Imagine you want to go from your home to the nearest Starbucks. You pull out our Google Maps and search for the nearest Starbucks. The app gives detailed directions on which route to take from your home until the front door of the nearest Starbucks.
Imagine a similar map of how your customer will find your business and make a purchase from you. A visual depiction of everything that a customer will see, experience, interact, and engage with before arriving at the juncture to make a purchase.
Such a visual depiction is referred to as a customer journey map. It tells a story of how customers find your business across several touchpoints.
The most commonly used customer journey mapping is divided into several stages: Awareness, Consideration, Purchase, Retention, and Advocacy. At each stage, the customer interacts with varying formats of content that take them closer to making a decision.
Here is a detailed customer journey map example.
Customer journey mapping helps plot how a customer is going to navigate the endless options available to them before they make a purchase from your brand.
These benefits reiterate the necessity of plotting a detailed customer journey map.
1. Accelerated sales cycle
A customer journey map points out the stages where the customer needs maximum awareness and information to make a quick decision. It helps eliminate unnecessary clutter that could be distracting the customer from arriving at a decision.
The end result? An accelerated sales cycle.
2. Augmented marketing RoI
What if you can tailor-make your marketing message according to the aspirations of the customer at each stage of the sales funnel?
A customer journey map helps with that.
3. Greater cross-sell and up-sell capabilities
A well-plotted journey creates a sense of urgency and also the right environment for cross-selling and up-selling other relevant products.
Does your customer journey map have the idea traits?
Does it tick off all the boxes to maximizes sales conversions?
These questions can be answered only if a proper analysis of the customer journey map is done.
That said, here are some ways to analyze your customer journey map from multiple angles.
All roads lead to Rome. All customer journeys ultimately lead to a sale. Obviously, there could be multiple roads. It is necessary to create a customer journey for each of your market segments separately.
For example, assume that your business caters to three different market segments:
Each of these market segments will research, consider, and take a final decision in a different manner. In the case of individuals, the decision will be taken by a single person.
In the case of large enterprises, there will be multiple stakeholders involved in making the decision. Hence, the need to have multiple customer journeys.
In a customer journey map, touchpoints indicate the various points of interaction between the customer and the business.
For example, a blog post that the customer reads about the business is a touchpoint.
If the blog is talking about the industry as a whole and the challenges it faces, then it is in the awareness stage of the journey.
On the other hand, if it is talking about the product and its merits, then it belongs to the decision stage of the customer journey.
Similarly, there could be multiple touchpoints that the customer would be interacting with, like promotional videos, eBooks, social media ads, and so on.
To optimize the customer journey map for maximum conversion, it is necessary to review each touchpoint, the purpose of it, and the role it plays in taking the customer closer to conversion.
Like mentioned earlier, the primary purpose of a customer journey map is to nudge the customer towards the next stage in the sales cycle.
To progress from one stage to the next one, the customer should be provided with adequate information in the form of sales collaterals.
In the absence of the right kind of information, they will fail to take a quick decision. This will result in a churn. To avoid churn or to keep it at a bare minimum, it is necessary to identify points in the customer journey map where maximum churn is happening.
Review the reasons why churn happens and resolve it with remedial measures.
One of the mistakes that business owners and marketers make while crafting a customer journey map is this - they create it from a business perspective. They wrongly assume the customer journey map to be linear.
However, in reality, the modern customer’s journey map is not linear. It is dynamic and influenced by several factors. In fact, it is a flux of online and offline factors.
They see a product online and seek the word of mouth of opinion from a friend. Or, they might check out a product in an online store and decide to take an in-store trial.
As customer preferences keep changing, you might also want to craft a customer journey map that agile and attuned to the customer’s perspective.
How do you know your customer journey is engaging for the customer? Measure the time spent at each stage of the journey. Of course, the time spent will not be equal across all the stages. There are some sections where it will be longer than in the others.
For instance, the awareness phase will have the user spend more time-consuming top of the funnel content. Whereas, Middle of the Funnel and Top Of the Funnel have comparatively less content to consume and more discussions and demos to look at.
So, it is necessary to look at the time spent by the user at each stage of the funnel in a contextual manner. Measures to improve the engagement time should then be planned.
The customer journey map is a critical element in the marketer’s playbook. A well-plotted customer journey map can convert a stranger into a paying customer in the shortest time span possible.
So, how are you planning to optimize your customer journey map?
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