How To Map Out The Customer Journey For Your Business
As with many things these days, knowing the math and mapping out a process gives clarity on achieving a goal. Hence, the customer journey mapping makes it possible to visualize all the points of contact between your brand and your customers.
The journey mapping work makes it possible to define areas for improvement in customer relations.
It also allows you to identify key interactions, to standardize and streamline the customer experience at every stage. More broadly, to acquire a deeper understanding of your customers, their motivations, their behaviors, their satisfaction.
Defining Customer Journey Mapping.
This technique of mapping the customer journey is increasingly used by many brands.
In the context of the profusion of channels and points of contact, it is simply necessary for a more efficient and effective relational and marketing strategy.
Also for businesses wanting to place the customer at the heart of their strategy and adopt a customer-centric approach.
Hence, mapping is the basis from which the company will be able to identify and prioritize projects for optimizing the customer experience.
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There is no one model you can use… just because no two clients are the same!
But the most important aspect of creating a customer journey map is looking at the process as a whole.
You will therefore need to do two types of research:
The first thing to do is analyze your website.
- Know exactly where your customers are at any given time.
- The amount of time spent with your business.
- The moment they leave your business.
It is also important to acquire data about your customers. Social media is a technological and efficient way to find out how they are thinking and what they are feeling.
For instance, if a prospect or customer is satisfied (or unhappy) with their experience with your business, they can easily share their experience on digital channels.
Satisfaction surveys can help you gather anecdotal data.
Step 1: Remember the customer is always king
This assertion is still valid today. This is one reason why you should put yourself in your customers’ shoes and do all your planning around this motto. But if you think it’s an easy thing then you are wrong. It will be a long road.
Remember, the customer is the reason for your business. Many executives often overlook this important detail and focus solely on SEO, marketing, or branding. Yes, these are all critical aspects of running a business, but they are not enough if you want to maximize your profits.
Step 2: Identify customer touch points
Whenever a customer comes into contact with your brand, whether before (during an advertisement); during (when they visit your online store or physical store); or after (by posting positive or negative comments, sending feedback), you have the opportunity to increase your sales. These interactions are often referred to as touchpoints
With the information you get from these interactions, you can identify obstacles in the customer journey.
Step 3: Create a chart
Creating a chart shouldn’t be too complicated. The bottom line is that it must include both analytical data and anecdotal research data.
It would also be best to highlight the times when each customer stops interacting or is frustrated so that your team can adjust their strategy.
It is important to document the map and make it implementable by anyone needing to use it.
If you want to empower your employees to organize and improve the customer journey, you can use the information you get to increase your bottom line.
Customer journey mapping is a creative process, the goal of which is to help you understand (and possibly redesign) the customer experience.
In other words, once you manage to create one, it is supposed to be a catalyst for change.
At this point, you should therefore have a visual representation of your customer’s buying journey. But as you very well know, a map without details is a useless one-to-one map.
Conversely, if you load too much detail into your mapping, it may overwhelm your employees and make it difficult to understand. So your employees will no longer know what to focus on.
Customer experience management software like a CRM can make your job easier. It cuts down on the time you need to invest when you want to understand the customer journey while allowing you to document yourself every time a customer interacts with your brand.
Providing a 360 ° view of how customers engage with your business, CRM also helps you know where you can make improvements to make every customer experience a positive one.
How the customer journey can help your business.
Tracking the customer journey is very important, as companies don’t see their sales increase until long after initial contact with their prospects.
If you want to thrive in your business, it is therefore important to follow up, to measure the satisfaction of your customers at every stage of their purchase journey.
Thus, you will be able to exploit your strengths; anticipate problems before they arise, and correct your business strategy for continued operational value.
In summary, knowing your customer journeys allows you to:
- Know where customers are interacting with your business,
- Determine if the customer journey takes place in a logical order,
- Focus on their specific needs at different stages of your sales funnel,
- Have an outside point of view on your sales process,
- Identify the gaps between the desired customer experience and that received by your customers,
- Highlight your priorities in terms of developing your customer portfolio,
- Focus your efforts and expenses on what matters to maximize the effectiveness of your business actions.
As your relationship with a customer grows, your card will allow you to improve the customer experience in the short term (after purchase), but also in the long term.
Chatbots can optimize the customer journey
Thanks to advancements in technology, chatbots have become a simple, fun, and must-have way that can help your customers find what they’re looking for and improve their online customer experience on their own.
Chat apps like WhatsApp and Facebook Messenger allow users to access different services through chatbots.
Chatbots are also business tools, designed to provide excellent customer support for a lower investment.
They offer friendly business advice, and instant help with basic and recurring answers to consumer questions.
Of course, chatbots are still in their infancy, but they are already starting to redefine the concept of B2B marketing. One of its greatest strengths so far has been to speed up the buying process, reducing the number of steps between first contacting your business and completing a purchase.
At the same time, chatbots can greatly reduce the friction between different touchpoints, thus increasing the conversion or retention rates of your prospects and customers.
Example of using a chatbot
Suppose someone is looking for their next pair of jeans and lands on your online store. It will therefore browse your category page until it finds the pants it is looking for.
After several clicks on your catalog, he will press the buy button and see that you have the wrong size in stock. You now have a frustrated buyer and it will be difficult to convert that prospect to a customer quickly.
The real issue in this scenario is how much of a barrier the customer hits in their buying process. Of course, you can set up filters to help it narrow down the results, but it will still have to be with a lot of irrelevant products.
Be aware that a chatbot can eliminate this kind of obstacle and create a much faster buying process.
Reduce friction on each of the interactions
To avoid possible friction during the exchanges between your consumers and your company, you can integrate a chatbot into your site. It is designed to conduct a natural conversation with your online store visitors. Customers just need to type in the model, color, or size of the jeans they are looking for.
Equipped with artificial intelligence, the robot can quickly understand the needs of the customer and only show the products that are in stock, in their size. The problem can therefore be solved almost instantly.
Better yet, the chatbot can remember the user’s preferences for their future interactions with your brand. This will make his experience more personalized when he searches for other products on your site.
Result: the prospect’s conversion rate is higher and, conversely, the cart abandonment rate will be lower.
It is emphasized that there is no standard way to map a customer journey. You will therefore need to find what best suits your brand. Still, the few tips we’ve provided should give you a good head start over your competition, by better understanding your customers’ buying journey throughout their lifecycle within your business.
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