A customer journey map is a visual representation for every stage of interaction between your business and your customer. It highlights how your customers progress from first coming into contact with your business, all the way to when they make a purchase and share their loyalty through repeat custom and recommendations.
Customer journey mapping can help you step into your customers shoes, understand their thought process and reflect on their experience with your brand throughout the whole process.
Of course, every customer is different and can come into contact with your business in many different ways and at many different starting points. By establishing a customer journey, you may identify regular patterns which will help you to make relevant changes to your business strategy or marketing efforts.
Creating a customer journey may seem like an impossible task and you may be thinking how can I possibly know the journey of each and every customer? However, following the 5 steps below may help you get started:
🔹Research and analyse existing data
The most important part of creating a customer journey map is to look at the process from the customer’s perspective, you can do this by digging deeper into your data. Using your different channel analytics, you can find exactly where your customers are coming from, how they engage with you, and potentially their next steps.
Social media can be useful for gauging how potential customers are engaging with your brand. Think about how the majority of people discover your content, whether they are regularly interacting with your posts or even directly communicating with you through messages.
In addition, website data can be the most effective tool for mapping out a customer journey. Although it seems daunting, setup Google Analytics and consider reviewing data that looks at your websites traffic sources, behaviour flow and conversion goals.
🔹Understand your audience
Before you create your customer journey, you have to get to know your customers. This doesn’t mean directly identifying them with specific demographics, this means trying to understand their thought process and behaviours.
If you need help creating customer personas, find my ‘Marketing Personas’ instagram post.
🔹Define the steps of Awareness, Consideration and Conversion
Not every business’s customer journey will look identical. It’s important to break down your customer journey map into defined stages so you can get a bird’s eye view of what’s going on. You can technically break it down into three simple stages: Awareness, Consideration and Conversion.
🔹Identify customer touch points
Once you’ve defined the stages that make up your customer journey, you need to consider what your customers are thinking, feeling and behaving at each step.
First, find out where your customers are interacting with your business. This is referred to as ‘touch points’. For example, a customer may view a post on your social media, and then click the link in your bio to a landing page. Your social media and landing page are both touch points.
🔹Identify any pain points or barriers
All businesses want a customer to have the best experience as possible. Once you’ve discovered your touch points, it helps you to obtain insights into common customer pain points, where you can identify obstacles that appear in the customer’s journey. For example, are people finding it hard to submit enquires on your website?
No customer journey is perfect, but that doesn’t mean you should forget about improving the UX. It’s best to be proactive about discovering the weak points in your customer journey, so you can modify them as soon as possible.