O'Connor: How to Understand the Customer's Journey

Let’s say you’re the proud parent of two teenage kids. You and your partner are both grinding away, working full-time to set aside as much money as you can for your children and your retirement. Life’s good, but things are a bit tight, with setting aside as much money as possible for the future. On your way home from work, hoping for a nice family dinner and a bit of time to relax, your check engine light comes on. Your stress instincts kick in, you shout a few choice words, but you head home and stay positive, promising yourself you’ll deal with it in the morning. 

The following morning, after going through the usual routines — making lunches, getting the kids off to school and preparing for your own day — you’re back on the road. Maybe you decide to call your trusted local tire dealership to get on its schedule or maybe you wait until you get to the office and search “check engine light near me.” Either way, you’re about to engage in a customer experience that could impact your trust in a business for years to come. 

As professionals, it’s crucial we stop seeing our businesses only through our eyes. It’s time we walk, step-by-step, through every aspect of our customer’s journey — from the moment a light comes on to the final pick up of their repaired vehicle — and start using those insights to improve our systems, processes and behavior. 

Industry professionals often become desensitized to the emotions customers experience. What’s routine for us — a check engine light, an oil change, a worn-out brake pad — is often stressful, confusing and financially inconvenient for our customers.  

They’re dealing with unknowns. “What’s wrong? How much will it  cost? Will the shop be honest? Will this throw off my entire week?” 

When we fail to acknowledge this emotional component, we risk missing key touchpoints that can strengthen trust and build loyalty. When we take the time to walk through the customer experience ourselves, we see the pain points, the confusion and the opportunities for improvement. Think about every step your customer takes: 

• Problem recognition. This could be a warning light, a strange noise or a sudden tire issue;
• Initial response. Deciding when and how to take action;
• Research and contact. This may include searching for tire dealership reviews, visiting your website and/or calling for information;
• Scheduling. Is your process smooth, convenient and respectful of the customer’s time?
• Drop-off experience. Are customers greeted warmly? Do they feel their concerns are heard?
• Updates and communication. Are you providing timely updates? Do customers understand what’s being done and why?
• Pick up and payment. Is the final explanation clear? Is billing transparent?
• Follow-up. Do you check in with customers after service? Do you discuss warranties, ask for feedback and offer helpful future tips?

Now ask yourself how each one of these steps feels from the customer’s side. Walking the journey with empathy can expose blind spots and help you refine your operations: 

• Systems. Is your online scheduling easy to navigate? Do your phone systems direct callers efficiently? Are hold times kept to 30 seconds or less? Is your sales strategy, including your value package for each service, locked in? Can a customer get an estimate without jumping through hoops? How about providing pictures and videos?
• Processes. Are your drop-off and pick-up procedures streamlined? Are you proactively communicating delays or cost changes? Are your wait times reasonable? Does your team have a documented workflow that clearly outlines how you expect your customers to be treated in all situations?
• Behaviors. Are your team members trained in emotional intelligence? Do they listen first, explain clearly and treat customers with care? Do they treat returning clients with the recognition they deserve? 

By improving these areas based on real-world customer experiences, you don’t just solve problems — you create advocates. When a customer feels seen, heard and respected, they return. They tell friends. They leave glowing reviews. In today’s ultra-competitive market, customer loyalty is built not just on technical competence, but on how a customer feels throughout the experience.  

Remember, purchase decisions are emotional decisions. Customers buy when the perceived value is greater than their perceived investment. One poor interaction can send them elsewhere.