Yes, it's yet another article from me about customer experience and journey mapping!

This one's all about the impact it can have on your business - why you may think it worthwhile. And it's based on the Aggregation Of Marginal Gains Theory developed by Sir David Brailsford (Google it if you haven't heard of it - it's a fascinating story).

The theory is that it's much easier to improve 100 things each by 1% than to try and improve one thing by 100% - so it's all about creating a culture of continual improvement and innovation in your business. And it's not just a theory - Sir David has done it time and time again in the sporting world and I've used it numerous times for businesses I've worked with.

And it isn't just that it's easier to improve 100 things each by 1% - it's that the cumulative impact of making those small regular changes can be massive. That's why 5-4.8=6! If you improve your customer experience to the point where customers rate you 5/5 rather than 4.8/5 (which would have meant you were in the top 5% of UK businesses), your customers will be 6x more likely to buy from you again and recommend you to others. That could be huge!

Here's what happened to some of the businesses I've worked with when we mapped their customer journeys to identify areas to improve and then started to make those improvements:

30% increase in sales for an international corporation
100% increase in conversion rate from proposal to client for a micro business
80% increase in cross sales for another micro SME
300% increase in referrals for an accountancy practice

And there's more. If you'd like to have that sort of impact on your business you can always get in touch for a no obligation chat - if I can't help you I'll tell you! If you'd rather do it yourself you might be interested in buying my books about how to do it - you can find them on Amazon!

If you've managed to stay awake through all my articles on customer journeys, well done and thank you!