What is Customer Journey Map?
Customer Journey Map is a powerful technique for understanding your customer’s needs, their hesitations and concerns, their tangible actions and assumptions and what motivates them the most. Data alone fall short to communicate the customer’s frustrations and experiences, but a story can do that. The best storytelling tools in business are the customer journey map. In short the customer journey mapping visualizes the user experience journey that helps you tell the story of your customer’s experiences with your brand across all of their interactions.
Importance of Customer Journey Map
- The purpose of customer journey map is to understand what customers go through and improve the quality of your customer experience by ensuring consistency at all the customer journey touchpoints and across all channels.
- Build faster and higher customer conversion rates.
- Improved customer retention by ensuring the correct information is available and accessible at each stage of a procurement cycle.
- Allows businesses to prioritize actions in their online customer journey experience strategy.
- Identifies and helps to reduce the gaps between various channels and departments.
Creating Customer Journey Map
Customer journey or user journey is a journey of a potential customer about different points of contact with a product, a brand or (touchpoints) of a company via all available channels that can extend over several hours or days. However, the end goal of Customer Journey map is always to find and resolve the pain points of your customers.
Step 1. Define your customer persona
The first step is to decide is whose journey you are going to map i.e. a specific customer type (persona), a potential (target) customer, or a section of customers, depending on the purpose of your journey mapping plan. After you’ve created distinct personas, now create customer journey maps that describe each persona’s experience at various customer journey touchpoints during their lifecycle with your company.
Step 2. Define your customer journey phases
Step 3. Describe the customer journey touchpoints
Step 4. Conduct research
At every stage of the customer’s journey, conduct research to identify the customer’s goals, what he expects the process would be like, the steps and the customer journey touchpoints they used at various platforms.
Step 5. Determine points of friction
Once you have known your persona’s goals and identified their touchpoints, it’s time to look at the totality of their experience with your company. Each stage of the customer journey mapping will help you identify any points of friction within the customer experience.
Step 6. Resolve
A checklist for developing Customer Journey Map and what were the pain points your customers experienced across channels with your organization.