Mapping The Customer Experience

Lynn’s experience at The Apple Store over the weekend is no anomaly.

She didn’t just get the “good” employee to help her.

Apple has systems, policies and procedures to duplicate, scale and train on consistent customer delight.

Not only can you, too, do this… you must.

Start with mapping the customer experience.

From the beginning to an end of the customer’s journey, how many waypoints can your company come into contact with her in some fashion?

For Lynn, it started with seeing the Apple Store in the mall – what it looked like – what the store decor communicated to her.

For you, it might be your parking lot (its cleanliness, the width of your parking spaces, funny or thoughtful signs you might have in front of the parking spaces).

How does the waypoint make the customer feel? Does it reinforce your brand? Does it reflect kindness and professionalism?

Then, move on. What’s the next waypoint?

For Lynn at The Apple Store, it was walking through the door to dozens of blue-shirted, bright-eyed, Apple employees. Within seconds of her entry, one is sure to greet her and – noticing Lynn carrying her laptop – intuitively inquire about service.

For you, it might be that blink-of-an-eye moment inside your front door when a customer’s quick assessment of your store (or school or medical facility) raises or lowers her opinion of you.

How does the next waypoint make the customer feel? Does it, too, reinforce your brand? Does it, too, reflect kindness and professionalism?

Map them all. Include follow-up and follow-through. Do this exercise with your whole company.

You’ll inevitably miss some. That’s why you should do this exercise with your everyone. Well, that’s one of the reasons you should do it with your whole team. You want everyone on board with this.

Take nothing for granted. Apple doesn’t.

It’s part of their genius. Soon, too, it will be part of yours.