Mapping the customer journey can be a great tool, as it can help a marketing team gain a greater understanding of how customers are interacting with a brand, and what their perception of it is, and help translate how your products/services can be useful in their lives, goals or needs. It can be quite valuable in the way a business should be oriented. Let’s see how to achieve this in 5 steps!
1. Customers’ goals
First, it is necessary to define the objectives and goals of a business. Any type of communication carried out during this journey must also be aligned with the brand’s goals. However, it is important to know that the client’s goals may differ from those of the business in question. Therefore, it is necessary to consider a way to help customers while achieving the company’s own goals.
2. Identify key communication touch-points in the customer journey
In the moments when the company communicates or engages with customers, it will be important to make a list of these moments and group them according to their timeline to register when they happen during the journey: pre-purchase, purchase and post-purchase. After this action, it is necessary to find communication points that may have been lost.
Looking for all these points of contact can, in a way, disrupt a team’s work, causing it to get lost in many details and micro-interactions. To avoid this situation, it is necessary to prioritise the moments that can help to achieve your goals.
3.Recognise positive and negative points
How customers feel while trying to achieve their goals during the pre-purchase, purchase and post-purchase phases, matters. The truth is that customers can be happy if they are faced with a site that is easy to navigate, but at the same time, they can feel frustrated and confused by the difficulty in purchasing a certain product on the same site. Hence the need to find the flaws that your business may have and that are causing negative experiences to visitors, to subsequently make the necessary corrections.
4. Test the customer journey
An effective way to understand how a customer might feel during the journey is to experience it first. If the company performs this test it can be very valuable and it can also reveal some very useful insights.
5. Analyse and visualize the customer journey map
In addition to just writing the customer journey and communication touch-points, create a visual map of them. By carrying out this exercise, the team can obtain an overview of the entire journey. You can organise thoughts and ideas and brainstorm!
Hypothesise new communication touch-points that could improve the customer journey, then test and improve them if necessary.
In this way, we are able to understand the value of mapping the customer journey. It is much more enriching for the team behind the entire execution of a business, as it can guide them in the best direction, allowing them to constantly adjust and improve.
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