There’s no easy and definite way to understand what your customers expect from you and the kind of digital customer experience you need to deliver. Customers today want their brand experience to be seamless and connected. This implies that customers expect brands to learn and remember who they are and what they seek across multiple touchpoints. Your customers wish to pick up from where they left off, without having to clarify or repeat their needs. As a brand, your job is to imbibe the knowledge and insights you have gathered from customer deep journey mapping and apply them to designing engaging marketing campaigns with high-converting landing pages and much more.
Having talked about the relevance of customer journey mapping, let us now learn how to create a comprehensive customer journey map.
How to Engage in Customer Journey Mapping: Steps to Create One
Identify Your Buyer Persona
The first step in creating a comprehensive customer journey map is to identify your customers. Begin with developing your buyer personas, aiming at improving your digital customer experience. Remember people at different stages of buying will behave differently and also interact differently with your business. You should distinguish between a customer who has recently started showing interest in your product or service, one who has been browsing your website for a few months, and a customer who is set to make a purchase.
Understand the Goals of Your Buyer
After you have your buyer personas built, you should dig deep and comprehend what each group of your customers expects to accomplish as they travel through the customer journey. Mull over the ultimate goals of your customers in each phase and remember that they may change as the process unfolds. The first step, here, is to detect the paths that your visitor may take on your company’s website. Your pre-existing customer or member might first log in to their account on your website. Their other activities comprise of browsing, searching for products or services they need, and comparing them. After you have nailed down a full list of your customer activities, you can easily detect all your touchpoints and the goals related to each touchpoint.
Map Out the Touchpoints of Your Buyer
A “touchpoint” may be defined as any time a customer comes into touch or contact with your brand. It may be before, at the time of, and after they buy something from you. This also comprises of moments that happen online/offline, in person, through marketing, or over the phone. The truth is that a few touchpoints have more impact than others. The best practice is to consider all potential touchpoints between your customers and your company. This way you don’t miss out on any opportunities to listen to your customers and improvise to make them happy and satisfied.
Detect the Pain Points of Your Buyer
At this stage, bring together all your data, quantitative as well as qualitative, and look at the bigger picture to detect pain points or potential roadblocks in your customer journey. You should also make a note of the areas you are currently doing well in and figure out ways to improve. Once you have learned where the pain points and roadblocks are, mark them down on the customer journey map.
Survey your customers, interview your customer-facing staff, or ask yourself these questions:
- Are my customers accomplishing their goals on my website?
- What are the key areas of customer friction and frustration?
- Where and why are customers abandoning purchases?
Prioritize and Overcome Roadblocks
Looking from a micro perspective, there are a few questions that you can ask yourself. These include: What should be built or corrected? Do you need to break everything down and begin from scratch? Or are a few simple changes only necessary for a big impact? Let us take an example to understand this better. If your customers often complain about the complexity of the sign-up process on your website, it is time to revamp and make things easier for them.
Once you have detected the roadblocks, step back, and look at the big picture from a macro perspective. You should recognize that the end goal is not just about optimizing each touchpoint or step, but to push your customers down the purchase funnel and bring them closer towards converting. You need to get more conversions at the end of the day. Everything you change in each customer touchpoint should contribute to that one big goal.
Update and Improve
Once you have drawn your customer journey map, your job is not over. You have constantly evolving and changing customers, which implies that the customer journey map is a living document that should continue to grow and develop. Tweak these maps when introducing significant changes to your product or service. It is a prudent practice to test, update, and improve your customer journey map every 6 months or so
Does Your Business Have Its Customer Journey Map in Place?
We are in an era where businesses are all about delivering an unparalleled customer experience. As you shift your focus to the customer’s perspective, brands can better comprehend their consumer needs and wants. They can thus create more effective and gratifying experiences for their customers. Remember journey maps are a proven framework to help drive greater customer insights and improve internal efficiencies. Do you have this exceptionally effective tool to recognize engagement and enhancement opportunities, increase conversions, and bring in amazing return-on-investment (ROI)?