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Customer Journey Maps: Driving Sales To The Max
If you want to offer a memorable experience to your customers, then you should strongly consider using Customer Journey Maps. It’s an illustrative storytelling tool that sales teams use to identify potential customers, recognize their pain points, and converts them into returning customers.
Come on, let’s take a closer look.
What are Customer Journey Maps?
Customers are as essential to your business as keys are to a piano, but you probably already knew that. The question here is, how can you leave customers with a memorable experience if you don’t know how they behave online?
That’s where a Customer Journey Map comes into play.
With all of the channels customers use to reach products and services, it’s imperative to know two things:
- Which channels are used for which industries (a clothing brand will have more success on Instagram versus LinkedIn)?
- Which channels are most influential? (biggest user-base, most high-profile users, overall activity on the channel)?
A Customer Journey Map is a visual tool that plots the course of your customers’ behavior through the channels of their choosing – tracking their motivations, needs, concerns, pain points, and hesitations. Even at its most basic level, a Customer Journey Map will tell the story of customers’ journeys from their perspective.
Know Your Customers On A Deeper Level
Organizations may have a vast amount of data about their customers, but they can’t tell you all that much about their direct experiences and frustrations. That’s
the hole Customer Journey Maps plug – they fill in all of the qualitative cracks of your quantitative data.
A simple customer journey map uses both storytelling and visual techniques to describe the relationship between your users and your brand, from day-to-day
experiences to their deeper motivations.
It’s time to give Customer Journey Maps a try to gain new insights into your customers’ experience.
How Can the Customer Journey Map Improve Customer Pipeline?
The process of converting leads into returning customers is called the sales pipeline. You won’t have a sales pipeline process unless you know customers in detail. Customer Journey Maps help your team understand it’s potential and existing clients.
Provides Better Customer Experiences
You gain a clearer view of the customer’s journey from lead to a customer when you map out their story. Ask questions like: “How are you finding us?”, “Why are you visiting our website?” and “What are the problems you’re trying to solve with your product/service?” Knowing the answers to questions like these, helps you address the issues that hinder customers from having a great experience.
- Know all the phases of a customer’s journey towards your brand.
- Isolate the factors that are creating a hindrance to a prospect’s ability to make a buying decision.
- Simplify the purchase process for both the customer and the sales team.
With the help of customer journey mapping tools, you can quickly identify these issues and, ensure smooth and quality customer journeys for your clients. This type of data empowers you, prospective clients, and sellers by pushing along the sales cycle faster.
Identifies Customer Service Gaps
If you are sensing a gap in your customer service and can’t pinpoint the problem, studying your customer journey map enables you to better understand the changes that need to be made. Customers having difficulty connecting with your brand? This will reflect in your mapping. Client can’t find certain information on your website? This will reflect in your mapping. No matter how major or trivial the issue is, your customer journey map is sure to help you learn more about the problem.
From clients’ experiences and hesitations, you can also detect the flaws in your customer care department. Customer care departments are essential for customer retention. Often times your biggest challenges will be internal communication issues or technical glitches. Whatever the reason, you can identify opportunities through customer maps which will aid in resolving the issues instantly.
Helps Customers Achieve Their Goals
Customers in different phases of their journey have different needs. From a lead to a dedicated buyer, the journey involves setting and achieving goals. You can make this entire experience an easy one by adjusting, creating, and enhancing touchpoints, a point of contact between a business and its customers. This will ensure an effective service and purchase process.
Comes with Context
You are offering services or products to a specific group of people who need them. The question that arises in this stage is, how do you know they need them? What features should you add to make it easy for them to want to purchase? What questions will they have about your product or service?
The best customer journey map examples contain a buyer persona. Buyer Personas help you to understand all the struggles, hesitations, and pain points your prospect may have about their problem and your solution. Unless you have a clear idea about the problems, how can you design a suitable solution?
Customer journey mapping tools will provide you with an invaluable insight into the customers’ personas. This detailed profile will help everyone from managers to sales reps engage better with clients.
Achieve Better Results
A customer survey conducted by Marketo of customer experience professionals in 2018 showed that 90% of customer journey map users say they found that their teams performed better with the use of customer journey maps. Among customer experience professionals worldwide, 67% use basic customer journey maps to get better results. Efficient customer journey mapping tools will ensure fewer complaints, low churn, and high NPS.
As a result, customer pipeline will always be flowing.
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How to Create a Customer Journey Map
Like telling a story, customer journey mapping is all about understanding the customer experience. Making an effective customer journey map requires several steps. If you can fulfill all of them, the customer pipeline will boom.
Make Precise Customer Personas
A customer persona is the backbone of the customer journey map. It helps you to understand who the customers are, what they are looking for, and how they want their problems resolved.
Much of the information for the map is coming from this persona, so you need to be very meticulous while creating a profile. Carefully define what kind of person the customers will be, their struggles, hesitations, and pain points.
Define Stages of Your Pipeline
You need to use the persona to define the multiple phases for the customer pipeline. You need to define these phases based on your customers and your business.
A typical customer lifecycle has seven phases:
Touchpoints of Interaction
The touchpoints range from traditional electronic media to modern-day online platforms. Try your best to select the touchpoints that streamline communication, otherwise, it will clog the pipeline and hamper customer conversion.
Extensive Research on Customer
Research is the best way to create a customer journey map that identifies authentic and effective data. It’s better than using any template or software database.
- Try to address the following aspects during the research
- What are the customers’ goals?
- How do they expect the stage to be processed?
- What touchpoints does the customer requirements for that specific phase?
- What kind of emotional connection do customers have with that touchpoint?
- How long does that phase take to complete?
- Are there any other thoughts from the customers?
Detect and Define the Friction Points
Every business has different friction points, variables that slow down the sales pipeline. To identify the actual position of the friction point, try to address the following queries:
- Where is the friction point situated?
- What is the effect of the friction point?
- Are the customers aware of the friction point?
Resolve the Visible Issues
A customer journey map is a visible tool that illustrates the customers’ goal and touchpoints to help resolve problems.
For example, if your customers have problems communicating with tech support, then it’s time to reorganize the department. Or, resolving web issues if customers are having trouble with customer journey map UX design.
Mistakes to Avoid While Making a Customer Journey Map
Getting Stuck Inside-out
Most companies are stuck in the inside-out view where they consider four main phases: awareness, consideration, preference, and purchase, which limits the company.
Customer experience professionals recommend adopting the purchase phases approach, which considers customers’ struggles. The approach needs to be focused on uncovering struggles customers can have with other brands.
Companies sometimes use an individual or a handful of persona to construct a customer journey map. This narrows down the approach and limits the effectiveness of the map.
It is always better to consider a wide range of personas to make the map more effective.
Every persona has a unique and individual influence on the map. Therefore, it is not wise to ignore any of them. The best customer journey maps should consider all the personas involved in the story.