What does my customer journey map look like?
What are customer journeys?
A customer journey, also known as a user journey, is a visualisation of every experience a customer has with your brand. With the rise of digital marketing, there are now countless ways to interact with customers. For their experience to be as seamless and profitable as possible, you’ll need to monitor these touch-points and optimise them towards future success.
Why is customer experience mapping important?
All aspects of the customer journey are important - no matter how big or small. Mapping them all out helps you to see where to make improvements. It helps you to understand how all the parts work together so that you can really get under the skin of the customer experience.
Benefits of creating a user journey
· See where customers interact
· Focus on particular needs at different stages of the customer journey
· Provide a different perspective on how you sell or promote products and services
· Assess how logical and seamless the user journey is
· Identify new opportunities to develop
· Explore the gaps between customer expectations and reality
· Help your business focus on the most profitable channels
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More about your customer's journey
Knowing exactly what your customer wants and how they interact with your brand is the best way to improve and grow your business. Having a visual representation of their journey can help you identify any pain-points, as well as areas of strength. It can often inform where and how you need to improve.
Your customers will go through different stages during their user journey. It’s not just about choosing a service or product and purchasing it. You’ll need to manage their movement through the entire funnel from awareness to purchase to repeat custom.
At the most basic level, these are the user journey stages to know about:
This stage is all about drumming up interest in your brand. It involves a number of marketing channels, including advertisements and search engine presence.
This is where your customer begins to consider your brand as the go-to for their need. They may subscribe to a newsletter, follow you on social media or visit your website.
Now that your customer knows who you are and has considered your services or products, they should be ready to purchase. And if they’re not, you need to go back to the consideration and awareness stages to work out where the pain points lie.
This stage involves direct communication between you and the customer. It can include thank you pages, social media or offering to help with purchases. This is the point where you can also look to upsell via related products.
- Loyalty Expansion
This is one of the most important parts of the customer journey - where you attempt to receive repeat custom. In this stage, you’ll look to include email subscriptions, loyalty programs, surveys and more.
We build on the traditional stages of customer journey mapping, with all the latest theories and knowledge. The See Think Do Care framework, developed by Google’s own marketing guru, Avanish Kausik - is one of the most effective ways to tackle this.
With Squared Online, you’ll learn about this highly exciting and results-driven marketing strategy in depth. It delves into the very latest expert thinking and is one of the major benefits of studying Squared Online.
You’ll learn about customer journeys in module 2, but for now, here’s a brief insight:
See: The largest addressable qualified audience.
Think: Largest addressable qualified audience with some commercial intent.
Do: Largest addressable qualified audience with a lot of commercial intent.
Care: Current customers with two or more transactions.
Treat each of these areas as both independent and part of a whole journey, and you can start to laser-focus your SEO efforts. Tailoring to each stage, whilst ensuring a seamless overall customer experience. The main difference here, is that you are approaching it from the customer perspective, rather than the business perspective.
Lastly, having a regular and defined approach to content strategy and creation is important because search engines like it too. Authority and trust are more important than ever when it comes to succeeding online. Learn to master this, and you’ll be on track to become an online industry expert.
Touch and pain points are a big part of the customer journey. They help you to identify how users interact with your website, social media channels and wider content. Having a solid understanding of these points of contact can help you to understand whether your process is working and see where it needs improving.
A touch point is simply any place where the customer interacts with your brand. This is important in the digital marketing world because it helps you work out how to turn interest into business. The place that your customers arrive from decides how your business moves forward. For example, if one of your blog posts is gaining lots of traffic, but customers leave once they’ve read it, you could consider improving CTAs throughout the page. On the other hand, if lots of people are searching for your brand on Google, then clicking through to your site and bouncing after a few seconds, you know you need to improve the page.
In the scenarios we’ve just described, customers leave the marketing funnel before converting. Here we have a clear indication that there’s a pain point in the user journey. Points of contact that turn the user away include broken links, poor page speed and a host of other difficulties.