Customer Journey Mapping Steps
By Shannan Hearne, Summit Technologies’ Marketing Specialist
Creating a customer journey map is a critical aspect for businesses striving to enhance the customer experience and drive growth. This method provides a comprehensive overview of the full customer lifecycle, from initial awareness to post-purchase engagement. In this guide, we'll take you through the seven steps to crafting a comprehensive and effective customer journey map:
Step 1: Establish Personas
The foundation of creating a customer journey map is to establish personas. Personas are fictional representations of your ideal customers based on their demographic, psychographic, and behavioral information. By developing personas, you gain a deeper understanding of your target audience and can tailor your marketing and sales strategies to their unique needs.
Step 2: Determine the Journey
The next step is to determine the journey your personas take when interacting with your brand. This includes every touchpoint, such as initial discovery to post-purchase engagement. It's essential to note that the journey may differ for different personas, so create a separate map for each persona.
Step 3: Outline the Stages
The stages section of your journey map represents the customer's relationship with your company from start to finish. Common customer lifecycle stages include Discover, Explore, Buy, Use, Ask, and Engage. However, your persona's journey stages may be more specific to your business.
Step 4: Set Persona Goals
It's crucial to understand what your persona is trying to achieve throughout their journey. Start with a high-level goal for your journey map and break it down into stages. Identify your persona's goals through brainstorming, surveying, customer interviews, and analyzing customer support feedback. Validate your findings with additional research.
Step 5: Map Out Touchpoints
Each stage in your map will have various touchpoints, which you'll identify in step 4. Plot these touchpoints on your map and arrange them in a logical sequence.
Step 6: Consider Other Key Elements
Take into account other elements such as customer feedback, friction points, pain points, and issues that arise as they progress through the journey.
Step 7: Identify Areas for Improvement
When you identify areas of the customer journey that are not functioning optimally, brainstorm solutions to enhance the customer's experience. Have a dedicated section of your map to address these solutions.
A customer journey map provides a clear and concise representation of opportunities to automate and improve your company's interaction with customers.