How to build a memorable customer journey map

In this day and age, it’s almost impossible to get lost, what with the access to GPS on every smartphone. Even for the most minor of trips, people use maps and digital maps to guide them. Yes, it seems like the days of getting lost and having to pull over to ask a stranger for directions are over. When it comes to understanding customers, some businesses struggle. They can’t quite pinpoint where their customer is in the purchasing process. Fortunately, these struggles are cured with the use of a customer journey map, providing clarity to customers the same way GPS provides clarity to drivers.

This article breaks down the most important aspects of customer journey maps, including how to create an optimal map and the benefits that will arise.

What is a customer journey map?

A customer journey map is an illustrated diagram showing the steps a customer takes when interacting with a business. These interactions include things like buying a product or service, signing up for a demo, or joining a mailing list. A customer journey map gives you a true sense of what kind of things are helping or inhibiting customers from getting from point A to point B.

How to build an effective map

Remember before starting that a customer journey map is going to be different from one company to the next. Regardless, there are some key ideas to follow in order to succeed.

Start with journey map goals

It makes perfect sense to have a clear plan before digging in and making your map. Here are some of the things to consider when preparing:

• What kind of information are you drawing from to make the map?
• Who, specifically, is this map focusing on? (which type of groups)
• What are the precise goals you’re using this map for?

Once you have an answer to the above questions, the rest of the process becomes much easier, falling into place.

Identify and separate customer personas

A customer journey map defines and illustrates the experience of one particular audience group.

As such, if you’re not accurately identifying and separating different customer personas before mapping, the map will be completely off-base. Determine beforehand the types of persona that you’ll be targeting in this specific map before beginning.

Monitor and account for all touchpoints

For whichever groups of customer’s you’re targeting, identify the touchpoints they’re using to interact with your brand. You’ll get a clear picture pretty quickly, once your map is completed, what types of things are affecting customer experience and why.

It will be helpful to list out the different ways customers are connecting with you, such as:

• Visiting your website
• Clicking on an advertisement
• Email
• Social media sites

Find the places your customers are most likely to connect and emphasize these touchpoints in your map.

Periodically evaluate and adjust your map

Schedule a recurring time to evaluate your customer journey map. This time should include an analysis of the map’s efficacy and a general update to any necessary changes. The most efficient way to go about this evaluation comes through collected data from your current and previous efforts. Combining this data analysis with other information at your disposal, such as customer input, is vital.

Use a template if needed

Finally, there’s no need to undergo the process alone. If you don’t want to build a map from scratch, there are plenty of template sites available. I’ve put together a list of three that are very helpful.

1 Mural.co

Mural has a wide variety of templates available – not just customer journey map templates – and is a relatively cheap, easy-to-use system. The package for smaller teams is $12 USD/monthly, while the package for larger teams is $20 USD/monthly.

2 Custellance

Unlike Mural, Custellance focuses exclusively on customer journey maps. It is a tool designed exclusively to help marketers build their own visually innovative, collaborative maps. Best of all, it’s a free service, all that is needed is a work email.

3 Miro

Miro is like the Google Docs version of templates, providing a live collaborative platform for teams to work on in realtime. It has some creative templates to choose from, and is completely free to use.

Customer journey map benefits

It’s easy to think that, as marketers, we have a firm grasp of what our customers want and need. This might be the case, but that doesn’t mean a customer journey map won’t offer us anything. In fact, by taking advantage of the awareness it brings, we can make better connections with customers. Here are some of the major benefits to having a strong customer journey map.

Expand target market

When you chart a user’s potential paths when interacting with your brand, it becomes easier to identify specific demographics and other information about them. Conversely, it helps you see the types of users who aren’t getting through, and shows you the reasons why. Using these, you can begin to build new goals and campaigns to better market to this new target market.

Cultivate customer loyalty

There are many reasons a customer might switch from one brand to another. When you’re aware of the reasons it’s happening to your company, it’s a lot easier to avoid. By having a comprehensive overview of your customer’s journey, you’ll be able to better retain customers by removing the potential pain points they face in the process.

Improve customer service

It goes without saying that a customer journey map allows for a better customer service effort, but not all brands find the right ways to take advantage.

For example, by having a visualization of a user’s process, we’re able to craft customer service efforts that exceed expectations. Furthermore, we can prepare for certain situations and have better responses and solutions ready for customers.

Improve customer experience

No experience with a brand is the same – every customer has a different perspective afterward. And customers interact with brands through different devices, locations and platforms. Furthermore, these interactions happen at different phases of a customer’s buying journey. A customer journey map let’s brands create a seamless process for their audience.

Closing thoughts

Have you felt that something was missing from your overall customer processes? Do you feel like you’re engaging in the right way, but things still aren’t quite working out? You might just be navigating the darkness without a GPS. The solution, then, is simple: create customer journey maps.