Gathering Feedback through the Customer Journey

“I took the [road] less traveled by, and that has made all the difference.”

How would you feel faced with the discovery that your shiny new phone, painstakingly chosen after an hour of in-depth conversation with the shop assistant, was available online cheaper? Far from happy would be my guess; even if the experience in the shop left nothing to be desired. The disappointment could have been avoided by having a look online in advance and choosing the cheaper sales channel before making the purchase.

Customer experience with the brand is a journey that customers embark upon via different touch points; online, call centre or retail to name just three.


Purchasing decisions are often made through multiple channels, making it necessary for companies to focus more on providing information rather than converting sales. The touch points experienced as well as the order in which these interactions occur influence customer satisfaction and, consequently, brand perception. When asked about willingness to recommend (WTR), customers take into account the complete experience they’ve had with the company so far.

So how do you monitor these influences? This is where Customer Journey Mapping (CJM) can be of great use. It attempts to provide a cross-channel map of the complete customer journey, from initial contact, through purchasing and after-sales support and onto repurchase. Throughout the journey, Fizzback captures customer feedback at various touch points and analyses it automatically using a unique artificial intelligence engine, providing valuable insight into the paths that customers take. This integrated view can help a company identify key areas where the route is disjointed and act to improve customer experience.

In short, the thing to keep in mind when dealing with customer feedback is that it’s all about the journey, not isolated experiences. If any part of that journey is flawed, it will have a significant impact on the brand because, after all, a chain is no stronger than its weakest link.

Elena Belkina

For more info visit www.fizzback.com