Customer Journey Mapping – The Buyer’s Path in a Digital World Essential Things You Must Know About Customer Journey

May 03
Read 6 Min

Every single customer has a unique aim, perception of your business and could react differently to the processes and methods they’d encounter. Approaching them rightly and understanding their true needs seems complicated. Luckily, there are ways to simplify it. The term customer journey mapping tells a story of every interaction your customers have with your brand, products, or services. It should incorporate customer experience at each touchpoint and bring up the feelings, impulses, and issues that pop up anywhere along the way. Now, you can probably tell how beneficial a customer journey map can be. Today, we’ll tackle this topic and discover the precise steps and phases you will need to understand. 

What Is a Customer Journey Map and How Is it Used in Marketing?

The incredibly significant string of words customer journey can also be called the buyer journey or use journey. To create a map correctly, you must understand the paths your customers take and represent them visually. The truly helpful portrayal of the interactions you make with users and buyers must cover each and every touchpoint. Whether you communicate through social media channels, email, or live chat, you should depict every step and reflect upon it. That way, you will be able to stay in the loop regarding a complete sum of experiences and walk a digital mile in your customers’ shoes. 

Does this sound a bit too extensive and overwhelming? Stay tuned because it is much simpler than it might seem. Follow the proven tips, and you will undoubtedly succeed. 

Enhancing Your Marketing Strategy & More!

Strengthening and reinventing your brand over and over again isn’t necessarily classified as an easy and breezy job. But, as we all know, it is inevitable. In todays’ competitive market, all businesses must grab each tool that will help them thrive. And marketing is a mighty ally that everyone needs to attract returning customers, minimize costs, increase conversion rates, and enhance both customer and employee experience. 

Firstly, let’s see how and why customer journey mapping is essential for your marketing efforts: 

  • Your entire team will have a common goal they would be moving toward,
  • The favorable results would be easier to achieve due to a better understanding of your customers’ needs and priorities,
  • Your means will be more innovative, and your appearances will seem more fresh and appealing,
  • Customers will be turning into brand advocates, which will grant you a bigger pool of interested parties, 
  • You would obtain more positive reviews, testimonials, comments, and online recommendations, which will attract your targeted crowd and raise brand awareness,
  • All of your staff will see the bigger picture and understand the direction they should take. 

Although customer journey mapping is vital for your marketing strategy, that’s not the sole aspect you must pay attention to. Your most valuable assets include excellent customer service, your website (including its design and layout), and your sales team. Make sure to keep it all on your agenda. 

What Are the Four Different Types of Journey Maps?

Even though we speak of the different types of customer journey maps, they all have a single goal. Understanding your customers and adjusting to them is the aim everyone shoots toward. In fact, 84% of companies are customer-centric. 

The most noteworthy types of maps you should explore are:

  • Current state, which follows the customer experience as it is today,
  • Future state, which strives to showcase the ideal scenario from the customers’ perspective,
  • The tactical situation, also known as day-in-life maps, which analyze everything customers do and perceive within a particular area of focus,
  • Persona-based, which depicts every individual journey. 

There are other kinds of journey maps, but these are the ones businesses usually take into account. How do you know which one suits you? First of all, you must examine how much time and resources you have on your hands. And also, your end game plays a significant role. The type of map you pick should match it. 

How Do You Create an Effective Customer Journey Map?

If you truly wish to understand your customer experience, you must know the goal and purpose of your research and approaches and acknowledge the necessary principles to apply the data you gather. 

While marketers understood the buying process quite linearly in the ’90s and early 2000s, these days, we know that wasn’t the right way to see things. These days, you need a better-adjusted funnel. So, if you want to know how to create a customer journey map, follow these guidelines:

  • Know your buyers’ persona,
  • Understand their objectives by researching the market, prices, and collecting customers’ feedback,
  • Divide your map into segments that will cover every touchpoint,
  • Use Google analytics or a similar alternative to obtain the best results,
  • Be sure to identify all potential issues your buyers could encounter,
  • Prioritize when fixing the problems and be consistent and punctual. 

