How do we design an emotionally engaging experience?
Implementing your Customer Journey Maps with Behavioral Journey Mapping.
Behavioral Journey Mapping enables experience designers to meet the subconscious emotional needs of customers. Behavioral Journey Mapping helps you build a deliberate and emotionally engaging experience that drives value for your customers and your organization.
Why our Behavioral Journey Mapping process takes Journey Mapping to the Next Level
Most journey mapping strategies only look at the rational side of the experience, which is only 50% of the full experience. The other 50% of the experience is irrational, which includes emotions and subconscious reactions. This means when you only focus on the rational part, your organization is leaving 50% of your customer experience to chance. This also means you are not capitalizing on the opportunity to build an emotionally engaging experience that drives customer loyalty and customer retention.
A Customer’s emotional journey sits above the rational experience and is often missed by organizations.
Behavioral Journey Mapping looks at the customer’s journey from the emotional perspective. We examine what the customer is feeling coming into the experience. We do this to better understand how we can help manage those emotions to create a better experience for them.
If they are feeling stressed or anxious, then the design of your experience should take this into account. Behavioral Journey Mapping also determines where the journey starts and stops. This is different than most organizations that make the mistake of looking at the customer journey solely from the points they interact with Customers. Customers do not make this distinction.