Some managers find it difficult to understand their customers’ behaviour. In such cases having a customer journey map can help a manager to get a clear idea why customers are making those purchasing decisions. Thus, they can improve their services and make the customer experience easier. Read below to find out more about what exactly is a customer journey map and how to use it to your advantage:
I. What is a customer journey map?
A customer journey map is simply a map displaying the customer process from the beginning to the end. Thus, a company can better understand what a customer is trying to achieve and how they go about it. In this way, a manager can improve their customer touchpoints and make them more effective, as well as improve the processes.
Moreover, what a manager might find out by doing a customer journey map is that the customer journey is no longer linear from point A to point B. Customers constantly go back and forth, look for customer reviews, compare competitors, compare shops and prices, etc.
II. Why is a customer journey map important?
Having a detailed customer journey map might be deemed unimportant by some managers or can be seen as an unnecessary step. However, visually representing the process a customer goes through from the research phase to making the decision and finally purchasing can help you identify and solve problems. For example, if it seems like lots of your customers are stuck in a certain phase on the customer journey, think about what the bottleneck is and how to solve it. Thus, you can easily increase your profits and attract new business.
III. How to create a customer journey map?
The steps for creating a good customer journey map are as follows:
1. Set goals for the customer journey map
As in the beginning of any plan, you need to know what you are trying to achieve. List down your goals and think about who your target customer is.
2. Do your research
This is a crucial phase for collecting valuable information about your customer. Use customer surveys to collect feedback. For example, ask your customers meaningful questions such as:
- How did you hear about us?
- How long do you usually spend on our website?
- Have you ever bought anything from us? If so, what convinced you to buy from us and not our competitors?
- How easy to use do you find our website?
- Have you ever contacted our customer support? If so, did they help you fix your problem?
- Do you have any suggestions for improvement?
3. List the customer touchpoints
This is an important step as it shows you what points of contact you have with your customers. Read our previous article on touchpoints to find out more.
4. Identify elements
There are four main types of a customer journey map, based on what you are trying to display. Those include: current state, day in the life, future state, and service blueprint. You can decide if you want to do all 4 maps to get a full picture.
5. Go through the customer journey yourself
This step will help you detect any mistakes or problems with your customer journey. By taking the customer journey yourself, you can see if you have missed anything or if you need to add any extra points.
6. Change and adapt
Finally, constantly review, change and adapt your customer maps so that they will be up-to-date and you can detect any issues on time. By being fully familiar with your customers’ journey, you can find out in what areas to improve.
To sum up, by following these easy steps you can create and take advantage of a customer journey map. Thus, you will not only increase your customer retention but also attract new clients.