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May 18, 2022

What Is A Customer Journey And How To Track It To Better Customer Experience

The customer journey is the most important yet most misunderstood part of the business. The reason for it might be the changing behavior of customer needs and we know every customer is unique.


What is the mapping


Customer Journey is the total experience of the customer while interacting with your brand. When a customer first sees your product or spends some time on it then it is the time you need to acknowledge the customer's journey and map out their experience. Basically, customer mapping is just the visual representation of all the phases your customers come into contact with your brand. The visual timeline doesn’t need to have fancy graphics. It could be a simple list that touches on the various points of the customer journey.



Consider the benefits that the customer journey map can offer:

  • Find Gaps in Service or Communication: You can often find problems and gaps that occur in your customer service, your website, communication among employees, etc.

  • Increase Sales: One of the other major benefits is the potential for increased sales. Naturally, when you can understand the customer’s journey and find ways to make it easier on them, there is a greater chance that they will end up buying from your company. It could also help with upselling and cross-selling, as you are learning more about the customers and the best ways to market to them.

  • Better Customer Satisfaction: When customers are provided with the types of experiences they want, and when you can make buying easier, they will be more satisfied with your company. They will not only be more willing to buy from you in the future, but they are likely going to let friends and family know about your business.

  • Better Employee Satisfaction: Additionally, knowing the customer journey and creating a customer map will help your employees to know the customers better. This means they can perform their roles better and ensure they are providing the best possible service to customers at various points along the journey.

As you can see, there are many benefits to creating a customer journey map. However, you might not know where to begin. Fortunately, it is not as difficult as some might think. Let’s look at what you need to do to create these maps.



How to make a customer journey map

The map needs to lay out all the stages the customer will work through when buying which will help the business get into their customers’ heads, educate them, and understand common their pain points. You can map a customer journey in the form of an infographic, an illustration, a diagram, or an excel sheet.

There could be a lot of ways for you to be able to track and understand your customer’s journey but the best way is to actually – walk in their shoes. Be the customer of your brand and understand how it feels as a customer of your product or service.

Here is the step-by-step guideline for creating a customer journey map.

1. Set your goals and targets:

It's easier to navigate when you know the destination you're headed to. The very first thing you should take into consideration in creating a journey map is understanding who your customers are. Identifying goals and setting targets are essential first steps in learning how to make a customer journey map. Then, get into their shoes so you know how they behave and why they do what they do.

 

2. Create buyer personas:

 

Now that the goals and targets are set, you will next need to create buyer personas. Most companies that have done any sort of marketing will have an understanding of buyer personas and their importance. This is where interviews, surveys, and other forms of market research come in. You want to gain as much data as you can through research because this information will help you place yourself in the shoes of your customers.

A buyer persona is a fictional character that represents a specific customer segment for your brand. When putting together a buyer persona, we need to make sure to consider and include important characteristics such as:

  • Demographics

  • Background

  • Lifestyle

  • Personality

  • Shopping preferences

  • Information sources

 

3. Map out your buyer touchpoints:

It is an essential step for creating an effective customer journey map. A touchpoint is any time a customer comes into contact with your brand – before, during, or after they purchase something from you. It could be social media, your website, your customer service team, or your customer review.

 

4. Identify your customer pain points:

At this stage, we can collect all data collected from the touchpoints and look at the big picture to find out whether there are any pain points or roadblocks that exist on the map or not.

 

5. Fix Roadblocks:

Now that we have information regarding the roadblocks we have to fix those potential bottlenecks to make our customer journey map perfect.

 

6. Improve your customer journey map:

It is not like we created a map that will be suitable for every situation or customer group. The map should be always updated by testing and improving every quarter or every year. 

 

7. Visualize your journey map:

This is the moment when the work has to be accumulated to organize the data to convert it into something visual.

A customer journey mapping study from 2018 found that 67% of customer experience professionals that participated in the survey had been using this type of mapping in their business, and 90% of those using it found that it had a positive impact.

It is well worth taking the time and putting in the effort to create journeys for the various products or services that you offer. After all, a single customer journey map will not work for all products or services.

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