Creating an Effective Customer Journey Map
As the competition grows for your business, it can become increasingly difficult for your company to attract and retain customers’ attention.
The decision on whether to purchase your products either for the first time or as a regular customer is determined by a range of different factors including your branding, marketing, quality, value, customer support, interaction with the staff and a whole plethora of other reasons.
Therefore, it’s important to pay attention to every step of your customer’s journey with your business to make sure that you won’t lose customers because of a poor experience.
But it’s not just about customer retention.
Customers are likely to spend 17% more with companies that provide a good customer experience!
Of course, it’s not just about fixing your retail experience or making sure the website works.
Modern consumers interact with brands through different channels, including social media, live chats, email, etc so to achieve the best results, you should make sure that each interaction, regardless of the channel, is as effective as possible.
In this article, we’re going to consider the customer journey in more detail and share some tips on how you can improve it by creating a customer journey map.
What Is Customer Journey Mapping?
Your customer journey consists of different aspects.
Given the complexity of a customer journey across numerous touchpoints, things can get confusing fast so a great solution is to make a visual representation of the customer’s journey, hence the term customer journey map.
So why do businesses create them?
76% of consumers expect brands to understand their needs so by creating a customer journey map, you get to visualise interactions with your business from the customers’ perspective.
A good map should illustrate the entire customer experience, from the moment a prospect first learns about your brand to the moment they complete a purchase.
Quite often, a customer journey map doesn’t end at the purchase but goes further and also includes customer feedback and various post-purchase interactions aimed at building customer loyalty.
To plan a proper customer journey, you should understand how each of its stages affects your customers’ decisions.
How To Create a Customer Journey Map
1. Understand your buyer persona
First of all, you should understand who your customers are, what they like, and how they behave.
Analyze your target audience and your demographics data, including your potential customers’ gender, age, location, and income level.
You should also keep in mind that it’s not enough to have one buyer persona.
Different categories of customers may behave differently and prefer different channels for interaction.
2. Know your customers’ goals
Once you’ve developed buyers’ personas, you should identify their main needs and goals.
What do they want to achieve by purchasing your products or services?
No matter what your niche is, you should understand that you’re selling not a product but a solution to your customers’ specific problems.
We recommend that you consider your customers’ goals at every step of the customer journey, while also keeping in mind that these goals may change.
Make sure that your customers have all the necessary information about your product or service.
Analyze your competition and think of how you can offer a better customer experience.
3. Outline customer touchpoints
You should map out all contacts between your brand and customers before, during, and after the purchase.
Make sure to consider both online and offline touchpoints, a well as interactions that result from marketing campaigns.
Keep in mind that some touchpoints can be more important than others.
Given that your customers may interact with your brand in different ways, mapping out all of the touchpoints may seem difficult.
To deal with this task, put yourself in your customers’ shoes.
Got a website?
Check out your behaviour flow report in Google Analytics to see how your customers behave on your website.
You may also check out the goal flow report to see how your customers move through the sales funnel, identify traffic loops, and determine at which points you lose customers.
You should also keep in mind that your customer journey map should be easy to understand because different teams and departments may need to use it.
Therefore, you may consider hiring a customer experience professional to create a comprehensive plan intended for different types of readers.
You can also find experienced writers on top writing websites to provide editing and proofreading to make sure that your plan won’t contain any grammar or spelling mistakes.
4. Determine and fix roadblocks
Analyze your customer journey and determine any weak spots.
For example, if many customers say that the signup process is too complex, you may want to reconsider your approach and make it simpler so that you won’t lose customers on the way to a purchase.
5. Improve your customer journey map
Don’t think of your customer journey map as a rigid structure.
Your customers’ needs and preferences change all the time, and you should be able to react to these changes quicker than your competitors.
Besides, you may need to make changes to your customer journey when introducing new products or services.
Your customer journey map should constantly evolve. Therefore, we recommend that you test and update your customer journey at least twice a year.
Customer journey mapping is a crucial part of planning any business’ customer experience.
Your customers are looking for a good experience so you should put some effort into every touchpoint, making sure that every interaction with your business pushes them closer to a purchase.
To write an effective customer journey map, put yourself in your customers’ shoes, think of their needs and interests, and make sure that their experience is seamless.
- Learn: View our Customer Journey Mapping course that teaches you how to create customer journey maps and identify the moments that matter
- Download: Our Customer Journey Mapping template
- Read: How to build a customer-centric organisation
- Attend: Search a list of all the upcoming CX Industry events
- Search: A list of industry consultants who specialise in customer experience