“Customer Travel is the means to understand and analyze the consumer experience, that is, the internal and subjective reaction to any direct or indirect contact of a consumer with a company” (Meyer and Schwager, Harvard Business Review).
Customer Travel is a method of strategic planning and analysis that aims to maximize the customer/user experience (CX/UX) regarding satisfaction and positive feedback. These elements are associated with the users contact with a brand, its environment, the purchase and use of a product or service.
It covers the entire directory of perceptions and sensations associated with the use of a product and contact with a brand.
The travel map is the term used to indicate the map of all points of contact between the customer and the brand. Each point of interaction is called a touchpoint and part of this definition consists of moments of direct or physical interaction. This comprises of offline environments and moments of indirect interaction and also in online environments, where it happens in social networks and blogs.
The Customer Trip is built by analyzing all the actions that customers and users can take with the brand. These travel replicas allow the creation of personalities: the representations of customers/users, the sensations they feel, the sequences of time, the points of contact and the channels where the interactions occur.
In the experience economy, the differentiating element of a company is represented by the experiential value that it can guarantee to its users/clients. This value can no longer be based on the product or service, but must be built and managed according to the needs, expectations and desires of people.
To embody all the information obtained from the relationship with the consumer, it is of fundamental importance to have a real image of the feeling that the customer has in relation to the company. There have been many times where aspects of this had risen and were never considered, however they were relevant to users.
These analyses around the universe of actions, thoughts and feelings allow the product to be contextualized within the consumer world.
Clariter focuses its Co-design research on these principles, providing a clear project for a valid Customer Journey, highlighting the points of contact and designing a coherent framework between them. By measuring and evaluating the quality of business processes, we monitor and outline the entire Customer Journey of customers with regard to services, products and applications, with the aim of detecting user satisfaction and how to improve it (through direct interaction with users).
Clariter collects and provides feedback on the quality of products and services through surveys and Customer Experience activities which involve real users. In this way, experiences that consumers would experience in a true Customer Trip are reproduced in an “experiential laboratory”.
The methodology adopted by the company makes it possible to trace the general end-to-end path, identify and conceptualize the main phases of the relationship and the customer experience and their interactions over time with the service/product. The end-to-end path represents the practice actions, thoughts and feelings involved at different points along the way. The mapping of the process identifies the margins for improvement of the process, with the final objective being if the actions taken correspond exactly to the wishes of customers. The mapping of the current and projected state is necessary to create specific improvement strategies and strengthen customer loyalty.