Building A Customer Journey Map
April 3rd, 2018
Starting with, of course, what the heck is a customer journey map? Consider it the bare-bones framework for tracking the best methods of creating true customer satisfaction. It should provide an internal birds-eye view of the customer’s perspective throughout their journey with your business, hence the name.
A good customer journey map will provide real client data, behaviors and tendencies at different stages, points of potential interaction, and opportunities for cross-team resourcing. It will ultimately highlight what motivates your clients to stick with you in the long run.
The benefits of a customer journey map as opposed to traditional marketing approaches is that it is non-linear, allowing you to move within the framework and study varying interactions at different stages. Also, it is based on research and may assist in predicting gaps in the market and inspire new products or services based on customers’ needs.
When it comes time to build your map, consider the following tips:
- Identify as clearly as possible, who your customer is. Whose journey are you mapping? A research-based persona that represents your market niches is necessary to move forward. Consider this your mapping avatar.
- Map out customer stages, or touch points. These are the interactions your client is having with your business along the way. Physically sketching them out is recommended. Common stages may be discovery, research, explore, choose, purchase.
- At each stage consider the customers’ actions, motivations, questions and obstacles.
- Identify the goals of the customer, at each individual stage. Each stage should have several goals. Add these in to the diagram/sketch.
- Build a timeframe around each touch point and stage, how long should it take to achieve the goals set forth?
- Fill in the gaps at each stage, listing which team members/departments are responsible for assisting in the achievement of the goals. This will give you a good idea of which areas of your business need improvement and where there may be holes.
- Remember that real information is the key here- this map must be based on actual customer research in order to be productive. Don’t skimp on the research phase.
The design of your map should reflect your business and should incorporate industry-specific and company-centric verbiage. Once complete, the journey map must be shared company-wide for maximum benefit.
Your finished product should aim to assist you in understanding your customer relationship life cycle. Actions that improve overall customer satisfaction, drive up ROI and encourage long-term relationships.