Creating a Customer Journey Map
Understanding customer behaviour can be extremely challenging. This is even more so when your customer base is extremely diverse in what they like, what they’re looking for, and what they end up paying for.
What makes one customer choose a certain product, while another skips it altogether?
Why do some customers browse through your promotions, while others seem to gravitate towards products first?
If you can’t figure out why your customers behave in the way that they do and why, you could be running the risk of not being able to retain them for the long haul.
Not knowing how your customers think can be risky, but there is a way in which you can solve this, by creating a customer journey map.
What is a Customer Journey Map?
A customer journey map is essentially a visual representation of the ‘journey’ or process that your customer, or your potential customer, will make on your page (site). In other words, it maps out where they begin, and the process that they follow to find what they are looking for.
A journey map is a vital tool in not only acquiring new customers, but retaining them once they’ve clicked through to your site. An effective customer journey map should be able to not only document perceived customer needs, but their ‘pain points’ as well.
Defining an Effective Journey Map
Defining an effective journey map often begins with a spreadsheet wherein a range of data is captured. This would include key events that a customer completes, what is motivating the customer (what they’re looking for on your site), pain points (points of friction), and other elements that describe the users overall experience.
Once these points of data are collected, they can be combined into a visual representation or a journey map. In this way, you will be able to streamline the overall experience of your customer, adding touch points that improve the efficiency of your customers overall experience.
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