The more steps involved to complete the specific action, the more detailed the customer journey map will be.
With the goal to improve the overall customer experience, customer journey maps help your company maintain a customer-centric mindset, identify any bottlenecks or siloes, and quickly spot what needs to be addressed. Businesses often have multiple customer journey maps, each reflecting a different area where the customer engages with your business or brand.
Customer journey mapping tools are found in many CRM systems— they can be created with stand-alone software or tools, or even be completed with a pen and paper.
The benefits of customer journey mapping
Customer journey mapping is an excellent way to learn more about channel performance, customer engagement, and customer needs. Here are some of the benefits of customer journey mapping:
Clarify channel performance.
Help spot bottlenecks or see significant successes—a visual representation helps you easily identify areas that need your attention.
Understand customer needs.
Create a level of familiarity with the customer experience that you may not have had previously.
Offer direct insight that can help determine the next steps based upon the actual experience of the customer.
Improve the customer experience.
A consistent drive to improve the customer experience can boost sales and increase customer loyalty—and customer journey mapping can be instrumental in your efforts.
What type of customer journey map should you create?
You might be surprised to find that there isn’t a “correct” template or way to do a customer journey map—what you track will be specific to your business and your customers. However, there are a few common types of customer journey maps.
Providing a broad overview of all the ways your customer engages with your company, current state customer journey maps are the most commonly used. Current state customer journey maps are often found in the following scenarios:
- User experience (UX)
Track how your customer engages with your website, application, or software.
- Marketing and sales automation
Track the journey your customer takes when finding out about your product or service and becoming a customer.
- Customer experience
Track the lifecycle of the overall customer relationship, from awareness and acquisition through to delivery and service.
Focusing on the mood and mindset of the customer, day-in-the-life customer journey maps track actions, sentiment, and engagement touchpoints to offer unique, customer-specific insight.
Used when planning an upcoming product or experience, future-state customer journey maps help you plan and prepare the type of customer experience you would like to offer.
Working in conjunction with another customer journey map, the service blueprint acts as an additional layer, helping clarify what systems need to be in place in order to deliver the customer experience you intend to provide.
Step 1 – Develop a customer backstory
Who is your customer? Take the time to list everything that you know about them: Details, motivations, and what he or she does across the course of a day. Build as much of a backstory as you can; the more detail you have about your customer, the more accurate you can be in creating a thorough customer journey map.
- Outline pain points, goals, needs, etc. What does your customer struggle with throughout the process? What are the customer’s goals? What does your customer need? Get clear on the main pain points that motivate the customer to act.
Why use customer journey mapping tools
Building a customer journey doesn’t have to be difficult—customer journey mapping tools are often built into marketing automation, streamlining the process of creating and sharing customer journey maps. They’ll help you:
- Stay proactive with a real-time view.
Build live, digital customer journeys that offer accurate, up-to-the-minute knowledge of funnel performance—empowering your team to take the right action.
- Create unique pipelines based upon customer behaviour.
The ability to scale, pivot, and build unique views helps you customise your customer journey maps to convey the information that matters most.
- Offer seamless, personalised experiences for your customers.
Build live customer journeys organised by segment to deliver unique, personalised experiences.
- Improve the customer experience across all touchpoints.
Customer journey maps help identify areas that need to be addressed, allowing you to continually evolve the customer experience.
- Build customer journeys quickly with an easy-to-use interface.
Where paper-based, static customer journeys take time to prepare, customer journey mapping tools help you build customer journeys in minutes.