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Improving Customer Experiences with Customer Journey Mapping at Brooks Bell


In today’s customer-centric landscape, understanding the customer journey and pain points is crucial for delivering exceptional experiences. Our mission is to build insight-driven organizations. By creating a cycle where insights fuel activities and teams work together, we foster alignment, efficiency, and improved customer metrics for our clients. This customer-first, insight-led approach is what top brands strive for, and we’re proud to be a part of their journey. Allow us to guide you through the process and shed light on the value it brings.

You may be wondering how to embark on this transformational cycle or how to leverage your existing activities for change. That’s where Customer Journey Mapping comes in—the project that kickstarts the process and sets organizations on the path to success. You may be wondering how to begin this cycle. Or, how to take your existing activities and use them as catalysts for change. We’re going to tell you how!

We’ll want to begin with a project that we call Customer Journey Mapping. A Customer Journey Map layers quantitative analysis of the customer path with qualitative data from moderated task-based UX research to unearth and confirm the most prevalent customer journey pain points and opportunities. From there, you can strategically prioritize and target the areas that need attention.

Let’s dig into this integrated data approach. First, we consult the quantitative data to define the customer path. understanding their actions, behaviors, entry points, and exit points on the site. This quantitative analysis provides us with an accurate picture of customer activities. Secondly, we leverage qualitative data to understand the how and why behind customer engagement. Through moderated, task-based research studies, we gain valuable insights that go beyond surface-level observations. This holistic view allows us to put ourselves in the shoes of the customer and make informed decisions based on their needs. We want to know where most customers are spending their time on the site, what they are doing, where they came from, when they leave, etc. If we’re honing in on a journey not traveled by many, efforts to improve it won’t be seen at scale. The quantitative data allows us to ensure we’re getting an accurate picture of the places and activities taking place. Then, the qualitative data comes into play to help us understand how and why they’re engaging as the quantitative data indicated. This allows us to make sense of the quantitative data and put ourselves in the shoes of the customer. Through moderated, task-based research studies, we’re able to go beyond saying there’s a drop off from Page A to Page B, and we’re able to get feedback around why that may be. The use of these two data sources together ensures you’re focusing efforts in the right place at the right time for the right people.

Once we gather and analyze this data, we provide our clients with comprehensive reports that summarize pain points, highlight opportunities, map them to key performance indicators (KPIs), associate them with customer personas, and recommend actionable next steps for improving the customer experience. We may uncover things we can share with other teams, suggest specific experiments, additional customer research, or even advocate for quick resolution of bugs our clients weren’t aware of.

Implementing a Customer Journey Mapping project in your organization is an excellent step towards building an insight feedback loop. The collaboration across teams, the compelling data stories you’ll uncover, and the positive impact you’ll make after taking action will resonate throughout your organization. Contact us to learn more about Customer Journey Mapping and get some helpful pointers!

Originally posted on LinkedIn