Understanding Customer Journey Mapping
A visual form that shows the process of a customer trying to make a purchase (Goal) with your company. Using customer journey mapping can narrow down the customer’s motivation and their need/ pain points.
By defining your relationship with your customers, you can examine each touchpoint that is effective when they’re in their journey, and to see if they succeed in getting to their end goal.
Before starting to create your customer journey map, it’s crucial to us past customer experiences to make reliable and accurate data.
When you’re mapping you can determine what is useful data on your website that is helpful to your customers, as well as what is making them click off your site. By finding out this information it gives you the will to change your content where they will stay longer. And attract potential new customers.
By focusing on your customers, it can create success in your customer service skills and proving that you provide a great support service. Which should technically in the end show amazing results and help boost your brand awareness.
Objectives for creating a Customer Journey Map:
Objectives & Goals
Why are you making the map?
What is the result that you wish your business and your clients want to get at the end of the journey?
How To Use The Personas
Using the personas you can ask how they found your business.
What do they like?
What do they want to achieve?
Have they heard of you beforehand?
How was the experience?
Who Do You Want To Target?
Narrow down your personas, which one do you want to focus your research on?
If this is your first time, we recommend using your most popular type of customer.
Contact With Your Customers
Listing all the places the customer interacts with you/ site. \
In terms of marketing, this could be Social Channels, Ads, Emails, Third Party sites/ groups.
You will also list in your map:
- Actions
- Emotions/Motivations
- Pain points
Reflection
It’s time to reflect on your map, write down all the key aspects which were good. As well as the parts that need improving.
State of the company:
- Current
- Future
Comparisons
Look at the softwares you are using to communicate with your customers.
Are they working?
Is there another software that could do better?
Is it cheaper, more expensive?
Will it take time to get use to new working styles?
Training your teams?
Analyse the flaws of your customer service. Do the team have all the resources they need?
What’s Going To Change?
Take the key points from this map and alter them into your business.
Then repeat this mapping process to see if there are any changes in your customer journeys, for better or for worse?
Example Customer Journey Map
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