Customer journey mapping

Do you know every touchpoint that customers have with your brand? More importantly, do you know what their experience is like with your brand at each of those touchpoints? Are they satisfied, happy, or frustrated?

Understanding your customer journey is the foundation of creating a special experience for your customers at each stage, and in turn improving conversions and retention.

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Get to know your customers

It’s a journey not a destination

Customer journey mapping is the process of using internal and external data to understand the stages of your customers lifecycle with your business. This covers all the way from the first time they identify they have a problem that your business may be able to solve, to becoming customers and in turn brand advocates.

Depending on your business, the lifecycle could be years long and involve hundreds if not thousands of touchpoints. This makes it so critical to map the stages of the journey and each individual touchpoint to understand which are the most important in converting and retaining customers.

Persona development

The first step of any customer journey mapping process is to clearly identify the different types of customers who interact with your brand. They may have different goals, motivations and pain points so the approach when engaging them needs to be adjusted accordingly.

Personas are fictional representations of your different customer types which put a human face to the insights making it easier to relate to and understand their experience.

Journey maps

With the personas identified, we then move on to mapping each of their unique journeys. Among other things, these customer journey maps include their goals, actions, channels and pain points.

This information is gathered through a substantial range of research including on-site and campaign analytics, internal workshops, customer surveys and interviews and much more.

The benefits of customer journey mapping

There are substantial benefits to customer journey mapping, with some of the main ones being:

  • Clearly identifies pain points
    While pain points may be intrinsically known in various parts of the business, mapping them consolidates into their respective stages and allows for a strategic approach to solving them.
  • Identify opportunities
    With the mapping of the customers goals, motivations, channels and pain points it makes it easy to identify opportunities to resolve the pain points and improve the experience.
  • Channel optimisation
    With each channel mapped to the respective stages of the customer journey it facilitates the development of more advanced communications strategies.
  • Maximise your marketing budget
    Understanding which touchpoints are most influential in a customer's journey allows you to focus your marketing efforts on what matters most. Combined with better messaging that speaks to specific pain points and you have high performing campaigns.
  • Improve conversions
    The ultimate KPIs are generally based around conversions. Improving each touchpoint along the user journey will increase the conversion rate and drive more revenue for the business.
  • Improved customer experience
    The ultimate outcome will be a substantially improved customer experience along the journey, leading to greater customer sentiment and advocacy.

Mapping your customers journey can be a complicated process however the rewards will be substantial in both the short and long term for your business.

Customer journey mapping


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