2. Chart the path of the customer journey

[shaownhasan]

Identify the key milestones and touchpoints customers encounter throughout their journey and categorize them based on the stages of the customer journey (pre-purchase to post-purchase). This will loan data help identify where an omnichannel experience can be implemented, such as a live chat pop-up.

Simply put, customer touchpoints are every interaction that a customer has with a brand through a website, social media, or physical stores. Use a visual tool like Miro to organize your data, capture the entire journey (including the stages, touchpoints, emotions, motivations, and pain points), and map the current state of your existing customers.

Starbucks Customer Journey Map
Once your customer journey map is complete, analyze it for patterns and trends to identify high friction points, opportunities for personalization, and potential gaps in your marketing or sales funnel.

Whether good or bad, customer feedback plays a huge role in optimizing your omnichannel customer experience. Listening to what customers say about their experience will help you identify areas for improvement. You can collect customer feedback through the following:

Run user feedback surveys to gather contextual insights from existing customers.
Use a social listening tool like Sprout Social to capture conversations that people are having about your brand on social media.
Conducting interviews with individual users or focus groups