What is a customer journey map, & what are it's benefits!
As the word suggests, it's literally a 'Map'—a roadmap between an organisation and its end-user or customer. Also, a customer journey map is a visual board that designers use to empathise with people and find concrete ways to improve the user experience. It helps to build UX according to how the user's mind will function while using your SAAS product or a website.
For example, a consumer is on a journey from point A - when they land on your website to point Z - When a visitor becomes a paying customer. This is what a customer journey map depicts the path a user takes from the start of the journey to the fulfilment of a specific need.
Why to map customer journey before the actual development?
In reality, your customers manage 85% of their relationships online. As a startup, focusing on personalizing the consumer experience will help you in many ways, including product development based on market fit, marketing angles, sales, and overall growth.
Mapping the customer journey will help you understand the following things:
- It gives you the ability to enhance the customer onboarding process.
- Comparing customer expectations to the experience they actually get.
- Understanding the differences in buyer personas as they progress through the buying funnel from prospect to conversion.
- Putting your buyer journey in a logical order.
However, the most important benefit of customer journey mapping is that it allows you to understand your customers better. The more you understand their expectations, the better you can tailor the customer experience to meet their needs.
How to create a customer journey map?
Developing a customer journey map requires a thorough understanding of the buyer persona. Without facts and figures, you will create an unethical roadmap. Here are some ways to create one –
Creating a buyer persona :
The most effective method is to recall your vision and goal for starting a business. Why do you want to build one? What problem is your product solving? Who is your target audience?
It's important to note that having just one buyer persona isn't enough. People at various stages of the buying process will act and interact with your product/service differently, so it's important to distinguish between someone who has been doing market research for a few months and is ready to buy and someone who has only recently started thinking about solving their specific need (by trying your product/service).
And then divide all data into three categories,
- Buyer's demographics (age, location, work)
- Buyer's behavior on the internet
- Buyer's interest
This will help you to create personalized marketing strategies for your business.
Define stages and identify goal for each :
The awareness stage, consideration stage, purchase (or decision) stage, and retention stage are the four stages of the customer journey.
Your customer has identified a problem and is searching for a solution on the internet. So the awareness stage is about informing your potential audience that you have something to offer to solve their problem. This also allows you to learn why they're looking for a product and their purchasing motivations, which you can use to improve and build your future strategies.
Your buyer is considering what you have to offer and exploring your brand and competitors' offerings. The consideration stage lets you build trust with your customer. Customers love to explore homepages, browse product descriptions and prices, visit about pages & read online reviews before buying anything.
Your consumer has now gathered enough information to make a purchase decision. In this stage they will also experience the buying process, including email confirmations and shipping and billing FAQs.
Your consumer has completed their first purchase and rated their whole experience. This phase focuses on attracting and retaining loyal consumers. It typically evaluates the quality of your company's customer service, shipping and return alternatives, and future discount or subscriptions.
The phases you define for your map will depend on ‘why you're using it for?’ However, these are the majorly defined customer journey stages. Another interesting alternative is to focus on your client's journey from identifying an issue to calling customer service and receiving assistance. This helps you to maintain a healthy relationship with your customer.
Define marketing angles :
Now you have defined all the phases of your customer journey map. You can now specify each touchpoint the consumer will have within each stage.
Every time your consumer interacts with some component of your brand, whether it's via your company website, an advertisement, an online review, purchasing and using your services, or contacting customer service, it's referred to as a touchpoint.
It would be best to consider all of the multiple ways your customers can interact with your brand. You never know; it could be the game-changer for your product or brand.
What are the next steps after you've created a journey for your customer ?
Get feedback :
The next step is to determine what your consumers are thinking and feeling as they go from one touchpoint to the next and from one stage to the next. It would help more if you went on the customer journey yourself to experience firsthand what your consumers are going through. However, it's best to gather feedback from actual customers to include in your map.
Identify Areas for improvement :
Identifying which aspects of the customer journey require improvement is the first step toward improving your customers' overall experience. The next step is to come up with solutions for each pain point. It is critical to have a section of your map that addresses suggested solutions or opportunities for improvement if you want to get the most out of your map. After you've brainstormed ways to alleviate your customers' frustrations, you can make the necessary changes, conduct additional research, and re-evaluate the customer journey.
The customer experience—and your route map—will vary as your brand evolves. As your brand seeks to develop better experiences for your customers, it's rare for a customer journey map to remain static for long. Evaluating customer journey maps regularly is considered a good growth hacking practice. However, if you want to learn more about how to create a precise customer journey map to scale; TheStartupBros is here to help you.
Reach out via mail email@example.com. Or visit us www.thestartupbros.io