Do you know what your Church Customers go through? Consider a Church Journey Map

Customer Journey Maps (CJM) looks at mapping out the total customer experience across all touch points between the customer and the organisation, from initial contact, through to visiting, in the case of Churches.

The average Church has over 20 touch points; where we interact with out customers both existing or prospective.

Contact points could be our website, social media pages, advertising, etc.

The experience of a prospective visitor at any of these touch point may determine weather to visit or not. We have to be careful that the customers experience matches their real experience when they eventually visit us.

The reality is their contact with us via any of our contact point would have created a perception of our church. It is crucial that experience is the same when they eventually come visiting.

"Moments of Truths"

Every time a customer contacts the organisation, there is an opportunity for a customers “moment of truth”. These “moments of truth” are opportunities for the organisation to make a good or bad impression on the customer and are key moments in the customers journey

The gaps between the desired customer experience and the one actually received – the “moments of truth” – indicate where the actions need to be focused

.

Benefits of Customer Journey Map

- We experience what our customers go through whether good or bad

- Opportunities to identify areas for improvements

- Understand the experience of different groups of people

- Used to determine what is a major appeal to our customers

Example of usefulness of Customer Journey Map

After conducting a CJM for a church client, it was realised that the elderly were in the minority in the church. The CJM revealed that the church was not attracting these category of worshipper because the church hall was on the 3rd floor of a building without lifts.

Conversely, a CJM, could help a local church determine the most effective means of reaching potentials customers or new members. Hence investment can be made in the most effective methodology.

At THC, we are happy to help you map the experience your customers go through.