As a restaurant manager, you may be looking for ways to prevent your customers from being annoyed by your service, and trying your best to deliver them the best customer experience and having them in your restaurant repeatedly. However, before trying to satisfy customers, you shall get into their minds in order to give them what they want, where the customer journey map can help you to do so.
The Definition of Customer Journey Map:
You may consider this map as a tool of visual management, which is one of the lean principles. Nevertheless, before talking about the map, you shall know that a customer journey is a route your customer takes to complete the desired conversion action. This path starts with the customer knowing about your restaurant and ends with this customer leaving a review about his/her dining experience in your restaurant. And to identify this path you need a customer journey map.
A ‘Customer Journey Map’ is a visual interpretation or graphical representation of your customer’s journey right from exploring your restaurant to the very end of moving out of your restaurant.
Customer journey maps come in all sorts of formats, given that two people may follow an entirely different route to dine in your restaurant. Therefore, there is not one specific way to create one. However, each customer journey map should cover some basics. The more data you would collect, the better you would understand your customers.
The Point of Making a Customer Journey Map:
You can maximize your performance if you manage to break down a customer’s journey into smaller sections, restructure different touch-points, and finally assign a decisive goal to each of them.
Here are some of the benefits of a customer journey map:
- Understanding where and how the customers interact with your service, and charting each step of the customer experience
- Identifying where you are currently losing customers and pinpointing service gaps and other unseen flaws.
- Seeing the overall service process through a customer’s viewpoint.
- Refocusing on your inbound marketing strategies based on each buyer persona at different stages of the journey.
- Targeting a new customer base.
- Prioritizing your workflow and creating a customer-focused mentality amongst your restaurant staff.
- Understand why customers are enjoying the service or why are they leaving.
The Elements of a Customer Journey Map:
Personas are the first fundamental of any customer journey map, so you should identify your customers. If you have multiple customer types, then you will have to make several customer journey maps – one for each customer type.
You have to know the different stages a customer goes through with your restaurant and all the significant points of interactions. You can break down these stages into three areas: the first point of engagement, dining in your restaurant and leaving your restaurant.
Get a clear idea of how a customer feels at different stages. Identify whether they are confused, confident, happy, frustrated, overwhelmed, proud, unsure, etc. it is okay to have multiple emotions per stage.
Write out as many thoughts your customers might be thinking as possible. For example, a potential customer might have the following thought during the discovery stage: “I have no idea what kind of restaurant XYZ is; never heard of them.
What does your customer want at each stage? Is it one larger goal or does it different per customer’s unique desires?
A touch-point is any interaction a customer has with your restaurant. It is important to know that it does not matter if a customer showed up at your restaurant or not – seeing an Instagram ad is a touch-point. Find out all the possible touch-points a customer might have with your restaurant before, during and after visiting your restaurant. This can include any websites, apps, social media posts, ads, and all interactions in real life or online.
Write out all of the actions your customers perform throughout their interaction with your brand. This might be a Google search for your restaurant or clicking on a marketing email from you, or asking someone about your service.
John Spacey defines pain points as “perceived problems with technologies, designs, interfaces, processes, practices, industries, cities, transportation and anything else that impacts people’s work or life”. Accordingly, any process or procedure that may affect your service or dissatisfy your customer can be a pain point.
You should address the pain points to find your opportunities. For example, you could take care of your restaurant’s Instagram account since many of your customers spend time there.
Creating a Customer Journey Map:
Although there are no standards to make a customer journey map, you shall consider identifying and using the above-mentioned data.
In addition, you should share it with your entire team so that it becomes easy for your entire staff to get started.
You can follow the following steps to create your customer journey map:
1. Set clear goals for the map and describe personas:
While defining your target audience’s persona and goals, you may have considered demographics such as geographic location, age, gender, religion, marital status, income.
2. Set customer journey stages:
A customer’s journey at a restaurant includes the following stages:
- Become aware of your restaurant
- Arrive at your restaurant
- Order food
- Wait for the order
- Have food
- Leave the restaurant
- Leave feedback
3. Define customer goals for each phase.
4. List and define all the touch-points.
5. Add processes and channels to the map such as the signboards that are showing directions to your restaurant, the website of your restaurant, or your Facebook and other social media pages.
6. Identify problems and pain points and their solutions.
7. Visualize Your Path.
8.Reconstruct and evolve: Now it is time to make the necessary changes to solve your customers’ pain points.
Example of Customer Journey Map:
The customer journey map is a constant work-in-progress task that does not end. You shall consider evaluating the customer journey map monthly or quarterly so that you can point out gaps in your service and other new opportunities for improving a customer’s experience at your restaurant. Moreover, the visual format of the data emphasizes simplicity and clarity, making it easier for you and your team to hone your objectives and goals and keep improving.