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The Journey Phases
This implies the different stages in the customer’s journey. They may vary as per particular scenarios. Each company can use data to analyze what these phases are as per the corresponding situation. Here are some examples:- For a B2B scenario (like rolling out an internal tool), the stages could be purchase, adoption, retention, expansion, advocacy.
- For a big (or luxury) purchase (like test driving and buying a car), the stages can be engagement, education, research, evaluation, justification.
- For an ecommerce scenario (like buying Bluetooth speakers), the stages can be – discovery, try, buy, use, seek support.
1. Set clear objectives
Before you can dive into creating your map, you need to ask yourself why you are making one in the first place. What goals are you directing this map towards? Who is it specifically about? What experience is it based upon? You can start by writing down the objectives on sticky notes or use a customer journey template. A customer experience map will help you narrow down one specific interaction with your business. You can have individual customer experience maps for each of the following scenarios of your business:- Reading your blog or exploring your website
- Interacting with a customer support agent
- Visiting your store or your ecommerce site
- Using your product at home or work
- Interacting with sales during the process of becoming a customer
2. Profile your personas and define their goals
Next, you should conduct research. Some great ways to get valuable customer feedback is through questionnaires and user testing. The important thing is to only reach out to actual customers or prospects. You want the feedback of people who are interested in purchasing your products and services and who have interacted with your company before or plan to do so. TIP: It’s best to pick your most common customer persona and consider the route they would typically take while engaging with your business for the first time. You can use a marketing dashboard to compare each one and determine which would be the best fit for your journey map. Don’t worry about the ones you leave out, as you can always go back and create a new map that’s specific to these customer types.3. Monitor how your customers move on your site
It’s important to understand how users move through your website. For example, if you’re offering a discount code to all first-time visitors, then why is the sales low? The offer (or, ability) might be great, but consumers still lack the motivation to buy. In this case, it doesn’t matter how much products are discounted. This common scenario can be uncovered with the Behavior Flow report from Google Analytics. Make sure to examine different segments of users, whether it’s first-time visitors, returning visitors, purchasers, or create a custom segment for visitors with long session durations but no purchases: Google Analytics: Behavior Flow Look for trends, like specific drop-off points were so many users are leaving your site without converting. What page do most first-time visitors view after landing on your homepage?4. List out all the touchpoints
Touchpoints are all the places on your website that your customers can interact with you. Based on your research on Google Analytics or basic research on your CMS dashboard, you should list out all the touchpoints your customers and prospects are currently using, as well as the ones you believe they should be used if there is no overlap. Apart from Analytics on your website, you need to determine how your customer might come across you online. These might include:- Social channels
- Paid ads
- Email marketing
- Third-party review sites or mentions