Customer Journey Map has gained popularity with the rising need of crystallizing the points where customers get stuck or frustrated on their path to purchase and beyond. Let’s quickly dive into what is customer journey mapping and why is it important?
What is a Customer Journey Map?
It is what it says on the tin: It is a visual representation depicting the stages customers go through when interacting with your company, its website, its services/products etc. The customer journey can be shown via infographics, illustrations, diagrams and using other forms.
What is the purpose of a customer journey map?
Nowadays customers expect the companies to find their choices and recommend them when they are searched for. They want to begin their search from where they left it off yesterday. They do not want to answer already answered queries. The crux of the matter is that a customer journey map lets you understand the pain points of the customers.
It helps you know the customer’s end-to-end experience with your company and services/products. It answers the following questions:
Touchpoints, customers come into contact with your brand.
How customers feel along the way.
Which products are their priority?
Their likes and dislikes about the services.
What are they planning to buy next?
How to Create an effective customer journey map?
Get into customer’s shoes:
Make customers’ profiles to perceive how they behave and why they do what they do. The behaviour of customers changes at every stage of buying a product so study their behaviour as to what makes them buy a product and what makes them quit the search.
Who are the new customers and who are the old ones. Who has been searching for a long time and thinking to buy a product and the one who is new and going to buy the product real soon. The whole process of making the profile is called building the personas.
Know what your customer wants to achieve:
Using the built personas, find out the goals of the customers and note the changes made as the process unfolds.
Make note of the activities of the customers right from the login, browsing, searching for products, comparing products, and more. These activities will help you recognize the touchpoints of your customers.
There are different phases to study the customer:
Goal
Awareness
Research
Choice Reduction
Purchase
Ways to understand customers’ goals:
Survey/interview various customer groups
Get user feedback
Read up on customer support emails/transcripts
Pick out customer questions in each phase
Avail yourself of customer analytics tools to gather information
Spot the customer’s touchpoints:
A “touchpoint” means any time a customer comes into contact with your brand either offline/online, through marketing, in person, or over the phone.
Touchpoints could be good or bad. For example, poor tasting food can pollute the whole experience of the restaurant.
You will have all sorts of touchpoints recorded with you. It does not let you miss out on any opportunities to listen to your customers and make improvements that will keep them happy.
Trace the customer’s roadblocks:
Make use of all your data to find out the pain points in the customer journey. Look into the points where the customers are facing trouble and where they are going fine with your customer support tool.
To improve your service, reach out to the customers and interview them about their experiences with your company.
Inscribe the pain points on your customer journey map and give better customer service.
Resolve the blockades:
Every organization wishes to push its customers down the funnel, and bring them one step closer to converting.
One of the ways to bring more conversion is to clear the touchpoints of the customers. Focus on the repeated complaints and fix them to reach the goal of better conversion.
Grow and develop your customer map:
Considering the fact that the customers keep changing and evolving significant changes made to your product/service should be updated to your existing customer map.
Keep a time period to check the document and make changes without missing out.
Apply your journey map to your business:
Use the insightful customer journey map to make meaningful business changes.
Ending Remarks
Use the comprehensive customer journey map to stay on top of your game. Ensure that you are planning based on out-of-date assumptions. The tool makes it easy to understand how users interact with your site, where they get stuck, and how to improve trouble spots. Improve the customer journey using customer mapping and lift more than just the bottom line.
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