Having a clear understanding of the minds of customers can be a truly challenging task. You might even think that you have already accounted for their demands. But that is not true since various new technologies, buying trends and preferences emerge. In fact, studies reveal that around 70% of online shoppers deliberately abandoned their carts at the last moment.
It is also true that customers spend several hours adding their desirable products to their shopping cart. And in most cases, they end up closing the tab without even checking out the added products. This is very likely to happen when the product managers don’t have a clear concept of the customer’s journey towards purchasing.
A Brief Overview of Customers’ Journey
A Customer’s journey must be looked at as a multi-platform opportunity. This includes extensive interaction with your customers before, during, and after any sale. And when you understand your customers better, you provide them with the best experience every time they shop.
The ideal way to do this is by creating some appropriate and feasible customer journey maps. This will enable you to present all information about your customers at a glance.
Today, this article will give you valuable insights into the ways of representing customers’ journeys. Stay tuned until the end as we dive deeper into customer journey analytics. Let’s begin.
Customer Journey Map – What is it?
A customer journey map is nothing but a visual overview of how your customers interact with your website. Also, it provides a visual representation of how your potential customers experience your business and products across various touchpoints.
It is crucial for you to visualise the thoughts, actions, and emotions of your customers. And nothing other than a customer journey map will help you determine and understand your customers. In other words, a customer journey map will help you to identify the pain points that your customers encounter.
Steps to Create and Represent a Customer Journey Map
The time required for creating a customer journey map entirely depends on your requirements. It depends on the number of stakeholders and people you involve and the amount of data you can collect and analyse.
And if you are new to customer journey mapping, there’s nothing to worry about. In this section, we will discuss how to create and represent a customer journey map from scratch.
Set Crystal Clear Objectives for Customer Journey Mapping
You need to be clear about a few things before you can create your customer journey map. You must carefully determine your goals and experiences on which the journey map will be based. And accordingly, you might create a rough sketch of your potential buyers.
And once you have a clear idea about your potential customers, things become relatively more straightforward. Besides, this reminds you to direct every aspect of your customer journey map, particularly towards them.
Determine Your Potential Customers and Carefully Define Their Goals
The next thing you need to do is conduct research. You can even make the best use of user testing and questionnaires for acquiring valuable customer feedback. However, reaching out to potential prospects or customers is the only goal.
So it is always best to acquire feedback from those interested in your products and services. Also, it would be best if you reached out to those who have had some interactions with your company. You can put up some fascinating questions and ask your potential customers to fill out the answers.
Figure Out Your Target Customers
You will find a plethora of target customers that potentially interact with your business. But you need to channelise your focus, particularly on one or two different personas. You should remember that a customer journey map tracks the experience of one customer who takes a specific path.
So whenever you group multiple personalities in one journey map, it won’t reflect your customer experiences very accurately. And while creating your first customer journey map, you must always pick out the most common customer personality. You can even make the best use of a marketing dashboard so that you can compare and determine the best fit.
In fact, you can always create a new map for every different type of customer.
Make a List of all the Touchpoints
Touchpoints are those places within your website where your customers can potentially interact with you. So you must conduct research and determine all the potential touchpoints of your website. This will give you a clear insight into all the actions your potential customers perform.
Determine Your Existing Resources and the Ones You Need
The customer journey map you create will touch almost every part of your business. This is why it is essential to take inventory of all the existing resources. Besides, you will also have to figure out the techniques that you need to improve your customers’ journey map.
Put Your Feet in Your Customers’ Shoes
Once you are done creating your customer journey map, it is recommended to take the customer journey yourself. And analysing the results is regarded as the most crucial part of the entire procedure. This will help you figure out where the customer’s demand is not being met.
Make the Requisite Changes Wherever Applicable
After conducting data analysis, you can actually determine how you want your website to look. And in order to achieve your goals, you can seamlessly make the appropriate changes wherever necessary.
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Frequently Asked Questions
What are the top 5 phases of a customer journey?
The top 5 customer journey phases are as follows:
- Awareness phase
- Consideration phase
- Decision or purchase phase
- Retention phase
- Advocacy phase
What are the requisite steps for mapping the customer journey?
The seven steps for mapping the customer journey are:
- Research and analytics
- Creating customer personas
- Target touchpoints and devices
- Identifying and addressing customer pain points
- Monitoring and feedback
- Coming back to the table
What are the distinctive stages of mapping a journey?
The four distinctive stages of a customer’s journey mapping are:
What is regarded as the elements of the customer journey?
The Customer Journey is associated with four different elements, namely:
- Converting leads into customers
- Engaging potential audiences
- Fulfilling the expectations of customers
- Nurturing the customers
What do you understand by a customer touchpoint?
Customer touchpoints are those moments when a customer comes in contact with your brand either directly or indirectly. These touchpoints essentially make up for the customer journey. Besides, they are regarded as the key to influencing the customer experience.