Walk throughs

Customer Journey Map – The Customer Story That Every Brand Needs To Own

customer journey map board and timeline

I think you’ll agree with me when I say:

It gets DIFFICULT to see how your customers interact with your business from their eyes.

Or is it?

Well, it turns out, there is a simple tool that you can use that instantly shows you every touch point a customer interacts with your brand.

This tool is called a Customer Journey Map.

“A Customer Journey map is a visual interpretation of an individual’s perspective of their relationship with an organisation brand. It is told from the customer’s perspective”   – Uxmastery.com

Why You Should Start Using Customer Journey Maps Now

Before I show you the how, Ill show you the why you need to start using Customer Journey Maps.

Firstly, knowing and analysing a Customer’s Journey Map, you can empathise with your  customers and understand what turns them on and off about your brand.

Secondly, the tool can point out the feelings, motivations and questions your customers might  have about a brand’s portfolio.

Thirdly, all departments are involved in its construction and it encourages different departments to participate in the process. The results teach your team how to better consider the user’s feelings, questions and needs in the selling process.

The customer journey map develops into a graphical representation of all potential paths that a user can experience

The how, well, firstly CJM starts as a simple point-by-point or post-it by post-it drawing or map on a board.

As it gets deeper into every touch point, where customers interact with your brand, and department; the customer journey map develops into a graphical representation of all potential paths that a user can experience, depending on the entry point.

What are examples of entry touch points:

These can take multiple forms, starting with the online channels (social media, organic traffic, direct traffic, etc.) and ending with the offline ones, which can be your company’s brick-and-mortar store.

A complex and final Customer Journey Map Example

Customer-Journey-Mapping

(Image: Digitalexperiences.com.au)

How EXACTLY do You Build a Customer Journey Map?

  1. Define your Customer Personas. (Need a little help with this step? Read this).You can have one or more personas, depending on your type of business.
  2. Define your company’s Sale Purchase Phases. In the big picture, it may look like the process below, but it can more vast than that, depending on your business profile:common customer behaviour phases
  3. Define your customer’s goals in each phase.
    1. What do they want to achieve in the Research phase for example? Maybe they are searching for indicators that the product your company is offering is the best option for them. Whatever it may be, try to think of their needs and wants at every step of the Sales Funnel.
  4. Define the touch points where your customers may interact with the brand. 
    1. In this step, you are considering all the channels and doors when your customers may get into contact to your brand

If You Don’t Consider All Channels, You’ll Miss A Door

Here you may want to insert things like: Social media pages, Pricing page, Cart Page, Customer Call center, Package delivery service, Packaging experience, After-Sale services.

At the end, your chart should look like the table below:

CJM for SaaS 

Customer journey map for Saas

(Image conversionxl.com)

 

MAKE SURE YOU ANALYSE THE DATA 

Hate to start the obvious, but the most important part is the analysis.

Analyse each step (with the staff from the appointed department) and answer one single question every time:

Is my customer fulfilling his goals at this phase, with the information he has/sees/finds out?

If yes (to all), you are a lucky business owner.

If you’re not so lucky, like many of us, make notes about your key findings and recommendations.

After all phases are assessed, it’s time to test your hypotheses and A/B test them until “Yes” is the answer to each question.

But There’s A Catch

Customer Journey Mapping is only the first step to making your business a customer-centered brand, where their needs, wants come first above anything else.

Regarding the topic of how to bring different teams together within your organisation for a common goal – a memorable (in the best way possible) customer experience – we’ll speak in another article, soon to come.

Bonus tips

For a more interactive step-by-step guide on how to develop your first Customer Journey Map, here is a 10 minute video that we appreciate very much.

It was posted first in 2014, on mozblog.com from Kerry Bodine, Customer Experience Consultant and MozCon 2014 speaker, but her recommendations are as true now, as they were two years ago.

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