A Customer Journey Map or Customer Experience Map, is a marketing and design thinking tool that allows to know the path of a customer or digital consumer when interacting with a brand, product or service.
How to create a Customer Journey Map
The Customer Journey Map allows you to analyze the customer experience path and define each of these steps in a visual, systematic and organized way, in order to understand how they feel, what attracts them, what they like and what they do not like, as well as the elements that we can and cannot control.
Unlike traditional sales funnels, the digital Customer Journey Map is not linear and the target audience often skips steps and even runs them in parallel. Therefore, it is important to visualize everything, in order to generate the most appropriate strategy.
Elements to create a Customer Journey Map
To elaborate each of the stages, interactions, channels and elements that our target audience goes through from one point to another of our customer experience map service, we must define:
- Buyer persona
When we talk about the buyer persona, we are talking about our target audience. These are different archetypes with different needs and in different phases of the conversion funnel that we want to reach by segmenting our digital marketing strategy.
To define the buyer persona, a kind of X-ray of different types of audiences must be made and put together: From naming them, age, defining their socio-economic condition, habits, fears, needs and tastes to defining their thoughts and attitudes. This can be accomplished with another tool called the empathy map.
In this way, the buyer persona is the key element for your digital marketing strategy, since it is one or more representations of the profiles that represent your target audience and how they relate to your brand, product or service.
- Timeline or phases of customer experience
The timeline is usually drawn on an X axis and indicates chronologically the events that the buyer person goes through during the purchase experience or use of the service, regardless of their phase in the conversion funnel.
Depending on the product or service, the phases are usually:
2.1. Presale or research
In this stage the need is generated and the client or user is just investigating what is related to characteristics, quality, price, advantages, disadvantages and opinions of the product or service we offer. That is why a good digital marketing strategy is important, in which both SEM and SEO complement each other properly.
2.2. Sales and user experience
In this phase, the buyer persona is in the process of executing the purchase. Therefore, it is important to provide the best experience in terms of content, service, user experience and usability of e-commerce. It is not enough to offer information on a product, but it must be attractive and induce an informed purchase.
2.3. After-sales, remarketing and evangelization
After-sales implies everything related to the moment after the purchase or use of the product or service is closed. It ranges from attention to doubts or claims, exchange and return policies, application of guarantees, offering related products to generate cross-sales and even CRM details for the user or customer to recommend the brand, product or service.
Obviously, each phase implies the achievement of a different objective within the digital marketing strategy.
- Contact points
They are the channels through which the customer has interactions with the brand, product or service. It is about own, earned and paid media that are part of the digital ecosystem.
Interactions involve the way in which the customer exchanges situations and lives the user experience with our brand, product or service at specific times. To the extent that circumstances are controlled invisibly or planned, better visible interactions will be achieved.
- Customer emotions
Each interaction that the client has with the brand, product or service awakens emotions that can be positive, negative or neutral. Anticipating situations and learning from mistakes allows to generate an optimal, pleasant and effective user experience.
The ideal is to capture all the elements of the digital Customer Journey Map in a graphical way in order to visualize all the aspects involved, critical points and analyze how they interact with each other within the digital marketing strategy.
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