Emotion is part of almost any purchase decision. Learn to bring your customer journey to life by including emotional responses and empathy in your map.
- Do you have a pet?…I do, my scruffy dog is named Harvey,…and I think he's the best thing ever.…He makes me happy.…When I order products for Harvey, I want only the best.…My rational self is sometimes not the one in charge.…My emotional self is in control.…He needs more toys when we order his food from Chewy.com.…He deserves a variety of treats.…Chewy seems to really understand the emotional experience…of pet owners and their customer's journeys.…
They not only take the pain out of the everyday annoyances,…like lugging a 30 pound bag of dog food home from a store.…They actually acknowledge the pet in ways…that go way beyond just transactions.…They are plugged into the way our emotions…are totally wrapped up in the experience…of having a pet as a member of our family.…I've heard about stories of customers…who have received bereavement gifts…from Chewy after learning a pet passed away.…Or a surprise hand painted portrait of a dog, or cat…sent to a loyal customer.…
They've personalized the experience in ways…that connect directly to the emotions of their customers.…
- Explain the characteristics of a customer journey map.
- Identify the group of people best suited to validate the findings of a customer journey map and to get additional input.
- Summarize the importance of touchpoints when creating a customer journey map.
- List the steps in the process of building a customer journey map.
- Recognize examples of “moments of truth.”