5 Tips on How to Successfully Map Customer Journeys

February 2020

A customer journey map is an useful tool to identify and prioritize improvement fields along your marketing and sales processes. The approach provides a clear, comprehensive, and visual view of customers’ interactions and experiences during their buying journey. If you want to unleash the full change potential of this methodology, makes sure to follow these 5 tips.

1.      Put yourself in the shoes of your customers

While mapping the customer journey, it is indispensable to take the perspective of the customer and not that of your own business. Always ask yourself ‘What problem is the customer facing during his interaction?’ ‘What is the information the customer is seeking at this point?’ ‘What would the customer do next?’ Moreover, think in terms of how relevant and performing this touchpoint is for your customer. This process will make the journey mapping more productive and instill the routine of thinking from the customers’ viewpoint, thereby making the exercise and its outcomes in its truest sense “customer- centric”.

2.      Involve the right stakeholders in the process

In order to obtain the best possible outcomes, you need to ensure that you have the right stakeholders on-board. This group of stakeholders should ideally include representatives from all functions that have relevant interactions with your customer base such as marketing, business development, sales, customer service, etc.. If possible, also try involving colleagues from different regions to further enhance the accuracy of the outcomes. This practice will not only break down functional or geographical silo thinking but also ensures more valid results as it incorporates different and complementary perspectives.

3.      Ensure a seamless integration of physical and digital touchpoints

When analyzing your touchpoints, do not underestimate the importance of splitting your customer interactions into digital and physical channels. If you need to improve the quality or frequency of interactions with your customers, it is key to first understand on what platforms these interactions take place. In fact, the improvement levers you have at your disposal highly depend upon the nature of these channels. Ultimately, when connecting your touchpoints to a journey, make sure that touchpoints across different channels are seamlessly integrated in order to not lose your customer through channel, media, or device breaches.

4.      Prioritize touchpoints based on relevance and performance

One of the most important goals of the customer journey mapping is to identify crucial points of customer interactions that require special attention. One of the most efficient ways to accomplish this is to prioritize touchpoints in terms of relevance and performance. Other criteria that can be useful include time and resource requirements for the optimization of the touchpoint. This prioritization will yield a shortlist of crucial interactions, which you can then assess in details both from your customers’ perspective (e.g. specific information requirements for buying decision) and from your company’s internal perspective (e.g. specific customer data to be gathered to qualify lead), leading to a concrete and comprehensive action plan.

5.      Validate all findings with your customers

Bear in mind the necessity of validating your internally build customer journey with your actual customers. At the end of the day, customer journey routes mapped internally are based on perceptions and assumptions on what your customers would ‘ideally’ do. It is vital to integrate your actual customers’ view and to validate their “real” buying behavior and decision-making process. Depending on the nature of your business, this validation is often a continuous process, which you should use to periodically adjust your journeys.

If you want to learn more about how you can leverage the customer journey methodology for your marketing & sales transformations, please feel free to reach out to us.

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