Read here about customer journey mapping and its huge importance to your business. Find out how it helps you gather info and which strategies work the best.
At first glance, the customer journey may look like an easy task – your company offers a product or a service, and customers buy it. Even though this is also a part of it, the entire journey has become a bit more complicated than that.
A prospective buyer today can use up to 10 different channels in order to communicate with businesses and companies. All this makes it more difficult for companies to ensure a perfect customer experience each time they go onto your web page or other social media platforms. It gets harder to keep up. However, challenging it may seem, your marketing and sales team shouldn’t lose track of it – it is important, and 80% of customers find it relevant – as relevant as the product itself.
Since things are transforming on the customers’ side, there is a way to change the business’s side of things as well. Enter – customer journey mapping. What follows is a detailed explanation of the concept and its importance in achieving your sales target. Let’s start from the beginning.
What Is a Customer Journey Map?
The customer journey is also known as the buyer journey or user journey. And a map of that journey is actually a visual representation of the entire process. It is a technique that will help your teams understand the story of your customers’ experience with your brand. And it includes all touchpoints, all the stops the customer makes along the way.
Your marketing and sales team members can follow each and every interaction the customer makes – be it by email, social media platforms, live chat, or any other channel. Once you have a visual of the path, no customer will ever slip through the cracks and shop from the competitors.
Another advantage of this technique is getting to know the customers more and creating a more personal customer experience. This will surely be appreciated.
What Is Customer Journey Mapping?
Once we established what a customer journey map is, next is explaining the process of creating that map, also referred to as customer journey mapping or customer journey automation. It is a visual story of each interaction the customer makes with your brand. Your team members will be able to walk a mile into the customer’s shoes and see your business from their point of view. The insights you will get from this are significant. They will reveal what works, what doesn’t, and which parts and strategies need improvement.
In order to create the map, all the possible touchpoints a customer may make are mapped out. These can include your website, the social media platforms you are available on, and you can also include communication with team members from the marketing or sales department.
Customer (user) journeys come next. These are created across the touchpoints mentioned above for each potential buyer persona. For instance, if your target group is millennials, they will most likely hear about your products or service on social media. Afterward, they will research it on your mobile web page. They will then make the purchase from a desktop computer —just an example of what you can expect from a group of people based on their everyday routines.
Don’t forget that the customer experience should also be a part of the customer journey map. And this goes for every touchpoint you decided to put on the map. Here your marketing team can include what actions the customer is expected to take, and if he/she does – how will your brand respond.
Reasons Why Customer Journey Mapping Is Important
Customers and how satisfied they are with your brand, in general, is what makes or breaks a company. So, understanding your customer’s expectations and needs is a certain way of having a more optimized customer experience. Once you achieve that sales will go up, and so will profits. This process is vital for every business – be it a small, medium, or large company. Personalized experience matters, and it is totally worth the time, resources, and trouble.
Benefits of Customer Journey Mapping
- Create a New Target Customer Base – if your marketing and sales team don’t understand the whole customer journey, they may not be completely aware of your customers’ demographics and psychographics. This can be a big problem since your team members may lose precious time and resources on targets that are not really interested in the products, services, or content your company offers.
- Implement Proactive Customer Service – the customer journey map can also be perceived as a roadmap of the entire customer experience. You will have insights as to where things went smoothly and whether there are any bumps along the way.
If you know that there can be issues along the journey, you can be prepared by planning a customer service strategy. This way, your customer service team will be able to offer assistance whenever it is needed. Your customers will see you as a reliable brand that takes care of its customer base.
- Improve Customer Retention Rate – only by having a complete visual look of the entire journey map; you can know where it needs improvement. Once you know, you can act on it and end up with a better journey experience and more satisfied customers.
- Create a Customer-Focused Mentality – this goes for your entire company, not just the marketing and sales departments. Regardless of your company’s size, all departments and employees need to be coordinated and focused on making the customer happy. They can lose focus and work on strategies and goals that aren’t really based on what the customers expect or need.
Once the map is complete, it will help if you share it with the entire company. The map will show all the steps of the customer journey – from the first attraction to your brand to the post-purchase support. This is important for more than one department, and everyone will know which part to focus on, which part is their job to make the best they can.
Hannah Derby is a digital marketer who is enthusiastic about trying out the newest trends and innovations in the digital marketing industry and helping businesses advance. She is also using her knowledge and expertise gained from a JTF Marketing training that raised her interest in the marketing automation industry.
- 9 Latest Social Media Trends for 2021 That Will Boost Your Business
- 10 Bad Habits Entrepreneurs Gave Up To Be Successful