October 26, 2017
Defining the customer journey is one of the hardest parts of running a business. It requires you to get into the heads of people who may invest in your products and services and work out what they really want.
What drives them? What excites them? What’s likely to turn them off?
Consider this blog post your digital marketing consultant - it will explain how to map the customer journey and take a walk in their shoes.
You can think of the customer journey as a roadmap which details how a customer first becomes aware of your business and how they interact with it from that point onwards.
It’s the ‘sum of their experiences’, and if you can stay one step ahead of them, you’ll be able to deliver the best possible experience and put your business ahead of the competition in their eyes.
Let’s assume you provide a software-as-a-service platform to marketing professionals. Here’s how a typical customer journey might play out (we’ll call the customer ‘Sarah’):
What happens beyond stage seven falls into the realm of account management, but what plays out before doesn’t happen by chance - you need to be ready at every step of the way to capture Sarah’s attention.
Before reaching the stage of creating a wire frame for a website, smart digital marketing consultants will always suggest mapping the customer journey.
This is what will inform the web design and, at this stage, is far more important than focusing on traditional lead generation techniques.
It’s time to draw a map of the customer journey. This will lay bare every stage of their experience, just as in Sarah’s example above.
Think of each location on the map as a customer touchpoint - i.e. any time they come into contact with your company.
Example touch points include:
When you analyse these touch points and think about the journey as we did Sarah’s, it’s important to consider the following:
Remember that few customers will take the exact same journey and some will circumnavigate certain areas of your map entirely. It’s therefore vital that you work on as many scenarios as you see fit.
Look beyond Sarah. What about Paul? Or Emma? How might they interact with your brand, based on their persona?
Have fun mapping this journey - it’s your chance to remain one step ahead of your future customers.