Ok, the title sounds very dramatic and as if we’re going to talk about mapping your future marital divorce journey, but that’s not what’s at stake here (thank god).
A couple of weeks ago, I saw this sign in Puerto Escondido (Mexico):
This roughly translates to: “we can provide you with an electronic invoice and you can pay with card.” In this part of Mexico, the financial infrastructure is not like you would see in more urban areas, as many places only take cash payments and provide no invoice.
Since I don’t carry a lot of cash with me – and I have my own company – it’s an absolute plus when I can 1) pay with card and 2) get an invoice. However, most places don’t advertise their payment possibilities (because they simply hardly have any). Getting to a place that provide both things is an absolute deal breaker when sipping on my cocktail and ordering some well-deserved tacos.
‘Plan for divorce’
So when it comes to journey mapping and making an experience pleasurable, sometimes ‘planning for the divorce’ is just as important as the rest of the journey. In this case this translates to the way one can pay. Ironically, the trigger for me to go to this place, is the best way I can leave it.
“Ironically, the trigger for me to go to this place, is the best way I can leave it again.”
So for your journey, decide what are the ‘moments that matter’ for its clients: what are absolute triggers for people to choose your service/product? It is merely the quality? Features? Ease of enrolling? Application in daily life? Or the way people can pay and finish the Point of Sale?
Including an overview of payment options is not new: most places you visit (offline or online) proudly show MasterCard, Visa or even crypto-currency logos, but in some (rural) places (like Puerto Escondido) it holds more value than in crowded urban areas. Having a large, shouting sign like the one in the picture is not just a necessity, it’s a value adding factor for clients to choose your place over the competitor’s, frankly.
(By the way: also read this article on the difference between experiential and transactional journeys.)