“Every coin has two sides”, likewise every marketing strategy has two perspectives – a marketer’s viewpoint and the customer’s perspective. Only resolving the pain points on your side isn’t enough, you need to fix issues from your consumer’s end as well. Wondering, how can you do that? By creating a Customer Journey Map.
Of course, it’s not very easy to understand your customer’s experience. Especially now, when customers are using multiple channels to shop.
But, it’s inevitable to trace all the touchpoints to find out which channel is thriving and which is not. And, why are some touchpoints not as successful in bringing more conversions?
A customer journey map will be useful to analyze all these mentioned above.
First of All, What Do You Mean By a User Buying Journey?
A consumer buying journey is the movement of customers from awareness of your brand to the purchase of your products/services. Capturing the different stages of your user’s journey will help you to optimize your marketing strategies and improve your brand’s performance.
What is a Customer Journey Map?
A customer journey map is a pictorial representation of the path, which a customer takes through various digital touchpoints to make a purchase decision.
The customer journey map is usually designed in the form of infographics or in any pictorial way (which includes a combination of graphs, icons and charts).
It shows the point at which the customer starts interacting with your brand, moves into a search stage, and finally makes a purchase.
Yes, the user journey happens through various stages. Each stage gives insights about the brand’s reach and the response it receives from the user.
Let’s Look into the Different Stages in Customer Journey
There 4 main stages in the customer buying journey, they are:
Customers need to be familiar with your brand to make a purchase. Otherwise, they may not show much interest in your product. So, in this stage, your customer will get to know about your brand.
Now that your customer is familiar with your brand, he/she will consider buying your product. And, starts researching more about your product.
At this stage, your customer goes through product descriptions, reviews, and so on. Tries to gather more information about you and your products/services. When your customer is satisfied, then he/she moves to the next stage – the purchase.
Your customer is fully convinced about your brand/product and makes a purchase.
If something goes wrong at any of the previous stages, your customer will not make a purchase. Or rather will not reach the purchase stage itself. Hence, each stage plays a crucial role in the customer journey.
But, do you think your work will end with the purchase?
No! It would help if you considered the post-purchase stages as well – Experience and Loyalty Expansion.
This stage is all about user experience. If your consumer is happy with the product/service, then he/she will come back the next time. Hence, you should create a great customer experience. As a result, your brand will have repeat customers as well as loyalty expansion.
Congrats! Now you have a loyal customer who loves your products and keeps making purchases. As a compliment, this user gives positive feedback about your product and experience with the brand.
Feedback can be in the form of reviews, star ratings, comments, positive descriptions about the product, word of mouth, etc. This way, your brand gets popularity with other customers, who start knowing about your brand.
Therefore, the whole process works in a cyclic way. Now, drive your attention to the customer journey map.
Wondering, how the stages of user buying journey help in creating a customer journey map?
A customer journey map represents the customer’s interaction with digital touchpoints and their transition from one stage to another.
As a marketer, it’s crucial to understand at which stage is your customer backing off and why certain touchpoints aren’t effective? To do all this, creating a customer journey map is most important.
How to Create a Customer Journey Map?
Ideally, a customer journey map should help you get an overview of your user journey and experience passing through various touchpoints/channels. So, you need to create a visual representation of the consumer journey map as per the requirements of your brand.
Also, each customer journey map differs from one another because each consumer embarks on a unique purchase journey. Hence, each journey map is different.
However, there are specific parameters that will guide you in creating a useful customer journey map. They are:
Analyzing Your User Behaviours:
A buyer’s persona helps you to understand his/her interaction with your brand. Hence, analyzing your user behaviour is crucial, while creating a customer journey map.
Remember not to deviate from your strategy while considering the user personas. Consider one or two types of user behaviours while drafting the consumer journey map. Don’t overwhelm yourself with various traits of your customers.
Understanding Your Buyer’s Goals:
As a marketer, your primary goal is to identify what your customers are looking for. So, you can reach them with the right products they need. First, understand what type of products/services your customers require and then reach out to them.
Listing Out All the Customer Journey Touchpoints
What is a touchpoint? A touchpoint is the point of contact where a customer interacts with the brand. These interactions can happen through various online and offline channels.
