How to Create a Customer Journey Map for A Winning Marketing Strategy!

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A common pattern that we have observed, especially among most small and medium-sized businesses is that not much time is invested in studying customer behavior and trends. Once the target audience is identified, it is often taken for granted that they will follow a specific path and go through all the expected touchpoints. However, this couldn’t be further from the truth. In reality, it can be difficult to comprehend customers’ thoughts. You may believe that you know their demands and desires, yet new purchasing trends, preferences, and technologies come and alter the expected buying behavior.

All of a company’s buyer personas, advertisements, and landing pages are created with the intention that visitors will browse through them all, and become intrigued by the business. However, do you actually know what your consumers are thinking when they visit your store or website or what their thought process is when they are considering making a purchase?

The customer journey map can be used in this situation since it helps you better understand your customers and, as a result, enhances the user experience. Customer journey maps illustrate a customer’s interaction with a company visually. In this way, you gain insight into how potential customers think, feel, and act, thus directly motivating their actions or inhibiting them. By leveraging this information, companies can enhance customer experience, improving retention and conversion rate.

We totally agree with Steve Jobs when he said “You’ve got to start with the customer experience and work back toward the technology, not the other way around.”

Let’s talk about the steps which are involved in creating a customer journey map.

Step 1: Setting Goals

For any process to succeed, it needs to have an objective towards which all efforts are directed, Customer Journey Mapping also begins with setting goals. Why are you creating this map? Perhaps you need to re-evaluate your customer success processes or take a closer look at the buying process for the target audience. If you do not have a specific goal in mind, it will be impossible to determine whether your customer journey map will make a difference for your customers and your company. As your interests and goals change with new opportunities, you may have to create multiple journey maps.

Step 2: Buyer Personas

Developing and defining your buyer personas is important in order to understand your target market and build a useful customer journey map. Putting yourself in the customer’s shoes and imagining their age, job function, personal goals, etc., can help you to fully understand their journey.

Step 3: Research

After creating your buyer personas, it is important to know what your customers want and that can happen by getting feedback directly from them. Receiving input from your clients will let you consider things from their viewpoint. Studying a small focus group before you proceed further with the mapping can help you organize all the touchpoints and connect them with decision-making thought processes.

Step 4: Identifying Touchpoints

Consider arranging your map with touchpoints and stages as you design your customer journey. Using the information you have gathered, you should list all the touchpoints your target audience use, as well as the ones you believe they should be using.

That’s why it’s important for you to identify all of the social media channels and website touchpoints your customers used to interact with your business. Effective marketing depends on building relationships with your target audience by meeting them on the platforms they are most active in.

Your customer might discover you online in a variety of ways. These might include:

– Social channels

– Paid ads

– Email marketing

– Third-party review sites or mentions

As you are organizing your touchpoints categorize them into:

– Actions

– Emotions or Motivations

– Obstacles and Pain Points

Step 5: Creating the Map

Making the customer journey map is the last step. You can then start mapping your customer journey once you have defined your touchpoints. 

Start organizing your data and touchpoints on a visual workspace. To guarantee accuracy, get feedback from different teams and create your customer journey map collectively. No one approach is “right” to organize your customer journey map. However, at each stage of the timeline, include the touchpoints, activities, emotions, pain points, and assigned ownership of a touchpoint (sales, customer service, marketing, etc.). Then design your diagram using your brand guidelines to make it easier to understand the different activities, feelings, transitions, etc.

Sample Customer Journey Map Template by Hubspot.

Understanding your customers deeply and knowing what they want will help you develop content and marketing techniques that are more, efficient. Customer loyalty and conversion rates will also rise as a result. Would you like to develop a customer journey map and a winning marketing strategy? Reach out to us!