If you’re successfully marketing your products, services or brand, it’s likely that you have heard of, or may already be using, customer journey mapping to steer your business decisions, product development, print campaigns and website spend. Once you have created your customer persona, it’s crucial to create customer journey maps in order to make sure you reach your potential customers far and wide.
If you already have a working customer journey map pinned down, find some optimising tips below and if not, don’t worry, we’re here to guide you through the process and make sure your customers achieve their goals so you can achieve yours.
What is customer journey mapping?
A customer journey map is a visual interpretation of your customer’s journey from initial contact, through engagement and into a long-term relationship.
A journey map documents the customer experience from their perspective, identifying each interaction a person has with your organisation (touchpoints).
Why does it matter?
Gathering and analysing data along each of these touchpoints will enable you to spend your time optimising what matters.
What are their needs or goals? Where are the high points and the low points in their journey? What are they thinking, feeling, seeing or doing at each touchpoint? Are they engaged or distracted? Happy or frustrated?
Once you see your product, service or brand through your customer's eyes, you can start to address the pain points and look at ways to narrow the gap between your customers’ expectations and their actual experience.
Where do I start?
To build a great customer journey map you will need to “listen” to your customers. Ask questions, find out what they’re saying about your business and about your competitors, check the reviews, use real customer data, analytics, testimonials and feedback to find out what is working, what isn’t working and what needs to happen in order to keep your customers engaged and drive repeat business.
Creating a customer journey map:
If you have a variety of customers that interact with you in different ways, or require different things from you, start by creating target customer personas then develop a journey map for each.
The more you explore journey mapping the more you will learn about your business and the better you will connect with your customers.
You will only achieve your goals if your customers achieve their goals.
A couple of points to note:
A customer journey map should be living, breathing document that develops over time as you collect more information and grow your business.
A customer journey map doesn’t have to be pretty (unless you are a natural born designer). Complex or simple, colourful or black and white, the most important thing about a customer journey map is the data held within it and the insights you gather from it.
If you need help with creating your customer personas or journey maps get in touch. We can get the ball rolling for you or work hand in hand with you throughout the process.