These maps are a compact visualisation of end-to-end customer experience, and they can take many forms which can be infographics, illustrations, diagrams. These maps represent all the places and touchpoints consumers come into connection with your brand, online and they help you gander at your brand, product, and processes through the customer’s eyes so that you can visualise their authentic journey through the funnel.

How To Create a Comprehensive Customer Journey Map

How To Create a Comprehensive Customer Journey Map

Nail down your buyer personal

The first step in building a journey map is understanding who your customers are.

While doing this, keep in your mind that it isn’t enough to have just one buyer persona. People at various buying stages will perform differently and communicate with your business creatively, so it’s worth recognising between someone who has been executing market research for a few months and is ready to make their purchase, and someone who has only recently begun thinking about solving his/her particular need.

Understand your buyer’s goals

Once you have your customer personas built, the next step is to dig deep and learn what each of them hopes to accomplish as they go through the buyer journey.

Think about what your customers’ end goals are in each phase.

Some examples might be:

  • Researching the different possible options
  • Ensuring that she/he is paying a fair price
  • Seeking reassurance that she/he has all the essential information regarding the product

A great way to go about doing this is first to recognise the paths that your visitor may take on your site. If your visitor is a member or a pre-existing consumer, the first thing that they might do is to log in. Other actions include browsing, searching for products, analysing products, and more. Once you’ve hit down a full list of these activities, you’ll be able to identify all your touchpoints and the goals connected with each touchpoint.

Map out buyer touchpoints

Touchpoint refers to any time a consumer comes into contact with your brand, which may be before, during, or after they purchase something from you online or offline. This also includes moments that happen offline/online, through marketing, in person, or over the phone. A Sales CRM can easily map this as the customer journey and help in the long term.

Some touchpoints may have more impact than others. For example, a lousy check-in experience at a hotel can taint the entire stay.

You’ll want to take all possible touchpoints that occur between your customers and your business into account. That way, you won’t miss out on any chances to listen to your customers and make repairs that will keep them happy.

Identify customer pain points.

At this point, it’s time to bring all your data collectively and look at the big picture to identify possible roadblocks or pain points in the consumer journey. You may also want to note down sections where you’re currently doing things right, and think about ways to improve.

To do this, ask yourself about the problems, and interview customers and customer-facing staff.

Some potential questions might include:

  • Are my consumers reaching their goals on my website?
  • Where are the central areas of friction and frustration?
  • Where are people dropping purchases (and why)?

Once you know where the roadblocks and pain points are, mark them down on your customer journey map.

Prioritise and Fix Roadblocks

After you’ve recognised these roadblocks, take a step back and look at the big image from a macro perspective. Recognise that the end goal is not to optimise each step or touchpoint just for the sake of maximising it, but so that you can push your consumers down the funnel, and bring them one step closer to transforming.

You want to be getting more conversions. So everything you tweak in each customer touchpoint should all be adding to that one goal.

Update and Improve

Your customer journey map shouldn’t be left to gather dust on the shelf once it’s completed. Because your customers are continuously changing and growing, your customer journey map should be doing the same as well. Consider it a breathing document that will continue to grow and develop.

If possible, test, update and improve your customer journey map every six months or so. Customer journey maps should also be tweaked subsequently whenever you include significant changes to your product/service.

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