To succeed in business, it's important to understand how your customers' needs and behaviours are changing over time. A transactional relationship is not enough anymore — you need to build long-term, trusted relationships. One way to do that is to put yourself in your customers’ shoes and understand how they interact with your business.
That's where a customer journey map helps. An integrated customer journey map plots the various stages a person goes through when buying from your company. It lets you better understand the customer experience (CX), and will reveal where improvements can be made.
So how can you create a customer journey map and use it to improve your customer experience? Let’s start at the beginning.
A customer journey map is a diagrammatic representation of a customer's experience with your brand. It helps you understand the various touchpoints that customers have with your brand. It also allows you to identify pain points and opportunities for improvement.
Of course, not every customer experience is the same. Your customer journey map will show a representative journey relevant to a group of customers with similar attributes. That means you may decide to create several maps if you have significantly different audience groups.
Once you have mapped your customer journey, you can analyse it for potential problems.
Touchpoints – Channels and interfaces where the customer interacts with your business.
Moments of truth – High-impact experiences that define how customers perceive and relate to your brand.
Potential customer feelings – Alignment of customer experiences at every stage to the most likely customer sentiment.
A customer journey map typically includes a timeline of events that reflects the customer's experience throughout the entire customer lifecycle. This timeline can include events such as:
When analysing your customer journey, make sure that you fine-tune it by researching and interacting with your target audiences. This ensures that the customer journey map accurately reflects their actual experience and needs, letting you create more relevant and personalised customer experiences. To achieve this, you need to combine first-party customer data and analysis with customer feedback and target audience research.
When designed using thorough research and data-led insights, a customer journey map is a powerful tool that helps businesses become more customer focused.
Here are some more benefits of using customer journey maps:
Understanding the customer experience and identifying pain points helps you develop strategies to build resilience in the face of unexpected challenges.
Customer journey mapping also helps identify the customer segments that are most impacted by disruptions like a changing economy. This helps you adjust your marketing and sales strategies to match.
Even the most innovative products can’t help drive sales if they do not address customer needs. Customer-centric product development involves using customer feedback to create a product roadmap.
Mapping customer journeys helps you identify customer needs that are not being met by existing products or services, creating opportunities for new product development. It also enables businesses to prioritise product features and functionality based on their impact on the customer experience.
Eighty-eight percent of customers agree that the experience a company provides is as important as its products and services.
Customer journey maps point to areas where customer experience can be improved, leading to increased customer satisfaction and loyalty. For example, you can use your maps to compare the average time taken to resolve customer queries at different points of contact. This lets you identify where support can be improved and redesigned so that queries are addressed within consistent time frames across all touchpoints.
Mapping the customer journey allows you to track the behaviour of your customers at each touchpoint, providing valuable insights into how they interact with your brand.
Customer journey mapping is not set-and-forget. Continuous monitoring lets you identify changes in behaviour, preferences, priorities, and expectations.
With smart mapping tools, you can connect every interaction across email, mobile, advertising, and the web into a detailed, effective journey map.
Follow these steps to create your customer journey map:
Each customer journey map serves a specific purpose and offers different insights. Choosing the right type will help you achieve your objectives more effectively.
A few of the most useful map types are:
In a digital-first customer environment, mapping integrated, complex customer journeys is time, resource, and effort-intensive. Effective customer journey management needs cross-functional collaboration as well as customer journey analytics and mapping tools.
Sounds complex? To ensure that you don’t have to start from scratch, you can use our customer journey map templates — frameworks that help simplify the process and save you precious time.
A customer journey map template is a pre-designed framework that outlines the key stages and touchpoints of a typical customer journey.
A handy tool with pre-built fields, it provides a starting point for you to create your own customer journey maps, allowing you to customise the template to your specific needs and target audience. Templates may vary in design and format but typically include sections for customer goals, pain points, emotions, and actions at each touchpoint.
A customer journey map template helps you:
Unresolved customer pain points are the fastest way to lose business. Customer journey map templates provide structured frameworks that outline each step of the customer journey, making it easier for you to quickly identify areas of friction and implement solutions.
Here is an example of a customer journey map for a SaaS company, outlining the ideal customer journey for a new product:
By mapping out this customer journey, the SaaS company can better understand the customer's needs and pain points at each stage, and tailor their communication and support accordingly.
Customer journey mapping is becoming increasingly important for organisations looking to improve their overall business results. By identifying pain points and developing strategies for improvement, customer journey mapping is your golden ticket to winning and keeping customers, engaging more efficiently, and building lifelong trusted relationships.