Guide: Customer Journey Mapping
Customer journey map is a graphic (or series of maps) that depicts the steps customers go through while dealing with a firm, from purchasing things online to calling customer care to vent frustration on social media.
Journey maps must be built on data-driven research and graphically portray the numerous stages consumers encounter depending on a range of characteristics, such as customer sentiment, goals and touchpoints, in order to develop successful visual maps that reflect customers’ travels via these channels.
Companies frequently need to construct many customer journey maps based on a 360-degree perspective of how customers interact with the firm to be thorough. For example, a consumer’s journey map may start with a tweet about a company, product, or brand, followed by a phone call to a customer care line, and lastly, a visit to the firm’s website.
The key to providing a positive client experience is to put yourself in their shoes. Your organization will be able to drive product creation and service based on what consumers need most by empathizing with them and understanding their motives.
It is better to know consumers’ desire and match the same with your product offerings. A customer journey map is one tool that may assist you in analyzing customer behaviour, motivations, and requirements. Most significantly, this information will assist you in improving your customer relationships, increasing sales, and achieving your business objectives. As a result, we’ll answer the following questions concerning customer journey maps in this article:
- Is the usage of a Customer Journey Map required?
- What are the many sorts of maps?
- What is a Customer Journey Map, and how do you make one?
What is a Customer Journey Map, and how does it work?
A customer journey map is a visual depiction of the steps a customer must take to achieve a certain objective set by a firm. To be more specific, it considers a customer’s pain areas, emotional requirements, and behaviors. As a result, this form of the map depicts the consumers’ journey as they interact with a company. The majority of customer journey maps take into account the whole client lifecycle. Starting with a brand launch and progressing through post-sale support services – and all the phases in between.
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These stages are frequently depicted in chronological order. However, a customer’s interaction with a company is not always straightforward. Graphs can also show cyclical client journey that take place across numerous channels. Companies may use this as a chance to use analogies to creatively describe how various leads engage with the brand, such as using a tornado analogy:
Although customer journey maps might differ, they all feature the same basic components. The diagrams will all have the following elements in common:
- Persona: A profile of a brand’s customer includes demographic and psychographic data. Clientele in most businesses is diverse. As a result, each customer journey map should be tailored to the specific personas that the organization is interested in learning more about.
- Designated Touchpoints: Key points at which customers interact with the brand.
- Touchpoints of Truth: Touchpoints that may make or break a customer’s experience.
- Performance Indicators: These are evaluative criteria that track how customers react to various touchpoints. To be clear, they frequently track customers’ emotional state or degree of happiness during their journey.
- Visuals: The journey map’s visual aspect depicts the customer’s path on their journey. This may be a linear illustration in many circumstances. In other circumstances, it makes it more appropriate to demonstrate the customer cycle’s cyclical character.
What Are the Benefits of Using a Customer Journey Map?
Customer is the KING!
With this in mind, businesses recognize the value of knowing their consumers. It’s pointless to create a product without first learning about the people who will use it. To put it another way, you need to know what their requirements are, how they communicate, and how they feel about the product in their lives.
As a result, assumptions result in failure or, at the absolute least, a significant loss of opportunity. Data and actual consumer knowledge may result in substantial profits. Journey maps are unquestionably important in understanding client reality. And this is the most crucial data to have while running a company. The following are some of the other advantages of Journey maps:
- Customer involvement has improved.
- Enhanced customer-focused behaviours.
- Departments collaborated better.
- Evaluating the efficiency of touchpoints and the teams in charge of them
- Improve your lead qualifying and inbound marketing strategies.
- Provide a framework for calculating the return on customer experience.
Customer Journey Maps: What Are They and How Do They Work?
Customer journey maps come in a variety of shapes and sizes. When putting up a prospective diagram, there are four basic frameworks to examine.
Customer Journey Maps: What Are They and How Do They Work?
Current state maps are an accurate reflection of the current user experience while interacting with your brand. And this isn’t a diagram depicting the optimum path for a consumer through the pipeline. Rather, it is the existing situation. To put it another way, the journey map depicts how specific touchpoints succeed or fail.
Is it possible that clients are slipping through the gaps on social media? Are they unsatisfied with the customer service they’ve received? What are the results of your email campaigns? Current state diagrams can provide you with the information you need to improve customer service.
State of the Future
Future State Maps depict how you want the client experience to be in the future. This form of mapping is useful for explaining the optimal method for accomplishing client goals to various departments. Future state maps will be based on historical data rather than current data. Instead, designers utilize their creativity and empathy for customers to predict what consumers will feel once specific decisions are implemented or marketing materials are created.
The purpose of this style of map is to depict what a persona’s daily existence is like. These maps delve into customers’ pain areas, motives, emotions, and what they require from a product in their day-to-day activities. They’re also useful for figuring out certain demographics and their activity at different times of the day.
How to Make a Customer Journey Map
It might be difficult to create an informative and easy-to-read map. Developing the map one step at a time is the key to achieving a good outcome. Here are the seven steps you must do to complete your map:
- Establishing Goals
- Identifying and Defining Personas
- Identifying Touchpoints
Executives must come together and demonstrate commitment. Customers’ journey mapping must be essential enough to merit the company’s time and resources and interests of stakeholders.
2. Establishing Goals
Leaders must decide what the map’s goals are once your team has committed to knowing the customer journey. The objectives chosen will be affected by where the firm is suffering or changing, what research and pre-existing assumptions they have, and their vision for the company’s future.
3. Identifying and Defining Personas
Companies frequently believe that they have a decent understanding of their consumer base, only to be surprised when they dig further. Researching the sorts of clients a firm has is an important element of the mapping process. They may filter their journey map based on the personas they want to focus on once they’ve defined the distinct portions of their customer base.
4. Identifying Touchpoints
It might be beneficial to work in groups to discuss all of the many touchpoints a client encounters. Customers are channelled to firms through various routes these days, and each channel must be logged and later assessed.
Sign-up forms, social media activity, emails, call centres, and organic web traffic must all be taken into account and analysed.
Understanding how touchpoints operate or where inefficiencies exist is critical to figuring out why retention rates are low, why consumers abandon baskets at the last minute, or any other regular occurrence in your firm.
Keep in mind that the customer knows exactly what they want.
At the end of the day, it is the client who decides whether or not your product is worth purchasing. To agree on a subscription for some items, such as B2B services, it takes a full team of individuals and thorough study. Other company strategies are primarily reliant on impulse purchases. What counts most, regardless of the sort of business you run, is that your consumers are pleased. Understanding what clients want, need, and feel is critical to ensure their pleasure. A customer journey map will assist you in progressing much further down that path.