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.