Hey, we’ve all done it. You know what I’m talking about (Right?) It’s often easy to dismiss a customer journey as simple – you offer a product or service, and the customer buys it. But! The customer journey is far more complex than that. Customer experience can be just as important as the product or service itself. Therefore, customer journey mapping has become so important.
The shift to e-commerce has redefined customer expectations. Customers expect to order anything online and have it delivered to their front door. They also use lots of different channels to communicate with businesses like email, phone, text, social media, in-person etc.
A customer journey map is a visual representation of customer touchpoints with your business; from the first interaction through to the final delivery and payment. It helps businesses step into the customer’s shoes to see things from their perspective, find pain points and look for ways to improve.
How do I create a customer Journey Map? And why should I?
Touchpoints are drawn out, including the ads, website, social media channels, sales team and so on. User journeys are then created from these touchpoints for each buyer type. For example, people in their 20 and 30s may become aware of offerings via social media, they might research it online, read some reviews and make a purchase using their laptop, tablet or mobile phone.
There are many benefits to creating a customer journey map. They let you optimise customer experiences, and they make it easier for customers to make a purchase decision.
Travelling through the mapping process also helps you to understand the customer experience first-hand and spot ways to make the customer journey easier, more enjoyable, or more efficient.