Creating a client journey involves identifying key points of interaction for your clients and the many ways in which that interaction can take place. At the end of the day, client journey mapping is ensuring that the experience is amazing at every stage of the relationship, starting with prospecting and ending with delivery of the final product or service.

I often use the example of students coming to college for the first time when engaging with new clients trying to create their map. We walk through the steps a student may take during their client journey; the following are just a few of the potential considerations

The website access to information during the students exploration phase

• Orientation session
• Advising meeting
• Financial aid process
• The on-ground or on-line classroom experience
• Faculty engagement
• Clubs and committees Student life
• The graduation ceremony

For this example, I would be asking the following questions:

• Are all of the steps in the journey providing a dynamic experience for the student?
• Are the steps remarkable enough to guide the student to completion of their degrees?
• Is there a pain point that is hurting acquisition or retention?

If one step is not delivering value in the journey it could change the students journey, with the worst-case scenario of the student leaving for another institution. Please watch the video provided

Client Journey Maps

All businesses have a journey for which clients must travel. Do you know where your areas of opportunities are and how are you addressing these blind spots? How are you marketing your journey? What are your overall thoughts of the client journey and how would you apply it your future careers?