Customer Journey Map: Why You Need it and How You Can Create One

A customer journey map will help you understand your customer experience, or CX, from the customer’s point of view. When you map the journey thoroughly, you learn precisely at which point your customers connect with your business online and identify ways to make their trip easier, so they’re happier, more loyal, and make additional purchases.

Although it sounds straightforward when you think about it abstractly, the details of creating a customer journey map and all the misinformation online can make it difficult. So, I’ll break it down in simpler terms and outline the steps so you can begin utilizing this powerful strategy immediately.

Why do you need a customer journey map?

According to MyCustomer, nearly two-thirds (63%) of marketers use customer path maps to guide their efforts. However, 55 percent say they aren't confident in their understanding of the customer journey. This means that even though dedicated marketers understand the importance of customer journey mapping, many are unsure if they are doing it correctly. Salesforce data shows that customers now use ten channels to communicate their needs with businesses, and it can be challenging to see who is coming from where without a map. In addition, a majority of customers believe that their experience with a company's products is just as important as the product. Shoring up your CX helps you meet their needs and expectations better.

Your mapping should make you feel confident and produce serious results, such as:

• Improved customer experiences

• Customer happiness is increased

• Higher conversions, higher sales

• Loyalty and retention are more important

Your company can also benefit from mapping:

• New customers to target

• Customer-centric behavior is encouraged

• Focus on inbound marketing to improve resource management

• Reduce silos in your company

• Get to know your data better

Customer Journey Map, Buyer Journey, and User Story Mapping

Before diving into customer journey maps more, it is important to distinguish the concept from other concepts you may find in your searches.

Customer Journey Map

The customer journey map tracks the customer's journey from their initial interaction with you to the time they leave your company. This provides insight that will help you improve your customer experience with your company.

For example, a customer journey map might show someone Googling a service you offer, then downloading your whitepaper and subscribing to your mailing list. It may then show them returning to your blog to read articles, then, in time, clicking on the “request a consultation” button on your website, and ultimately contracting your services after the consultation. However, rather than ending there, it will also show the customer coming back to your website to read about other services you offer and engage with your referral program.

Buyer Journey

Sometimes, "buyer journey" and "customer path" can be used interchangeably. However, technically, a buyer's journey ends when a visitor to your website becomes a customer.

Let's suppose you have an online advertisement. A person clicks on the ad and visits your landing page. They then sign up immediately for your services. Now the buyer journey is complete.

Although the benefits of customer journeys and buyer journeys are similar in many ways, buyer journeys only provide a snapshot. You will want to use both if you are genuinely focused on creating great experiences and increasing sales.

User Story Mapping

Product managers and developers are more likely to use user story mapping. These stories are created long before customers interact with your brand. They follow a standard outline that includes the type and action of the user and the benefit they will receive by completing the action.

For example, let’s suppose that you are a financial firm and your client is looking for funds. First, the user will need to complete an application. Then, they will be granted quick approval and access to the money. You'll likely notice that they go straight to your site and then browse around. As someone leveraging user story mapping, you will ensure that the person can easily find the sign-in button or application, access it quickly, and understand the process.

There are some carryovers between maps and journeys

You can see that there is some overlap between the various maps and journeys, even though they serve different purposes and have different benefits. This is why your marketing team needs to be connected with other departments within the company. Data sharing will benefit you and your customers and make their experience easier.

Key Elements for Customer Journey Maps

There are many ways to create customer journey maps. Some digital marketers prefer visual representations, while others prefer spreadsheets.

The most popular type is the current state map. It shows what's going on with your customers and helps you identify ways to improve customer experience based on their flow today.

Future state maps are also available in marketing. These are used when you plan to launch a new product/service and want to determine how the experience will be.

No matter what your approach may be, the map must include these key elements:

• Customer's point-of-view

• The scenario

• What is the customer thinking and feeling throughout?

• All touchpoints and channels involved

• Gaining insight

• Which member of your team is responsible for making sure that the journey goes smoothly

How to Create a Customer Journey Map

Let's now look at the basics and understand what it takes to create a customer journey plan.

Step 1 - Set Goals

Start by identifying your goals for the map and what you want your customers to do.

Step 2: Create Customer/ Buyer Personas

It’s usually best to create your customer journey map around one persona, but if there’s complete overlap between the journeys different personas take, you can include more than one in yours. If you’re not currently using buyer personas, read “Customer Personas: What They Are and Why You Need to Define Them” for a full breakdown.

Step 3 - Map Out the Customer Journey in Three Major Stages

If you’re making the most of analytics, you should be able to follow your customers’ path with ease. However, if your data is lacking or you’re working on future state mapping, you can walk through the journey as if you were the customer. Think about the three primary stages as you’re doing this.

• Discovery: The customer knows they have a problem and wants to solve it. It is important to understand how your customer views the problem, what they face as they work on it, and what happens if they don't solve it.

• Consideration: The customer is actively seeking solutions to their problem during the consideration stage. It is important to consider what the customer might be reading, how they are weighing their options, and where they get it.

• Decision: The customer has decided on a solution but is still comparing options and companies within the same bracket. It is important to understand their criteria to determine the best option. If other stakeholders are involved, they will also need to be considered.

Step 4 - Identify Touchpoints

Touchpoints can include your website, paid advertising, email marketing, and social channels. They also include any other ways a customer may interact with your brand. You can make a complete list of all your customer's touchpoints at each stage.

This is where you can check your data to identify which touchpoints are generating more engagement and helping customers to move on to the next stage. You should give TLC to any touchpoint that isn't being used.

Personalization is also a popular option, with 52 percent of customers expecting it, according to Salesforce data. Good places to start are product recommendations and offers.

Step 5 - Identify Your Available Resources and Analyze Your Journey

The customer journey is more than just selling. Take a look at the customer journey and identify any weak points. Then, find resources that can be used to improve them. For example, you might bring your customer service team in to help with follow-ups if customers don’t return.

Step 6 - Monitor and Take Action

You can identify weak areas in your journey and take steps to improve them. It is okay to make a list of all your concerns and then do triage. Sometimes, you'll find significant issues that must be addressed before moving on to more minor problems.

It is essential to review your customer journey map frequently, especially if you make significant changes in your offerings or customers.

Get Help Improving Your Business Results

The customer journey mapping step is only one of many steps to successfully market your business online. If you have any questions, need assistance, don't know where to start with digital marketing, or aren’t seeing the results you want, I can help. With a background as a business consultant, I have helped many organizations align their marketing efforts with business goals. Get a free consultation.

Read the original article, Customer Journey Map: Why You Need it and How to Create One, on my website.

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