Understanding How To Use Customer Journey Map

In our previous post, we tried to understand what is Digital Analytics and its application. Digital Analytics is an integral part of today’s business world which helps to map and understand the journey of a customer in the digital world. A Customer journey map tells us the experience of the customer he has with our business from the user state to the consumer state. A simple example of a customer journey would be when a user finds a discount ad for an e-commerce portal selling a particular product, he would go the portal and purchase the product, use the product, drop in a rating and a review if he feels like and then depending on his experience and need he might come back. This entire journey of a customer from the point when he sees the ad till the point he drops in a review about the product is the customer journey. When we map a lot of customers going through this journey, we build what we call a customer’s journey map.

A customer’s journey will help us understand what is it that customers desire and what is it that we have to improve. This helps the business to keep on improving in order to provide a better customer experience each time by helping the organization know more about their customers.

The Customer Journey Map Is Not Only Useful To The Marketer But For Other Parties Too Such As:

  • Designer: It will help him understand what is it that the user wants from the entire journey and accordingly create better designs for them.
  • Content writers: Based on what engages the most, the copywriter can understand the consumer’s mindset and accordingly create better contents for them
  • User experience designer: The customer journey mapping will help him to make any necessary changes to make the flow smoother and easier for the consumer.
  • Marketers: He plays a major role in managing everyone based on the data received and getting the final result in the purchase funnel of making a user the consumer.

So, Let Us Go Through Some Of The Steps To Understand How To Use The Customer’s Journey Map:

1. Understand The Objective Of Your Business And How Does It Fit With The Consumer Needs

It is very important to have a goal or an objective in your business. The marketing team works around this goal to create a rich user experience using various marketing tools such the website, social media platforms, online advertisements, etc. However, what is even more important is the fact that the business goal and objective should match with what the need of the consumer is or else there will always be a gap between your business and the consumer.

For example, for a dental implants company the goal would be to acquire those consumers who would like to get new implants as it has a higher return on investment. However, you realize that since this space is so appealing there are a lot of big players already present in your market. But there are not many who provide good oral care after the implants have been planted. The customer wants from your business is to provide care to maintain their implants but you want to serve customers who want to get new implants. Using customer journey mapping such gaps can be reduced.

2. Chalk Down The Various Stages When You Engage Your Consumers

Once your business goals and consumers goal are on the same page, it is very important to understand what ticks for the customers. The marketing team can visualise the various touchpoints they have planned for the customers leading to the conversion and crucial engagement post-purchase too for repeat sales.

Using digital analytics, we can find out whether the touchpoints determined by the marketing team is functioning the way it is supposed to. If not, which touchpoints needs to be revised or removed if not required.

For example, instead of first asking the consumers to go through the various dental services provided by the business and then redirecting to the contact us page so the consumers can get in touch with the business. It can remove that step and add a contact us form in the same page. So, the moment customer decides he need not move from the services page to the contact page but directly send in the details from the same page. This makes the overall experience of the entire customer Lifecycle less complicated. However, whether this decision is needed or not can be quantified with the help of digital analytics.

3. Understand What Is It That Customer Like And Not Like In Your Purchase Cycle

Once the purchase has been made, it is imperative to understand what is it that appealed your customers on the website and what is it that would be good to not have on the website or made changes to the way it already is into existence.

There are many ways to do that. Once the conversion from the user to the consumer has been made. The customer satisfaction team, marketing team, and the analytics team can work together to understand what is it in the customer journey from the start to the end that is being appreciated and not liked. Once enough data is gathered, it can be confirmed by the data gathered by the analytics team from the various touchpoints and new marketing strategies can be deployed to improve the consumer lifecycle.
For example, using the lead generated by the social media campaign for the dental implants company high probability consumers can be tapped for conversion. After making the calls using the details received from the campaign, we can analyze whether there is any target group is not converting repeatedly. This data helps us to understand that our ads are not for everyone and we can re-target our audience thereby giving us richer results, reduce the burden on resources and increase the value of our campaign.

4. Experience The Customer Journey

It is very important to understand the customer journey yourself. It will help uncover some interesting insights. You can experience how user friendly and impactful is the customer journey which has been implemented. It can also help us understand the user feedback received and will help to improve and deliver better experience each time.

It is also wise to go to the competitor’s website and see how is their customer journey and are they doing anything better than us which we can incorporate. Always try to experience the customer journey from the customers perspective.

For example, if you are having a third-party chat box included in the website which gives information on the various services available in your business. You can act yourself as a user and ask some queries which a customer would and see how it fares. You can even see how the competitor’s chat box is performing. This will help you get a very good grasp of the entire customer journey and if needed any specific changes can be made.

5. Create A Visual Customer Journey For Your Team

As a marketer, once you go through all these stages of the customer journey, it is advisable to have a visual image of the customer lifecycle. You can include your business goals, the various touchpoints for your customers, how these touchpoints are faring with the customers and what is your viewpoint on the entire customer lifecycle. This will help you to organise your thoughts and brainstorm newer ideas with the team to make the customer lifecycle better each time. It is imperative for any business to focus on what the customer needs, innovate itself continuously to be relevant with the customer.

Hence, these steps of a customer lifecycle should be done in collaboration with all the teams involved and on a regular basis to not be left behind as customers choice and taste evolves. However, it should be noted that with how complicated the entire world has become, it is not possible to map each and every scenario possible on your customer journey map when you have just started. It is wise to prioritize the most important audience, channel, segment, etc to work on it and create a customer journey for them. You will see how impactful it will be for all the parties involved and over the period of time you can keep on improving your journey map to make it better and more detailed.

In Order To Map The Customer Journey, Data From Various Sources Needs To Be Accumulated Such As:

  • Website analytics
  • Social media
  • Search engine data
  • Employees directly dealing with customers such as sales, customer experience team, etc
  • Surveys both closed ended and open ended

The world is changing so rapidly, and in this modern world the customer journey map helps us to understand how various engagement tools such as mobile, website, social media, etc function. This way not just the marketing team or the customer satisfaction team but everyone dealing with customers directly or indirectly gets to know their customers.

No matter how simple or advanced your customer journey is, our objective should never be missed. To engage the user at the right time in the ideal way and eventually convert him to become a consumer.

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