Since We Can’t Travel, Let’s Journey Map!
𝐒𝐢𝐧𝐜𝐞 𝐰𝐞 𝐜𝐚𝐧’𝐭 𝐭𝐫𝐚𝐯𝐞𝐥, 𝐥𝐞𝐭’𝐬 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐉𝐨𝐮𝐫𝐧𝐞𝐲 𝐌𝐚𝐩!
Customer experience is one of the MOST CRUCIAL ways you can differentiate your aesthetic business from your competitors. When was the last time you evaluated your client experience strategy?
Have you ever done any Customer or Client Journey Mapping? This is where you map out all the interactions a client has with your business from the initial awareness of your brand through the appointment process to the in-office experience and make sure to include all follow up measures and touch points. You want to document the full experience that the client has with your business and then look for optimization opportunities.
For example, when considering the client’s journey in contacting your office, does your team have written scripts they use to answer the phone, handle customer conflicts, sell products and services? Equipping your team with effective and professional scripts will give them confidence and consistency in handling various client interactions. Your team should understand that how they interact with clients will have a direct impact on client loyalty, repeat business, referrals, and online reviews.
Another example to consider would be your client registration forms and health history. Have you consider moving all of your paperwork online? Not only is this a healthier practice, but it is also environmentally friendly and more efficient. Allowing clients to fill out forms ahead of time online (or with an in-office tablet) will improve your client experience, help your appointments stay on schedule, and keep your data effectively organized.
Take this #quarantine time to refresh your client journey map, or create one if you haven’t before. Focus not only on recognizing and avoiding pain points, but also analyzing customer success points. Then work to ensure your team has access, a thorough understanding, and training regarding your CJM!