![]() You could also interview the people who have the most regular contact with them, such as salespeople and support staff however, keep in mind that no one individual will see the entire journey, and as such, no one person’s opinion should be allowed to “steamroll” others into submission.įocusing on your primary customer persona(s) and making educated guesses for the rest will help to save time and costs, though you should never lose sight of what is an assumption and what is supported by fact. If you can’t get customers to sit down and talk, there are other ways of accessing their opinions - analysing reviews or online comments, for example, which can be highly insightful. Sometimes, they might be required to round out your analytical research other times, they could provide a starting point for selecting the most right analytical studies (e.g. You could also track information such as email workflows and open rates for email campaigns.Īnecdotes of user experiences are the other side of the story. Search data reveals what they are most often looking for, while social analytics tools can track what users are saying about your brand. However, be sure to understand this data for what it really means for example, a lot of clicks might not indicate a happy user, but rather one who finds your website uninve. Where applicable, it can also reveal where they gave up. The most obvious source of data about users is website analytics, which can reveal how a user was referred to you, which pages they viewed, how long they stayed, and which links they clicked on your website. There are two ways of doing this: analytical and anecdotal research: How, when and where does your persona engage with certain content? Your objective is to draw up a comprehensive picture of how they interact with your brand. Once you’ve answered these, you’re in a position to begin crafting the story.Īrmed with the knowledge above, you can set about collecting data with confidence. You could also look at broader questions, such as the customer’s daily routine, challenges, professional background and preferred content types. Begin by selecting a segment of your audience that is particularly pivotal to your business goals and try to answer some key questions:ġ) Where is the person in his or her customer lifecycle (acquisition, onboarding, retention, advocacy)?Ģ) Within this stage, can you pinpoint precisely what you need from the customer (e.g. Step 2: Use the Customer Persona as a Starting Pointĭividing your target audience into separate personas can help you gain a more nuanced view of how each moment of truth will affect a customer’s brand perception. ![]() The next step is to figure out how relevant this research really is, which requires you to drill down into your audience. The research aspect of creating a customer journey map is often met with resistance within an organisation, which is why compiling existing research can be a good and broadly agreeable starting point. Now, you might be wondering why this is necessary, since you probably already have plenty of information about your users or customers. They perceive it as something abstract and overwhelming, when in reality, it involves a series of logical steps based on understanding your customer and collecting relevant data.Įffective research is the foundation you need to build an accurate customer journey map. ![]() While many brands are aware of the concept of customer journey mapping as a way of capturing customer experience across touchpoints, many smaller businesses are reticent to actually attempt it. To ensure that no interaction or potential customer slips through the net, it is important for every touchpoint and interaction to be mapped. Where it gets tricky is that each stage is likely to have a number of customer touchpoints, including:Įach touchpoint is a potential “customer moment of truth”: a key moment in the customer journey where the brand has the opportunity to make a positive impression.Ī customer journey map is a powerful tool for helping companies evaluate the quality of the experience the customer receives at each touchpoint. ![]() There are a number of stages within a customer journey, starting with awareness and ending, if all goes well, with the customer becoming an advocate for your brand. Once you dig deeper, however, customer journeys can quickly become complex. On the surface, a customer’s journey may appear straightforward: your company offers a product or service, the customer hears about it and buys it. ![]()
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