Question
A complicated website can negatively impact the customer's journey. It can lead to frustration and confusion, causing a negative low in their experience. This can be particularly detrimental during the consideration stage, where the customer is evaluating whether or not to proceed with a purchase or service. A complicated website can deter customers, leading to a loss in potential sales or engagement.
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Likewise, a journey map with peaks and valleys is based on the highs and lows of customer emotions. Divide up experiences by "negative" and "positive" to specify product issues that correspond with a customer's negative emotions. For example, a tedious consideration stage with a complicated website can reach a negative low. Separately, a discovery call that enlightens and simplifies the process can bring out a positive high. Customer journey maps can be used to create infinite feedback loops between buy and referral stages. (Slide 11-13)
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