compare different organizations or weigh a single organization against its competitors. Organizations often use webinars and blog content to guide these prospects toward their service or product.

  3. Evaluation: At this stage, customers decide whether to purchase a company's service or product.

  4. Onboarding and Retention: These stages occur post-sale. Sales representatives onboard new customers and continue to engage with them, which helps increase the likelihood of a longer customer lifecycle with the company.

  5. Advocacy: In this final stage, satisfied customers promote or advocate for the organization, attracting new customers to the brand.

By mapping out these stages, I was able to identify critical touchpoints and opportunities for improvement in the customer experience, ultimately enhancing customer satisfaction and retention for Landvoice.

Finalized Customer Journey Map

Lessons Learned

Not one size fits all. It's crucial to consider the diverse types of customers the organization attracts. To achieve this, I designed multiple journey maps for Landvoice, which helped uncover key differences across various customer groups. Recognizing that information overload can overwhelm customers, I understood the importance of offering solutions that cater to their specific needs. By identifying these differences, the organization can implement a more targeted strategy to enhance awareness and consideration.

Abandon the notion of an end. A journey is often perceived as a linear path, but in reality, it's a continuous loop. In UX journey mapping, the final stages should receive as much attention and effort as the initial ones. This approach helps organizations retain customers and prevent them from switching to or exiting the product or service altogether.