A customer journey map is a visual representation of the customer journey. Just as valuable as the sales funnel , the customer journey map is key to visualizing the path that customers take when interacting with your brand .
Here's the step-by-step guide to creating the perfect customer journey map:
Step 1: Set your customer journey map goals
The first thing you need to do is answer the question “why do I need to map the customer journey?” . It could be that you want to improve the online shopping experience or understand what educational content they need to move forward in their purchasing decision.
By defining your goals, you can focus on what will help you get there.
Step 2: Define your buyer persona
Having a clear idea of your ideal customer phone data profile will help you create a tailor-made customer journey. To understand their motivations, needs and preferences, you will need to conduct interviews with interested customers or conduct user tests.
In this instance, it is important to focus on a single profile to accurately reflect that experience and not other possible ones.
Step 3: Identify all touchpoints
Make a list of each touchpoint your buyer persona has in their customer journey. Each of these interactions is an opportunity for your business to generate positive experiences and help users reach the purchase goal.
Step 4: Graphically represent the circuit with its key elements
It's time to represent the journey in a graph , with all the touchpoints connected to each other in a linear fashion. For each touchpoint , the buyer persona 's actions, motivations, and obstacles are described , as well as the resources needed to optimize the experience.
Step 5: Continuously test and optimize
Finally, it is important to test the customer journey experience, following the journey as if you were one of your customers. Recognize where it flowed and where you found obstacles, where there was a lack of information, etc.
Review the map monthly or quarterly to identify opportunities and continually improve the experience.