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How to Map Your Customer Journey & Overlay their Emotions

With the travel and leisure industries in turmoil at the moment, now is a good time for them to review how they treat their customers. And mapping their customers’ journey is an important step in understanding and satisfying them better.

Through the example of an experience I had with the Hilton Group, I share some important lessons about getting customer service right! These will be invaluable as countries start to open up in the coming weeks and months.

 

Background

Each year around Christmas time, my family get together for a weekend of fun somewhere in Britain. This year we met up in Bristol. As a Hilton Honors member for more than twenty years I offered to book rooms for all of us in the local Doubletree. I expected to get a better rate with my membership, and especially cheaper than those offered by the booking sites. After all, why pay a booking site when I know the hotel I want to stay in, right? Well, I booked five rooms for the weekend, as well as a table for ten in their restaurant for dinner on the Saturday evening.

I booked directly by calling the hotel, as I always prefer to do. I expect to be recognised for my loyalty – and if possible rewarded too! On this occasion I was proven seriously wrong!

A couple of weeks after booking and pre-paying for all the rooms, I received Hilton’s weekly email offering me a significant discount for the exact same hotel and dates. Clearly their online pixels had identified me as being interested in this hotel, but they hadn’t connected this interest with my having booked directly. Already there, you can see that they have an incomplete customer journey mapping process.

As Hilton offer a “guaranteed lowest rate” I reached out to their call centre and was told that yes I was entitled not only to the lower rate, but to an additional 25% discount for having made the claim. I was told how to complete the claim form and I hung up ecstatic that I could save my family even more money – which we would no doubt anyway spend in the bar before and after our dinner!

Imagine my surprise when the next day I was told that my claim had been refused! I was informed that the guaranteed lowest rate only applied to third-party sites and not to Hilton’s own website!

Guaranteed lowest rates should mean just that! Otherwise you're just cheating the customer. #CEX #CRM #Customer Click To Tweet

I immediately responded and was again told that their guarantee didn’t apply to their own rates. In addition, as I had pre-paid I could not get the lower rate even if it was now being offered!

Not being one to take “no” for a final answer, I contacted their corporate customer service group again, as I felt my loyalty was not being recognized. I was once more given the same response, but this time was informed that my request would be forwarded directly to the hotel concerned – no doubt to get me off their (corporate) backs!

The hotel immediately responded saying that although it is corporate policy not to include direct bookings in their lowest rate guarantee, they would in this case give me the special offer. I was very pleased that they at least recognised the benefit of customer satisfaction and restored my faith in the Hilton group – somewhat.

That should have been the end of this story, but it’s not. Hilton have surpassed themselves this time in terms of customer service, or should I say a lack of it?

My brother called me the following week and informed me that the hotel’s website was showing that their restaurant was closed on the day I had booked it. I immediately rang them and spoke to the same person, who remembered me and assured me our table for ten people was booked. She said she would double check again just to be sure, so in the afternoon I called back not wanting any last minute problems with my family.

Surprise, surprise, I was told the restaurant was booked for a private party. What about my reservation made more than a month ago? Shouldn’t someone have contacted me? I demanded to speak to the manger, who apart from profuse apologies, said she would raise the issue in their operations meeting later that day.

She called me back that evening, to say that there was nothing she could do. It was their mistake and they would be happy to book me elsewhere in the city. I explained that my family had booked six rooms for two nights at their hotel so we could eat at their famous restaurant (my married sister had booked separately). No solution offered; an admission of fault but no compensation offered and no alternative other than to book at another restaurant! Their suggestion was their sister hotel down the road, a bland, modern affair, with no atmosphere.

This farcical situation continued during the whole weekend, but I won’t bore you with the details, as I would rather use this incident to demonstrate how Hilton (and you) can be better prepared.

 

Three Lessons Learned which Every Business Can Apply

So what lessons are to be learnt from this example, even if we work in a completely different industry? I came up with the following points, but would love to hear what other issue of customer journey mapping you would add; just leave me a comment below please.

Customer journey mapping has become much more complex today, as the touchpoints our customers are using, before, during and after purchase, have expanded exponentially. However the process of identifying and understanding the complete journey remains essential to delighting each and every customer.

One further element which I suggest my clients add to their journey maps is the emotional state of their customers at each interaction with a touchpoint. This simple addition is a powerful addition in clearly showing where a brand needs to improve its customers’ interactions, It highlights those touchpoints where their customers’ emotional experience is sub-optimal and needs improving.

Do you need help developing or updating your own customer journey map?

C3Centricity offers several 1-Day Catalyst training sessions on the topic. We can also work with your team to review and revitalise your own customer journey map.

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Top 10 Posts on Brand Building Strategies of 2018

A New Year tradition we started here at C3Centricity back in 2011, is to share our most popular brand building strategies and posts of the year. This gives everyone a chance to catch up on our best posts that they may have missed.

This year has been a particularly successful year for C3Centricity, with many of our newest post getting the top scores globally. This is quite tough for a blog that has been running for almost eight years and highlights the quality of the content we share with you! So have a look at our list and see if your own favourites are there. If not, then please let us know in the comments. Thanks.  

market research departments should deliver insights1. Is it Time to Do Away with Market Research Departments? 

