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Customer experience mapping: the key element for e-commerce success

9 April 2024



Behind every online transaction is a customer with unique expectations, desires, and needs. In this context, the customer experience plays a key role in determining the success or failure of an e-commerce business.

What is meant by Customer Experience

The customer experience is theset of perceptions and emotions a customer experiences while interacting with a company or brand, in this specific case, while browsing and purchasing on an e-commerce site. It is the overall experience that influences customer satisfaction, brand loyalty and, consequently, company success.

To optimize the customer experience and ensure maximum customer satisfaction, it is essential to thoroughly understand their purchase journey and identify critical touch points along this path.

Understanding the customer journey alone, however, is not enough. You need to go further and use this information to actively improve the customer experience.

Customer experience mapping

Customer experience mapping, or customer experience mapping, is a key strategic tool for companies wishing to provide an engaging and satisfying online experience for their customers.

What exactly is customer experience mapping and how does it work?

In essence, customer experience mapping is a process aimed at understanding and visualizing, or mapping, the path customers take during their interaction with a company or brand, particularly on an e-commerce site.

This path, also known as the customer journey, represents all the stages through which a customer passes, from initial awareness of the product or service to post-purchase and beyond.

Why is it so important to map the customer experience?

An in-depth understanding of the customer journey enables companies to identify critical touch points-those crucial moments during which customers may experience frustration, dissatisfaction or, conversely, increased trust and satisfaction. Identifying and optimizing these touchpoints is essential to improving the overall customer experience and, consequently, ensuring e-commerce success.

How the customer experience mapping process actually takes place

The first stage is data collection. It is necessary to collect a large amount of data related to customers’ behavior, preferences, and interactions with the brand. Several channels such as ‘website analytics, customer feedback, surveys, customer service interactions, and online behavior analysis can be used to collect them.

Once the data has been collected, the next step is to analyze and organize this information to identify the different touchpoints along the customer journey.

These touchpoints may include product search, site navigation, the purchase process, customer service, and after-sales.

Once the touchpoints have been identified, it is important to create a visual representation of the customer journey, known as a customer journey map, which allows companies to clearly and intuitively visualize the customer journey, highlighting critical moments, emotions experienced and opportunities for improvement.

The customer experience is constantly changing

Customer experience mapping is not a static process, but a dynamic and continuous one. Customer needs and preferences can change over time, as can the competitive and technological environment in which the company operates. For this, it is essential to constantly monitor the customer experience and update the customer journey map accordingly.

The benefits of customer experience mapping for e-commerce

Understanding customers’ needs

One of the main benefits of customer experience mapping is the ability to gain a better understanding of customers’ needs, wants and preferences. By mapping the entire customer journey, companies can identify pain points and areas of dissatisfaction that customers may encounter during their interaction with ‘e-commerce.

This enables companies to take a proactive approach to addressing customer concerns andoffering targeted solutions that improve the overall customer experience.

Identify the critical points of user experience

Customer experience mapping enables companies to identify critical touchpoints along the customer journey and focus resources and efforts on improving specific key areas.

For example, if the checkout stage is identified as a critical point at which customers abandon the cart, companies can work to simplify the payment process, reduce the number of steps required, and improve transparency about shipping and payment options.

This not only increases the likelihood of purchase completion, but also improves customers’ overall perception of the brand.

Increasing loyalty and customer retention

Another significant benefit of customer experience mapping is the potential to increase customer loyalty and retention. Providing a smooth and pleasant online shopping experience not only makes customers more likely to return for future purchases, but can also lead to positive word-of-mouth and recommendations from satisfied customers.

In an age when customer opinions and reviews have a significant impact on a brand’s image, offering an extraordinary experience can be a powerful marketing tool.

Precisely in this communicative environment, where customers are more likely to leave feedback and reviews if they have a negative experience, customer care is a touchpoint that should not be underestimated. It is often at this point of contact that it becomes possible to transform a negative experience in the buying phase into a generally positive sentiment in the customer.

Creating a competitive advantage by differentiating from the competition

Customer experience mapping can also help companies differentiate themselves from competitors and create a sustainable competitive advantage; while prices and products are easily replicated by competitors, a unique and memorable customer experience can be much harder to imitate.

Investing in customer experience mapping and customer journey optimization enables companies to create a distinctive brand and build lasting relationships with customers that go beyond the mere business transaction.

Increasing lifetime value

Good customer experience mapping can lead to increased revenue and customer lifetime value. Offering a superior online shopping experience, in fact, can lead to increased conversions, reduced cart abandonment rates, and improved average order value.

Satisfied customers are more likely to become loyal customers and continue to make purchases over time, thereby increasing the lifetime value of the customer and contributing to the long-term growth of the company.

INGO’s signature solutions to improve your e-commerce customer experience

INGO offers advanced solutions and an omnichannel approach to customer care to optimize one of the key touchpoints for improving the pre- and post-sales customer experience.

With multichannel help desk solutions and the support of voicebots and chatbots, INGO’s ecommerce solutions enable the collection of data on customers’ shopping and service experiences and preferences.

INGO’s Back Office service enables the management and optimization of off-line activities related to user inquiries, with the goal of improving their level of satisfaction and overall experience with e-commerce purchasing.

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Find out more about our CX services

INGO, thanks to multichannel and technological innovations, is able to build specific projects for each company, following the process from the initial analysis phase to the implementation of integrated, scalable and modular omnichannel strategies. For over 20 years, Made in Italy at the service of the customer experience.

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