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A potential customer sees an ad for your product on Instagram. They click the ad and go to your website to see the product’s specifications. Then, they go to your Facebook account to check product reviews or see what people are saying in the comment section. Good news! They like the product and order it from your website.
This process is called a customer journey. Businesses must map their customers’ journeys and align their marketing and advertising campaigns accordingly. In this article, we discuss customer journey mapping along with its benefits.
Customer journey mapping is the process of creating customer profiles or tracking digital footprints. It helps you understand how your users are interacting with your brand.
A business must create a buyer persona, list touchpoints in the purchasing journey, identify customer actions, and use available resources to take appropriate business action. By mapping customer journey, companies can answer questions like:
A customer journey map typically includes the following:
The buyer journey is the path your customers take before making a purchase. It follows them through different stages before they make a purchase. These stages include:
In addition to these stages, a customer’s decision-making process could be influenced by other factors such as social media reviews from friends and family or from influencers they trust.
Customer behavior is the study of how your target audience makes purchase decisions. It dives into the emotional, behavioral, and emotional responses influencing a customer’s buying decision.
For instance, are customers looking for third-party reviews about your brand? How many channels are they passing through before making a purchase?
The customers’ emotions at different stages of their buying journey can help you understand how they feel about your brand. Are they still interested in what you have to offer? Do they feel a sense of familiarity, relief, or gratitude?
A study showed that emotionally engaged customers spend more on brands. They also have a higher chance of brand recall and tend to advocate for the business they feel loyal to.
What are your customers’ pain points? How are they currently solving them? By understanding their pain points, you can provide solutions to their problems. For instance, if customers complain about how hard it is to buy products online because of long checkout forms, you could improve the user experience.
The most important component of customer journey mapping is how your product solves the customer’s pain points. Suppose the customer’s pain point is that they can’t find their size in apparel. But your store offers plus sizes, solving the customers’ problem.
Here are some important prerequisites for mapping the customer journey effectively.
The customer persona is a customer avatar representing your ideal buyer. It includes demographic and psychographic details about your target group and relevant data points such as age, gender, income level, occupation, current marital status, etc.
The key touchpoints in a customer journey are the most critical contact with your target audience. They could be physical or digital touchpoints that influence a customer’s buying decision, such as talking to a salesperson, looking at the product on social media, following a brand on Facebook, adding a product to the cart, etc.
Customer motivations influence a customer to buy or check out your product. They could be word-of-mouth recommendations, social media posts, press releases, or third-party reviews.
Your customer’s actions in the buying journey are the milestones they pass through before purchasing. These actions could be signing up for your email list, following you on social media, or reading your blog.
Businesses can leverage customer journey mapping benefits to effectively accommodate their consumers. It can help you:
Let’s take the example of Spotify’s customer journey map, with Alex as the customer. The customer journey map includes the following:
Notice how the customer journey map takes Alex through different channels, including word-of-mouth discussion and WhatsApp. Here are some other customer journey mapping examples.
Customer journey mapping is extremely important as it shows a company how the customer moves through the sales funnel. It helps brands understand their customers’ pain points and the stages they go through to finally purchase a product.
GrowthHit can help you analyze your customers, understand your strategic goals, and perform growth assessments to understand what’s effective in making the customers’ journey easier.
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