This post shares the highlights of recent research into how market research departments can become true business partners, rather than being viewed as a mere cost center. It also shares ten steps to reinventing and upgrading your market research department. If you believe that you could be getting better support on your customer understanding and insight development, then these ten ideas will take you a long way to doing this in 2019.

 

 

CMO & Head of marketing keep your job2. Head of Marketing, How Can You Keep Your Job When Most CMOs Are Losing Theirs? 

Many CMOs are frustrated by their lack of recognition by their fellow c-suite colleagues. If this is your case, or you are new to the position and want to make an impact quickly, then this is a must-read post. It shares the most collon opportunities and challenges you may face and suggests five areas to (re)visit which will provide a new and fresh perspective on their business.

 

 

Top 2018 Infographics3. Top 10 Marketing Infographics to Smash 2018 (Inspiration for the Visual World)

These are the most shared marketing infographics of 2017. As usual, for each one we have added an action for you to take based upon the topic covered.

What was new for last year is that many marketing infographics that were shared were actually about content marketing. It’s as if “true/traditional” marketing doesn’t exist any more! That in itself says a lot about the focus of marketers these days! Are they right to do so? I don’t think so, but let me know your opinion.

 

 

Customer first strategy4. What a Customer First Strategy Is (And what it’s not!)

In its simplest form a customer first strategy is about thinking customer first in everything you do. Yes I know it sounds easy but it really isn’t. It doesn’t come naturally, at least to start with. And it involves a culture change to move the organisation in this direction. But I can assure you it’s worth it; its value is now well proven.

This post lays out the importance of being data driven, innovative, collaborative and agile to succeed a customer first strategy. It also shares the seven reasons most companies fail.

 

Customer journey map5. Do You Know Your Customer Journey Map & the Emotions Overlay?

This post shares the three lessons learnt from a personal (bad) experience with a hotel chain and its “guaranteed lowest price” promise. These are: 1. The customer journey needs to integrate all possible contact points. If it doesn’t you could alienate your customers before they make a purchase. 2. If you mess up admit it and correct the situation. People understand that mistakes get made. While they may forgive you if you quickly put it right, they will never trust you again if you pretend nothing is wrong. 3. Follow up to make sure the customer is happy. In the heat of the moment a customer may feel satisfied that something was done. However in the cold light of the next day, week or month they might feel that what you did was not enough.

 

Data helps you resonate with customers6. You’ve Got Data? Well Don’t Start There!

In working with clients around the world and in numerous industries, I have found that many are lost by the wealth of information that is available to them. In fact it seems to drown out their reasoning of what to do and they remain frozen in indecision.

If this is your situation, just follow the detailed steps of this post and you will soon be doubling, quadrupling, if not 10x the ROI of your data!

 

brand image and equity7. Brand Image, Equity, Personality & Archetypes: What Every Marketer Needs to Know

Your brand is not what you think it is! It is what your customers think it is; its brand image, personality and its value to them.

If you’re having issues with your own brand in either of these areas, then you’ll find this article both interesting and valuable. It covers why we buy brands, the different elements of a brand, the three types of attributes you should be measuring for your brand. It then goes on to review brand personality and the main archetypes with some great examples.

 

insight development8. Five Ideas to Improve your Insight Development

This article has been amongst the top twenty posts every year ever since it was first published back in 2013, a staggering five years ago! If you haven’t read it yet, then you really have been missing out on some surprising facts about insight development. Perhaps one of them is the reason that you are still struggling to develop valid and actionable insights? Check it out and see what you have missed all these years.

 

Provide better service and customers will love you9. The Revolutionary Marketing Challenge is Not Customer Satisfaction

We all know how extremely demanding consumers have become. Constant innovation and novelty has made us all more impatient and critical. We want things better, faster and sometimes cheaper as well. And customer satisfaction is becoming insufficient to drive growth alone. Marketing must deliver more!

This article shares three examples that provide a clear roadmap for anyone wanting to move their customer service and engagement to the next level, by offering more than mere customer satisfaction.

 

Golden nugget of segmentation10. Essentials of Segmentation and some Simple Alternatives

All brands and services need to choose a group of customers that they are going to satisfy, since it is impossible to satisfy everyone most of the time. This means that you need to make a choice and agree to ignore some of the category users you could appeal to, in order to totally satisfy your target customer.

Although this may sound counter-intuitive, segmentation is the only way to ensure you have the best possible chance to satisfy the needs of your targeted customers.

 

When I look back at these top ten posts I am proud that most of them are from 2018. After almost eight years, it seems that what I am writing today is more in line with marketers’ needs than previous posts which have been around for much longer.

There are a few exceptions to this, my evergreen content on topics that will always appeal to marketers young and old. This year, as in the past, they are on the topics of Brand image, equity and personality, Insight development and Principles of segmentation. I think this makes a lot of sense as they are fundamental skills that every marketer needs, even in this digital age. 

Now my question to you dear reader, is what topics you want me to cover in 2019? If you have reached the end of this post then you must be a keen supporter, so I will offer a free e-book to everyone who completes our short survey in January 2019. Just click on the button and you will be taken directly to the survey. Once completed you will receive an email with a link to download the ebook “Secrets to Brand Building” for free – it’s normally US$ 4.95!

Thanks for your help

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