How do you create an effective customer journey map?
Getting in the mindset of your customer is difficult for any brand. Many wonder why a customer spends so much time on their website to get to a specific point. Or, why a customer spends time browsing a website only to click off and never return again.
Instead of wondering how to fix these issues, the best way to understand the customer experience and make those critical improvements is to create a customer journey map.
As HubSpot puts it, “a customer journey map is a visual representation of the process a customer or prospect goes through to achieve or satisfy a goal with your company. With the help of a customer journey map, you can get a sense of your customers’ motivations -their needs and pain points”.
Why Is It Important?
A customer journey map breaks down the customer journey phase by phase and aligns each step with the need to satisfy a goal. The map allows you to restructure your touch points accordingly and helps towards maximising customer success. Essentially, the map encourages you to solve your customer’s problems and makes the process more efficient and instinctual.
For content creators, customer journey maps will help determine what content is required and the best way to approach it for maximum engagement. On the other hand, for designers and web developers, these maps help provide context for how users interact with and see a website. They can identify missing connections in navigation and reasons for customer frustrations.
By mapping out the customer journey, brands can understand what is interesting to customers and what is potentially turning them away. Also, it can help with retargeting your audience and implementing content strategies that will attract and engage the right audience.
How do you create a customer journey map?
Set clear objectives, scope and customer persona
When creating a map, you need to consider a clear goal and produce an ideal persona of the customer who you are aiming the map towards. Once this has been gathered, you will need to ensure you have clear objectives that can determine what kind of research is needed and the level of information that is required in order to achieve the goal.
Profile your personas
Next, conduct some research! Harvest as much information as you can get about your desired customer and utilise customer feedback through questionnaires. Aim to gather feedback from people who are interested in purchasing your product or service or who plan to interact and engage with your brand.
This will help you to understand your customers needs, wants and motivations and ensure your map is tailored to a specific persona.
Figure out the touch points
Touch points are places that your customers can interact with you. Based on your research, you will know which avenues your customers interact through. For example, your customer may interact through social media channels, paid advertising, email marketing or third party mentions. This process will also require you to understand what actions customers undertake through these touch points. I.e. Do they click on an email, or Google search your company based on a recommendation? At this stage, it is also needed to figure out where the obstacles lie. I.e. high costs associated with the service is resulting in customers leaving your website.
Identify the elements you want your map to show
Figure out what you want your map to look like and the elements required in it.
For example, do you want the map to show what your customer is going through on your website right now and their thought process and emotions?. Or, the map could show what you think your customer experience will be like in the future when these changes are adopted. Check out Kerry Bodine’s 4 Types of Customer Journey Map for more detailed information!
Go on a customer journey yourself
Try out your customer journey before implementing changes. Navigate the system and experience what your customers do. Understand why people are clicking on your website but then leaving before they make an enquiry or purchase.
You will need to figure out where customers needs are not being met. Follow the journey your customers go through when interacting with social media, email marketing or Google searching. This will give you clarity as to how your changes will affect the experience.
Implement the map!
Once you’ve gone on the journey yourself and worked out the kinks, it will be time to implement the changes. Perhaps it is needed to make changes to the website call-to-actions to encourage individuals to enquire. Also, to engage a service or the social media content strategy needs to be more structured. Each change should be effective as your map had previously identified that these will directly limit customer’s pain points.
The Customer Journey Maps are always a work in progress and should be reviewed consistently. Ultimately, there are always ways to ensure that your customer’s experience is as positive as it can be!
The content in this blog has been derived from the number of sources listed below. VO Group does not take ownership of the content.
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