How To Create A Customer Journey Map
The main goal why businesses Create A Customer Journey Map is to visualize customer experiences. It allows businesses or brands to completely understand how customers think and how would they react in a specific point of engagement of the customer journey.
Through customer journey mapping, it allows businesses to determine the customer issues across the various areas of your website, which makes your leads hesitate to move forward towards your sales funnel. Once these pain points are identified, it is now easier for your company or business to address them.
Easy Ways To Create A Customer Journey Map
1. Create A Customer Persona
In order to create a customer journey map, you need first to have a customer persona. Your customer persona should be realistic; in order to help you develop a thorough understanding of what motivates your customers, you need to consider some important factors. These factors include name, age, job, any important family details, personal and professional goals, current pain points, and level of brand awareness.
Use current events as your basis for creating a persona. Also, include demographic data or prospect interviews. You could even use a real customer and just keep their data anonymous.
2. Build A Customer Journey
Before you begin, you need first to choose on what journey you will be using on the following categories: onboarding, maintaining, using, and renewal.
You could study at one customer by going across the journeys based on the said categories. You will also notice how different customers go through a unique journey. This might be more proper for customer journeys that don’t vary much for each customer.
You can document your customer in different ways, including:
- Process flows – horizontal timelines that trace out every point in the journey in straight order.
- Infinity loops – a figure of eight diagrams, where in the last part of the journey, a customer goes back again at the beginning.
- Post-it notes – you can just put post-it notes on the wall, which in turn will make your map easier to move around and change.
- Digital tools – if you want to have a more presentable and attractive journey map, there are software and online tools you can use.
3. Build Your Mapping Team
You need to build your mapping team by getting people within your organization, which includes:
- Frontline– they will work to provide you with comprehensive feedback from direct contact with customers.
- Day to day Manager– this includes team leaders, store supervisors, and area managers or department heads.
- Leader– someone who is able to set the right budget, based on the result of the mapping.
- Human Resource – this is also important as employee experiences are critical to delivering great customer experience.
- Business Support – this consists of the people from the finance and marketing department.
- Customers –having real customers in your mapping team can deliver your desired results.
4. Determine The Moment That Concerns More On The Journey
Consider the people, products or processes involved at that moment.
5. Innovate And Measure
Once you have determined the moment, what comes next is the need to innovate. Conduct a discussion with your mapping team. You can come up with new ideas through the use of this process: brainstorm, filter, assess, and test.
After you have established your customer journey map, always remember to monitor results. Try not to exert too much time in creating your first journey map, as it will continuously develop as your business and customers change.