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Do you wish to implement a customer journey map in your organization practically? If yes, check out these customer journey map examples to emulate their success.
Customer Journey Mapping is a critical aspect of any business. It is the exercise of creating an outline of the typical direction a prospect moves to become a customer finally. It breaks down the entire process of conversion into chunks of phases in the journey. It provides a detailed view of the journey of a prospect rather than just showing the end result. This helps businesses make many fundamental improvements and avoid any slippage of customers through cracks in plans.
Are you planning to implement a customer journey map in your organization? Then you have landed at the right place! Here, in this blog, we are providing five great examples of customer journey maps that can motivate you to create your customer journey map. What more? The blog also talks about the nitty-gritty of customer journey mapping.
In B2B environments, the buyer is not always a single person. In such business models, there is more than one person involved in decision-making. This customer journey map is well constructed and provides in-depth details. The map shows that the different stages of the customer purchasing journey go beyond awareness, customers’ research, consideration, and purchase. The map also provides content recommendations and the goals to be achieved at each step.
This is a clear and effective SaaS customer journey map. As the business model, the SaaS buyer’s journey is laid upon the foundation that the customers will continue their journey with the company. Therefore, the maps must include customers’ returns as well. The given customer journey map is so effective because it visualizes seamless movements and customers’ feelings at different stages of purchasing the subscription software.
This customer journey map may look a little more complex than the previous two examples. But, if you look closely, it is quite easy to understand. With its visuals and graphics, it looks more attractive. You can also make your customer journey map visually appealing, but it is not the most important thing. What is more important is the relevance of information put on the map. This map contains all the relevant information about the customer’s journey and details of each phase.
This one is an example of a little more detailed customer journey map. It divides the customer journey into phases and also talks about different parameters for each stage. The map gives details about customer activities, customer goals, touchpoints, experiences, and sentiments. From the viewpoint of the business, it also lists ideas to improve each stage, KPIs (Key Performance Indicators) of each stage, and the name of the respective department that needs to lead each stage of the customer journey.
This customer journey map is an example of a well-detailed customer journey map. One of the best things about this map is that it is detailed yet not complex. You do not need to add complexity to your customer journey map. The simpler your map, the easier it would be to understand, share and collaborate with team members and implement it for your business growth. The map beautifully combines touchpoints to the purchase journey.
So, you are inspired to create your own customer journey map but are wondering where to take the first step? Do not worry. We have your back. Let us quickly guide you through the process of creating your customer journey map from scratch.
Like any other business process, the first step in creating a customer journey map is to define the objective. Without having a clear objective in your mind, you cannot proceed to make an effective customer journey map. When you know your objective, you can easily identify the problems and pain points standing in the path of your end goal.
If your business plans are customer-centric, you must already be aware of your customer persona. But, if you do not have an idea about your target customer persona, you need to slow down here. Before creating a customer journey map, you need to have a vivid idea of your customer persona.
Let us understand the importance of customer persona in the customer journey with a quick example. If your ideal customers are millennials, they are more likely to begin their journey by researching your product online, and they would prefer to be contacted through emails. On the contrary, if your target audience is people from the older generation, their research would most likely start with an offline store, and they would prefer to be contacted over phone calls.
Now you understand every stage of a customer’s journey is affected by the customer persona. So, you need to define it very clearly. You need to know about your target audience’s age range, geographical location, profession and preferences, and a lot more things. You can and most probably will have more than one customer persona. For each persona, you will need to customize a separate journey map.
Once you know the customer persona, you need to understand the phases of your customer journey. While different organizations and industries have distinct types of customer journeys, the basic phases for all are the same.
A typical customer journey starts with awareness about the product, service, or brand that can solve an existing problem or soothe a pain point. The prospective customers then start their research about the available options or the best solution to their problem. Then comes the stage of consideration. At this stage, the customer may compare you with your competitor. This is the stage where customers seriously consider your worth. The final stage is the purchase. It is here where the final decision is taken.
You need to know your customers’ goals, their emotions, and their possible pain points at all these various stages of the customer journey.
Now that you know the path through which a prospective customer can come to you as a customer, it is time to recognize your touchpoints. The touchpoints are any place where your prospective customer engages with you. Different touchpoints are relevant for distinct phases of the journey.
For example, your social media pages can be a more relevant touchpoint at the awareness level. It is the place where your prospective customer becomes aware of you. A customer review of your product or service can be a more relevant touchpoint at the stage of consideration. Your customer care services can become the most relevant touchpoint at the purchase stage.
Unless you recognize the touchpoints, you cannot work on implementing a customer journey map. It is the step required to tell you what to do at each stage to attract customers and keep them engaged until they do not convert.
Once you reach step 4, you will be well-equipped to find out gaps in your previous planning. It will make you capable of finding the points from where your customers slip away. Pay attention to finding and filling those gaps, and you are ready for success.
Your aim should be to make your customer’s journey seamless. If there is anything that produces a hitch in the customer journey, it needs to go. You must find out where and why you are losing your customers. Once you figure this out, you can fix the problem and rest assured of a boost in your conversion rate.
We are sure you have learned enough about customer journey mapping through this write-up. And you must also have gotten inspiration from the given examples. So, now it is your turn to customize and create a customer journey map for your business.
Always remember that every business is unique, so you need to customize your map according to the journey of your prospective customers. You can take inspiration from the above-given examples but do not copy any of them. You should also know that customer journey mapping is just the first step. Once the map gets created, you need to implement it well in all the customer journey phases.26
And yes, do not forget to revise your customer journey map every few months to ensure it is still relevant. Like most of the other important aspects of your business operation, customer journey mapping is a dynamic thing that should be regularly revised and updated.
Stanley Deepak is an accomplished sales and marketing professional with 15+ years of experience. He loves tech products and book reading. He writes on philosophy and culture on LinkedIn.
Published 25 May 2022, Updated 25 May 2022
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