Customer journey mapping

Definition

What is customer journey mapping?

Customer journey mapping is a method of generating a customer journey map, a visual description of your customers’ interactions with your brand. This practice allows firms to put themselves in their customers’ shoes and see their business through their eyes.

In addition, it will enable you to learn about common client complaints and how to address them.

Customer journey mapping is an excellent technique to uncover gaps in your current VOC (voice of the customer) metrics.

The significance of customer journey mapping

There are a variety of reasons why you would want to start mapping your customers’ experiences:

  • The status quo improves with customer journey mapping.
  • Providing you with the ability to optimize the customer onboarding process
  • You’re experiencing some discomfort, and you’d like to figure out why
  • Benchmarking your clients’ expected customer experience against what they get
  • You’ve seen a drop in customer satisfaction or other key performance indicators (KPIs), and you’d like to know why.
  • Understanding how customer personas differ as they progress through the buying funnel from prospect to conversion.
  • Customer journey mapping lets you focus on customers rather than processes.

Customer journey mapping may also give you insights on what makes your company and website attractive and helpful to your customers and what turns them away. You can then develop the type of material that will both attract and keep them at your firm.

Researching and mapping out your usual consumers’ wants and pain points can give you a solid knowledge of the number of people attempting to attain a goal with your firm. As a result, you may focus your marketing efforts on that precise demographic.

a hand holding a paper plane to demonstrate customer journey mapping
The significance of customer journey mapping

How to map your customers’ journey

Mapping is the most effective technique to visualize how a client interacts with a company. The majority of customer journey mapping begins with excel sheets that explain key events, consumer motives, and friction points in the user’s experience. 

Here are the basic steps on how to customer journey mapping:

Create a map with defined goals

Before you begin developing your map, you must first determine why you are doing it. Then, you could construct a buyer persona based on this.

Workshop for Employees

Determine all of the ways a customer interacts with a brand, including the web, social media, call centers, printed materials, and everything else that influences the customer’s trip.

Conduct research and create persona profiles

Questionnaires and user testing are two excellent ways to obtain meaningful client feedback. The most crucial thing to remember is only to contact actual customers or prospects. 

You want feedback from people who are genuinely interested in buying your products and services and have previously interacted with your firm or plan to do so in the future.

Make a list of all of the touchpoints

Based on your study, make a list of all the touchpoints your customers and potential customers are using now and the ones you think should be utilized.

Make the necessary modifications

Your data analysis should help you figure out what kind of website you desire. You can then make the required changes to your website to meet these objectives.

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