A customer journey is a visual representation of a customer’s experience with a brand or business. Fundamentally, the customer journey is a process by which customers interact with the business to accomplish their (buying) goals.
Customer Journey Advantages
Knowing the customer journey helps a business to understand how its customers behave while interacting with the brand. A company can understand the requirements of customers and the hurdles they face while achieving their goals. Customer journey helps businesses to remove hurdles coming into the ways of customers and boost the conversion further.
Customer Experience Benefits
In today’s competitive era, a good customer experience proves an additional factor that decides how a business is better because everyone provides the same quality of products. Still, buying experience may differ, and business has to take advantage of that so-called “Good Experience” to boost the brand in the market.
Customer Journey Is Intricate
The customer journey is never linear. It may be forth and back, cyclical, or multi-channels, thanks to recent Omnichannel developments. So, for visualizers, its presentation becomes a challenge, and people adopt a variety of methods to display customer journeys, including drawings, Google Sheet, and infographics.
Multiple touch points are making customer journey mapping difficult. For the sake of your knowledge: Touchpoint is an instance where customers can form an opinion of your business.
- For online journey ads on SERPs and social media sites, links, review sites, your website, marketing stuff, etc.
- For an offline journey, they could be billboards, print material, ads through audio visual channels, and much more.
What Should You Include In A Customer Journey Map?
It’s a typical but unavoidable question: what should you include in a customer journey map? To be concise, I will say:
Buying Process: The buying process can be a significant milestone in the customer journey. Therefore, it would be best if you enlisted them horizontally.
User Action: This element gives details of what a customer does in each stage of the buying process. For instance, they might watch a demo video or take an opinion of their social circle. It demonstrates how customers reach their goals.
Emotions: During the buying process, the customer is solving a problem. It evokes some sort of emotion. For example, happiness, relief, excitement, and even worry. Suppose the process is long and intricate. They feel different kinds of emotions at each stage of the buying process. By listing emotions, you can eliminate negative emotions from the path.
Pain Points: These are negative emotions, and a business has to mitigate them throughout the journey.
Solutions: When a business mitigates pain points, it results in a positive mood, and thus, a business wins customer loyalty forever.
What Are Stages of a Customer Journey Map?
Most commonly, the below given five stages are found in a customer journey map.
Awareness: It is a starting point. It begins when a prospective shopper finds your products or brand. Then, by asking the customers, you can know how they found you. Be it SERPs; be it social media; be it paid ads.
Consideration: At this stage, prospective shoppers take an interest in your products or services and engage with your content beyond mere browsing. This stage tells about engagement.
Conversion: This stage begins when prospective shoppers add something to the shopping cart and finally pay for it. Thus, your prospective shoppers become actual customers.
Retention: When happy customers return again and again, they become your loyal customers. This stage decides your retention rate and the success of your ecommerce.
Advocacy: At this stage, your loyal customers become your brand advocate and recommend you in their social and professional circles.
How To Create A Customer Journey Map?
Well, you know the stages of a customer journey, and now it is time to learn how to create a customer journey map.
Step 1 – Set Objectives
Before doing anything on the creation of a customer journey map, you need to ask several useful questions, such as:
- What are the goals of this map creation process?
- For whom are you creating it?
- What experience is it based upon?
Step 2 – Prepare Customer Persona
The answers to the question we thought above will lead to creating a user persona. I hope you are familiar with the creation of a user persona using a suitable template. Interviews or feedback from actual users can give an accurate user persona. Moreover, you can take the help of various user testing methods to verify your assumptions.
You must remember that you will create more than one user persona, but focus on only the selected persona, not all. In due course, you must narrow down your selection based on the most anticipated target audience.
Step 3 – Enlist All Touch Points
We are already familiar with the touch point term. Now, it is time to enlist all possible touch points. It gives you information about your customers’ actions during the journey. Touchpoint can give you insights into how the objectives of your website are easy and how customers are accessing them.
Step 4 – Identify Map Elements
Typically, all parts of your business are involved in the customer journey. However, some parts are more important than others, and you must decide through a customer journey map.
Step 5 – Fix the Resources
If you identify all map elements taking part in a customer journey, you can know their significance and mend them when they act negatively in the path.
The best way to create an impressive customer journey map is for you to participate in the journey and get the complete experience. Moreover, you need to review your customer journey map quarterly or annually and revise it if needed.
Who Takes Care of Your Customer Journey Map in Web Development?
Only the team which knows the significance of a customer journey map will use it in web development and create websites or web applications with an excellent user experience. RP UXCollab is that team of UX developers who take care of your customer journey as important while doing web development. Would you like to talk to the team? Please make a call and discuss how they will bring the best UX to your project.