Mapping the experiences can happen at any time. Still, the ideal moment to create these portrayals is when your business is shifting, growing or scaling, switching focus, or starting to collaborate with an outsourcing company

What Is the Order of the Customer Journey? 5 Phases You Should Know About. 

Like all other processes, methods, and strategies, this one requires a structured approach. What does that mean? Starting from the top is essential. There are five main phases you should pay close attention to: 

  • Customer onboarding,
  • Pre-sale phase,
  • The stage that comes after the purchase,
  • Customer retention,
  • Brand advocacy.

Make a strong first impression that will help every customer understand what you are selling. And help them see that they can be guided throughout every step – if that’s what they need. `

Best Customer Onboarding Practices

Onboarding is particularly important. It determines whether someone will stick around long enough to understand and purchase your product or service. This process helps customers find, evaluate, and ultimately buy your goods. Why is it so significant? Well, according to every statistic ever, most people trust their guts and their first impressions. Be wise from the very start and make sure that your target crowd will follow your lead. Set a positive tone to increase your customer lifetime value, create long-term success and loyalty, reduce losses, upsell, and more. 

  • Know your customers’ needs and understand their pain points,
  • Offer videos, case studies, and other references that provide additional value,
  • Be responsive, accessible, and maintain pleasant and regular communication,
  • Provide extra insights on why your product or service is highly beneficial and let your buyers compare their current state with where they were before,
  • Collect your data, conduct surveys, and use multiple tools to gather and process the valuable information. 

Lastly, when you think it’s all done – don’t stop impressing your audience and buyers. Always go the extra mile. 

Pre-Sale Is a Vital Part of Customer Journey Mapping

This phase can be classified as a discovery and awareness stage. You should plan and build your marketing methods, get on with the information gathering, and researching. Any potential issue should be spotted at this point and dealt with appropriately. Right from the start, your customer service team must be well-organized and prepared to manage all types of customers. If you plan to have a call center or live chat to provide support, you should consider outsourcing for the best (and the fastest) results. Competitive prices, better quality of a product or service, more coverage and responsiveness, boosted social media presence, and a more advanced branding strategy should accompany this phase. 

Be Careful With the Post-Sale Phase

The most significant thing to remember is that you can never leave a void between the first interaction and finalizing the purchase. And once the item or service is bought – keep demonstrating your genuine interest. Show appreciation and acknowledgment, and your customers will react in the same manner. 

Boosting Customer Retention 

Retention isn’t easy, but it is way cheaper than acquiring new customers. And not just that. It provides you much more efficiency, grants a competitive edge, new incomes, more conversions, a larger customer base, and more. Ultimately, it helps you have a better, more productive, and satisfied team. To gain and retain customers, you should:

  • Be transparent and build trust,
  • Answer timely and do your best to understand all inquiries,
  • (Overdeliver) on what you promise,
  • Create a loyalty plan and offer discounts, surprises, and more,
  • Continuously re-evaluate your KPIs and set the bar high,
  • Use tech tools to achieve the optimal outcomes.

Still, continued communication and empathy are the best ways to keep loyal customers. 

Why Brand Advocacy Is Essential for Customer Journey Mapping

All the gadgets and tools we have at our disposal can’t compare to the good old-fashioned worth of mouth. Turning your buyers into brand ambassadors is critical. Their influence on the purchasing choices of others can quickly turn into an effective marketing strategy for you. Once you successfully plan the previous stages, this one will come naturally as a product of your good work. 

Customer Journey Mapping Is Crucial

Creating a customer journey map is invaluable. Every single aspect of your business will be positively affected by it. Just remember – always start from the top. Focus on developing a firm bond from the first contact with a potential buyer. 

If you know your buyer’s persona, their needs, struggles, and goals, you will be on the right track. Furthermore, you must continuously explore the market with its trends, tendencies, gaps, and ranges to map your progress and your customer experience properly. Use surveys and always ask for feedback – that way, you will be sure of where you’re going. 

And if you need help with boosting your strategies and mapping your customer experience, you should find a leading BPO company that will ease your path toward success.

Former tech recruiter, devoted to content writing. Focused on creating unique articles and helping companies showcase their culture.

Content Writer Picture
Tatjana Zotovic