Six Tips To Create An Effective Customer Journey Map
A customer journey map is a holistic approach to help you understand the flow of user experiences when they are connecting with your business. Everyone is unique, hence different customer reacts with your business differently. Here are a few tips before you mapping your customer journey.
#1 Understand who are your shoppers or buyer persona
Do you have any idea about who are your potential customers? What is their demographics information, age group and interest topics? Without understanding who is your customer, the majority of your work with the customer journey can be in vain! Hence, it is important that you have ho through survey, collecting and evaluating all existing data about your potential customers. For instance, conduct surveys through literature collection, online questionnaires, and offline interviews. Once you have the basic demographic information about your customers, then you can start to create a user persona and segment your customers. Now, you knew your customers’ sex, age, education background, marital status, location, job position and interest topics. It will give you a basis for understanding their values. People with different generation will have different behaviour and lifestyle. So, you have to apply different marketing strategy to approach them.
#2 Understand your customers’ goal & objective
After you have your buyer persona built, the next step is to work on understanding what is your customers’ goal. How they solve their concern using your service or products? You have to dig deep to understand what they want to achieve. You can track your customers’ behaviour and activities by using analytic tools. If your customer already subscribed to your business before, the first thing they do will be login into their account and then only start to search, compare, and purchase. In contrast, a new visitor on your website probably will learn more about your business before they decide to make any purchase. You can also use survey forms to collect users’ opinion and feedback on why they purchase your products or abandon your cart. This will give you a complete picture of how to improve your business.
#3 Map out your customers’ touchpoint
Customers’ touchpoint refers to the customer comes to connect with your business. It can happen any time which is before, during, and after they purchase your service or products. Therefore, you have to find out which channel your customers use to gather information about your business. For instance, through blog, social media influencers, search engine platforms and social media group. Moreover, the touchpoint is not limited to online resources only, but it can also happen through offline, phone call or in person. Some channel may have performed well and brought more sales to your business. However, you should make sure that all your channels are working well so it would not upset your valued customers and continue to bring more value and happiness to them.
#4 Identify customer pain points, behaviour and why they abandon your shopping cart
Do you know why your potential customers did not convert to your business? The first thing you must find out is your customer pain points. There are several things that your customers will go through before they abandon your shopping cart or leave your business. For instance, financial or budget pain points, process pain points, productivity pain points and support pain points etc. * Financial pain points – The product quality is not worth with the price and its life expectancy are lower. * Productivity pain points – Time-consuming products and difficult to use. * Process pain points – Poor website experience and the button of the website is not functioning. Most likely, users will abandon their shopping cart. * Support pain points – Don’t have a customer support team to assist customers questions after they have purchased the products, it will largely affect your customer retention and customer loyalty.
#5 Focus and solve the main issues that customers face
Do your customers complain about what’s making them upset or frustrating? Then you should look into it seriously. If they frequently complain about how complicated your website loading speed, it’s probably time to revamp it and make things easier.
#6 Keep update and improve the customer journey map every 6 months
As a conclusion, your customers’ behaviour is constantly changing and evolving, the same goes to your customer journey map. Your service and products will be updated from time to time, therefore your customer journey map has to tweak accordingly as well. If possible, update and improve your customer journey map every 6 months.