In today’s competitive cutthroat market, customer experience more than a “nice to have”—it’s a business imperative. Investing in CX is one of the most effective ways to differentiate, retain customers, and boost profitability.
A positive customer experience builds trust and loyalty, and can result in positive word-of-mouth recommendations (worth their weight in gold), while a negative experience can drive customers away—often without a second thought.
In research conducted by PwC in 2023 of consumers around the world, 86% of customers stated that they are willing to pay more for a better customer experience.
Alternatively 32% of all customers would stop doing business with a brand they loved after just one bad experience.
In research conducted by Esteban Kolsky, renowned customer strategist and founder and principal of thinkJar, 13% of dissatisfied customers will tell 15 or more people if they’re unhappy. Conversely, 72% of consumers will share a positive experience with 6 or more people.
So understanding the expectations, pain points and joys for your customers in their customer journey with you not only makes sense in dollar value, but also is an investment into the longevity of your brand.
In a previous article about customer journey mapping, we explored how this methodology is used to provide businesses and organisations with the tools to innovate with confidence.
Over our 20+ years in business, Square Holes has routinely used customer journey mapping as a key tool in aiding clients across government and private sectors to hone and evolve their interactions with consumers.
A recent project was working with creative institution Adelaide Festival Centre (AFC) on broadening their reach and appeal. In 2024, AFC welcomed over a million attendances into its iconic halls, so customer experience is a high stakes and high priority focus for them.
Julia George, Manager Digital and Social at Adelaide Festival Centre says that the research has enabled the team to optimise their audiences experience at “every touchpoint”.
“Adelaide Festival Centre recognises that understanding the customer journey is essential for several key reasons. First, it allows us to optimise the audience experience at every touchpoint, from initial discovery to post-show engagement. By analysing how people interact with our website, social media, and other platforms, we can identify and address any friction points, making it easier for them to engage with our offerings,” says George.
“Second, understanding the customer journey provides valuable data for effective marketing and communication. It helps us target the right audiences with the right messages, maximising the impact of our campaigns and driving ticket sales. Finally, it informs our overall strategic decision-making, enabling us to allocate resources effectively and ensure that our activities align with audience needs and preferences.”
Julia states that customer journey mapping has been a driving force in the organisation – helping the team to enhance accessibility, create more resonant content and build stronger relationships.
“Mapping out the customer journey has been a significant driver of initiatives across several areas of our operations. For instance, detailed website analytics have directly led to iterative improvements in our website design and functionality, enhancing user experience and accessibility,” says George.
“Insights from the customer journey inform our content strategy, allowing us to create more relevant and engaging content that resonates with our audience. Finally, a deep understanding of the customer journey enables us to personalise our communications and marketing efforts, fostering stronger relationships with our patrons and increasing customer loyalty.”
Want to learn more about customer journey mapping and how it can help your business/organisation? Head here.
