Customer Journey Mapping
Customer Journey Mapping
For a typical customer, the purchasing process involves many steps where interactions or touch points with the seller occur. There are also emotions that are felt before, during or after such experiences.
Customer Journey involves everything that is happening throughout the buying process. Below are some of the key elements and representative questions associated with the touch points. The customer:
Journey Mapping allows one to capture, and then visually display the customer’s interactions, thoughts, and emotions. It can become the foundation for a story that provides the opportunity to discuss and better understand the total experience across all touch points between the customer and a business.
Why use Customer Journey Mapping?
Can you put yourself in the role of your customer? If you are responsible for selling a product or service that you have not actually purchased or used, this could be a considerable challenge. Yet it is a common one. And often, a single research technique (or worse, none at all!) is used to gain information to inform a company about its customers.
Customer Journey Mapping enables you to be even more customer-centric by helping to view your product, brand and company through the eyes of your customers. If you know how and when customers interact with, and feel about your brand, it is easier to find gaps where improvements can be made. You can tailor your communications to reach customers at each step of their journeys toward a purchase.
- Layout your website to facilitate discovery of specific content.
- Focus on social media or mobile devices.
- Fine tune text used in ad copy.
- Modify product and/or packaging design.
- If you can find ways to differentiate both your product and company via a better understanding about your customers at each step of the buying process, you should be able to gain a competitive advantage.
When should Customer Journey Mapping be used?
Below are a few instances where this technique can be of help.
How to develop Customer Journey Maps
Unlike traditional market research, the creation of a customer journey map represents a new approach that requires the ability to observe and gather the many situations and times where a company “touches” its customers.
You need to use a variety of research methods to gather insights on your customers’ journey. Here are a few:
- A topline summary of all findings should be presented as an infographic or similar simplified map of the customer’s journey.
- A timeline should be included to indicate major stages of the buying process.
- Keep it as simple and intuitive as possible.
- Focus 100% on your customer!