So, whenever customers reach these touchpoints, their perception of your brand gets modified – it can be positive or negative. Hence, it’s essential to list all the different touchpoints in your customer journey map.
The various interaction points can be anything from websites to ad campaigns and social media to emails, etc. You need to find out and represent all the touchpoints in your map.
Determining the Trouble Spots
The idea behind customer mapping is to resolve the pain points of your customers and provide a consistent experience with your brand. To do so, you need to figure out the issues your users are facing with your brand.
For instance: Suppose, one of your customers has seen a product ad on Facebook, and he tries to purchase with the provided URL. It leads to a website page which contains a list of all products that the brand offers.
But, your customer is interested in only that product which he saw in FB and then your customer has to go through different pages to find that particular product. As a result, your customer may return without buying that product.
So, as a brand, you need to find a workaround to ease the process of your user journey from FB and to that particular product page.
Fixing the Trouble Spots
Of course, fixing the pain points rebuilds the trust of your customers towards the brand. A customer journey map pinpoints at the trouble spots and aids you in resolving those issues.
Take a Buying Journey Yourself
As a brand, you need to step on your customer’s shoes and take the buying journey yourself. It will throw light on various things that are hindering your business growth.
Indeed, taking a buying journey yourself helps you efficiently optimize your marketing strategies. Therefore, you can create an effective customer journey map by focusing on the aspects mentioned above.
So far, we have discussed how to create a user journey map. Furthermore, you’ll see the advantages of customer mapping.
Challenges While Creating a Customer Journey Map
Customer mapping is not an easy task. It comes with its own set of obstacles and due to which many businesses fail to create a perfect customer journey model. Some of the challenges are:
- Many companies face difficulty in collecting relevant data and segmenting the data.
- Lacking in skills to identify the crucial aspects of user journeys that need to be highlighted.
- Representing different customer behaviours in one map. Stuffing multiple customer personas into a single map will make it more chaotic and confusing. To get a holistic picture, you need to create a customer experience map instead.
- Updating the consumer journey maps as per additional user information, changing personas and requirements of the customers. You can’t use a single map all the time; it won’t be of much help after a while.
What Are the Benefits of a Customer Journey Map?
Building a consumer journey framework is not easy yet rewarding. It has the potential to revamp your brand’s image and improve your sales double fold. Yes, there are many advantages which your brand can derive from a customer journey map. Such as:
- Enhancing your customer experience
- Identifying the strong as well as inefficient touchpoints
- Addressing your customer’s needs at an individual level
- Improving consumer engagement with your brand
- Rectifying the customer issues with the help of a customer journey map
- Aiding in loyalty expansion
- Discovering new and potential customers
- Addition of new consumer touchpoints that are closer to the buying funnel
Of course, a buyer’s journey map is the best way to understand your consumer experience on an individual level.
However, if you want to combine all your user personas in one map, opt for a customer experience map. Therefore, you will be able to analyze your customer journeys in both ways.
Role of Customer Journey Map in Multi-Channel Marketing
User mapping is not only for better understanding of your customers, but it can significantly impact on multi-touch attribution models and multi-channel marketing.
Customer journey maps also aid you in creating personalized ads and provide a consistent experience across different channels; leading to a seamless multi-channel marketing or omnichannel marketing experience.
How AudiencePrime Can Help in Creating Customer Journey Maps?
AudiencePrime is an ad tech platform which has various ad tech features such as data onboarding, identity resolution, lookalike modelling, etc.
These features are very much significant for you to convert your siloed data for marketing efforts.
Likewise, each of these features is crucial to trace user journeys, user behaviours and the interactions with your brand.
Hence, all these features will enable you to create a flawless customer journey map which in turn helps in optimizing your marketing strategies.
Register with AudiencePrime today to access a wide range of ad tech features!
Customer experience is one of the most important factors in improving the conversion rate. Hence, you need various strategies and tool to identify and resolve consumer’s issues.
No doubt, a customer journey map is a perfect tool to understand your customer’s experience with your brand.
A user journey map will also help you in moving towards people-based marketing and enhance personalized targeting. Ultimately, ensuring your business growth and expansion of your customer base.