Every business wants a happy customer. But why is it so hard to make anything work? The simple answer is that most companies are not selling products; they are selling processes. When you are selling a process, you have to know what the customer is thinking and feeling at every part of their journey. Hence, customer journey mapping.
Customer journey mapping helps companies better understand their customers. Your organization can use a customer journey map to track and map any aspect of a customer's experience: from learning about your product or service through using your support services and even down to unsubscribing from your mailing list.
Companies have been mapping the customer journeys of their products and services for years. The process has brought noticeable benefits to companies who used it, such as better targeting of customer segments and more efficient resource allocation. A company can map out a customer journey in multiple steps: the first is to map out all the actions taken by a single customer; the second step is to create an internal team tasked with each activity within the journey.
Recent research (April 2022) from habitable.co, a Premium CX | UX Design Agency, shows the benefits of understanding the customer's journey with your company:
A customer journey map is a system that outlines the different steps a customer goes through to purchase a product or service. The eight typical stages are:
Journey maps capture the customer experience from start to finish. As customers interact with you, you can identify what works and doesn't. This allows you to make changes to improve your business.
Understanding your customers better will help you tailor the customer experiences to their needs. Also, it allows you to find out what is important to them. This knowledge provides a framework for future CX initiatives.
A customer journey map lets you compare customers’ actual experiences to how you had expected them to be. You can then use the information to improve your customer experience and optimize your sales and marketing strategies.
Marketing, sales, and customer service teams often talk about customers in different ways, and this means that customers experience inconsistencies about how and when they're contacted. But if you create a customer journey map, you can create a uniform view of the path buyers take when interacting with your business. With this standard map, all teams can work together to represent your brand.
You can identify gaps in your buying process by drawing a journey map and then looking for the process. If you notice the website doesn’t have a chatbot or an FAQ section, you’ll know you need to add one.
Map the behavior of prospective buyers as they move through the sales funnel to understand which potential buyers are more likely to convert. Use this information to anticipate their needs and give proactive assistance to customers that are likely to buy products if you provide them with the correct information.
Do your customers have to repeat some processes to achieve their goals? Do customers feel lost at any point in the customer journey? You can learn how to improve your reviews and ratings through customer journey mapping by simplifying the customer journey and removing obstacles to order fulfillment and good service outcomes.
Customer journey maps are not a silver bullet, and there are some limitations to the technique that you should be aware of.
As you start a customer journey mapping project, keep these four common pitfalls in mind:
Have conversations with customers to identify the various types of buyers you have and their goals. You'll better understand who they are, what they do, why they do it, and what their needs and wants are. Try creating buyer personas that represent the majority of your clients.
To identify how your customers interact with your business, you can use web analytics software, social media monitoring software, and other methods, including surveys, polls, and interviews.
To make more thoughtful content and design decisions, match actions customers take at different stages of the sales cycle with persona characteristics. For example, a buyer persona that is a problem-solver may opt for self-service support before reaching out to a rep. How to do this: Find appropriate channels for different persona traits. Analyze how many customers use other channels at various points in the sales cycle.
For each step in the buying journey, determine where a specific group of customers might struggle. List all the elements that you could change to improve your customer experience. Build out as much as you can on your buyer personas.
For example, customer data may indicate that visitors are not responding to your product pages or that users who receive newsletters don’t respond to them. You may want to spend more time improving your product pages, or you may need to send more targeted emails.
Avoid the distractions of doing easy tasks that have no lasting effect on your business. Otherwise, you might end up with a website that looks pretty and loads faster, but people still hate using it. In contrast, imagine if your app could almost instantly get customers a loan with no credit check? This is the type of big-impact improvement you should strive for.
If your business doesn't keep up with customer needs and behavior changes, it won't survive. By keeping it fresh, you'll be able to make more informed decisions down the road. Your market landscape will change, too; new product launches, partnerships, and acquisitions will keep you busy!
We've mapped numerous customer journeys and know the pitfalls of digging deep into your organization's silos and data. You don't have to do it alone. Visit Customer Journey Mapping and book a strategy call to start your customer journey mapping.Get in touch
Every business wants a happy customer. But why is it so hard to make anything work? The simple answer is that most companies are not selling products; they are selling processes.
Before you get it right, it helps to know what can go wrong... We take a look at the pitfalls of customer onboarding and how you can overcome them to create stronger customer relationships.