Marketers encourage people to buy products and services that are supposed to meet their needs. To successfully advertise their merchandise, marketers should know exactly who their customers are and clearly understand their wants, pain points, frustrations, etc. Otherwise, customers and potential customers Your will choose your competitors.
If you want to understand your customers to improve your marketing strategy, customer experience, increase revenue, and facilitate business growth, you should pay attention to customer journey mapping. Let’s find out what it is and how it can help you move forward.
Description Map the customer journey in simple words
Buyer journey mapping is visualizing the stages a customer goes through when using your product or service. Creating a customer journey map will allow you to understand how to meet customer expectations, uncover problems they face at different stages, and see what emotions they experience when interacting with your brand. your. Simply put, you have a chance to go one mile in the customer’s location.
Let’s see the steps of a young woman who wants to buy a pink luggage bag:
- She searched for luggage bags online and found a Facebook post describing your products.
- She likes your bag, but not pink. However, she liked the design and decided to read the bag’s features and reviews on specialized websites.
- Your bags are so cool that she’s willing to buy one.
- He tries to add the bag to the cart, but cannot due to an unknown error.
- She contacted the manager to resolve the issue and placed the order.
- The manager helps her to order and gives a discount on her next purchase.
- A woman describes her experience on Instagram. He complains about the lack of pink, but appreciates the quality and design.
A customer journey map will help you see all of those stages, interactions, channels, and touchpoints. What’s more, you’ll have at hand the actions your customers take, the problems they face, and other useful information that you can use to improve their experience, product or service. of cutomer. For example, you might consider making a pink luggage bag.
Another example – an itinerary map for a sports shoe store, Persona is an influencer. Source: UXPressia.
How can customer journey mapping benefit your marketing strategy?
Creating a customer journey map provides a great opportunity to strengthen your customer’s relationship with your brand. Let’s see how.
Understand their practical experience
As a retailer, you definitely have an idea of the customer’s experience with your brand. But as you build a user journey map, you’ll have the opportunity to compare their actual experience with the one you envisioned. You’ll be able to understand how they’re feeling, what they’re doing, and what to expect at each stage of their journey. Maps will help you better understand them and see if you’re delivering on your brand promise.
Design better experiences
User journey maps allow you to not only understand the current user experience, but also think of ways to improve it. Your customers need a product or service that fully meets their expectations. That’s why it’s important to see your brand through the eyes of your customers and think about how to change their experience for the better.
Selecting the right communication channels
You can communicate with your customers through different channels, such as search engines, advertising, social networks, friends, websites, apps, and others. But sometimes it’s hard to deliver the right content to the right people at the right time and through the right channels, isn’t it? How to find the ideal communication channel with customers? The customer journey map is here to help. They allow you to understand what resources your customers need at each stage of their journey, what communication channels they use, and make those resources available to them through those channels.
Imagine that a young man named Andy wants to buy a camera. Find the desired model in your online store and ask for a video review. Unfortunately, there are no official reviews in your store and Andy has to find and watch a confusing and incomplete video made by a blogger. Looking for a simple and detailed official review, Andy found a similar camera at a rival store and bought it there. Having a buyer journey map in place will allow you to see barriers and remove them quickly (for example, by adding official product reviews to your online store).
Expand the set of marketing opportunities
Your marketing team already uses a variety of tools like Google Analytics, HotJar, etc. You can leverage the data they provide to create customer journey maps. For example, you may find that a phase is taking up too much time and you will have an idea of what to do to improve the situation. Or you’ll be able to define which marketing and at what stage of the user journey you want to take. These marketing activities may include:
- blog posts answering customer questions at different stages of the journey;
- banners on third-party websites that describe your customers’ difficult problems and provide them with solutions with the help of your product;
- modify the landing pages according to the insights you get based on the user journey map;
- et cetera.
Improved communication with other departments
It’s not enough to create a map and only use it in a department. It is extremely important to share it with other departments so that they also understand the customer and see their journey. This will allow your company to break down barriers and create inspiring products and services together.
When your colleagues clearly understand your customers’ needs, problems, and expectations, they’ll have a coherent idea of how to help you build strong customer relationships, while improving the experience and nurturing. their loyalty.
Here are some tips on how to create effective customer journey maps.
#1 Define the look of your map
First of all, you should think about the people you will include on your map. What to do if you have multiple users? Which one to choose? Do you need to create a map for all of them? Since it takes time to create a map, choose the people that are most important and valuable to your business. Don’t waste your efforts and resources on less relevant customers or a limited number of customers.
Collect as much information as possible about your customers through surveys, questionnaires, studies, observations, etc. This data should include customer preferences, goals, preferences and proprietary information. other benefits. It will allow you to create a personality based on real data and represent a real customer segment.
#2 Identify the required information
If you don’t know how to create a journey map from scratch, you can use customer journey map templates as a starting point or as inspiration.
If you decide to create a map from scratch, keep the following details in mind:
- Select the extent of the map. You can build a journey from start to finish, or choose a narrower scope if you think that’s more important at the moment.
- Add channels and touchpoints. There are tools through which customers interact with your brand (ads, websites, mobile apps, forums, blogs, online stores, etc.)
- Write down pain points, obstacles, and problems. Several things prevent your customers from achieving their goals.
- Visualize the emotional experience. There may be excitement associated with the discount or frustration because the seller is unable to confirm the order.
- Don’t forget your customer’s goals and expectations. What do customers want at each stage of their journey?
- Brainstorm ideas and opportunities. How can you improve the user experience?
#3 Bringing the group together
If you want a buyer’s journey map to be reliable, it needs to be created with the involvement of different professionals who are involved in different stages of the buyer’s journey. Your team should include marketing professionals, sales managers, customer service specialists, product managers, and others who may share important customer data. No detail is too small!
#4 Update your customer journey map regularly
Work done, have fun. Oh no, this adage doesn’t apply here. Once your customer journey map is created, that doesn’t mean you can forget about it. Review and revise your map regularly to add new data as needed. Have you launched a new communication channel or updated your product? Time to update your map!
Terminate
Marketers use a variety of tools to track customer preferences and needs and keep them loyal to a product or brand. Customer journey maps are now becoming another more effective tool to help marketers put themselves in the shoes of their customers and offer a variety of customer-centric products and services.
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Source: tiengtrunghaato.edu.vn