Why should I create a customer journey map

Why should I create a customer journey map

What is a customer journey map?

A customer journey map tells the story of their relationship with your business from the customer’s point of view. This includes every interaction from their first exposure to your brand, as they get to know you better, make a purchase, and continue to come back. Think of it like initiating a first date and taking it through to a life long relationship.

The customer journey map helps you keep your customer in mind through this entire relationship.

How does a customer journey map help me?

The map will deepen your understanding of your customers’ behaviors, feelings and thoughts at key interaction points before, during and after their purchase. Making sure you help customers happily meet their goals at each of these steps will benefit your business in the long run. Not only will you improve your immediate sales and reduce advertising costs, the customer’s lifetime value will also increase.

Given that it costs 5 to 25 times as much to attract a new customer as it does to keep an existing one, building and executing a customer journey map is critical to your business. Even if you have the best product/service, a beautiful website, and great customer service, if you’re lacking in one of the areas on the map, you could lose business.

Having this overview of a customer’s journey will also help you (or your creative team) design and write content that resonates with your customers.

So let’s walk through how to build your customer journey map.

Customer Journey Map

Identify your customer journey touchpoints

It may feel intimidating with all these steps and touchpoints, but the good news is, that you get to define and manage all these interactions.

Just remember to ALWAYS think of this from the customer’s perspective.

Let’s go through a high level customer map. As you get more advanced over time, you will want to break these into different customer journeys for each customer segment. For example, if you run a custom shirt printing business, the journey for a local sports club will be different than that of a hospital looking for uniforms. As these organizations have different needs, purchasing processes and marketing channels, you’ll want to map those out precisely to maximize your impact.

Pre-purchase

To get started, get into a potential customer’s shoes and think of their experience with your brand from the beginning.

If they are looking for a product/service like yours, how will they first find out about your business? It could be through social media, advertising, or word of mouth. Then once they first engage with your ad or website, how will they learn more about your offering, how they will benefit from it, and why they should buy from your business? An important piece of this is your value proposition, which you can learn more about here.

During this pre-purchase time, you’ll also work on building a relationship with the prospect and helping them through evaluation and justification. This is the time to increase trust, answer questions, and influence the purchase.

Purchase

This is what your marketing has been building up to – converting your prospect into a customer! It could be an eCommerce checkout, a form completion, or a sale by phone or in-person.

Post-purchase

After the purchase is where you will need to continue building the relationship with your customer. Are they using your product or service? Will they need onboarding, training or implementation assistance? Once they’re engaged as a customer, then how will you increase revenue from them through upsells, cross-sells or repeat sales?

The other element after a purchase is building loyalty. If you can identify repeat customers, what can you do to nurture them into evangelists and champions? They will be the ones to give you strong reviews and testimonials, and referring new customers.

Now what?

After you’ve mapped out your customer journey touchpoints, take a look and see how all the pieces fall together and flow. Can you see any areas that your business is lacking in? What about obstacles customers could face in any of those steps? If there are possible challenges, will your customers be able to resolve them easily?

The other area to look closely at, especially with your UX, identify where there may be gaps between:

  • Channels – for example, how customers transition between a call center and your website
  • Devices – how they interact with your website or product between a mobile app and a laptop
  • Teams – how will you transition a customer between a sales rep and customer service, for example

If you don’t know of any obstacles or gaps, you can run surveys with existing customers to find their struggles.

These are the areas that you’ll want to focus on.

Time to execute

Now that you’ve built your customer journey map, identified potential obstacles and how to address them, it’s time to execute. Build the pieces that are missing, maintain areas that are already working well, improve on your weak points.

As mentioned earlier, always stay focused on your customer’s experience.

If you have any questions or need help, feel free to contact us or comment below.

 

Leave a Reply