Your customers can help grow your business further — that is, if you are willing to listen to their stories.
In today’s data-driven market landscape, it is fairly easy to get customer information. Utilizing these for helpful strategies is an entirely different matter. One missing puzzle piece that businesses need to find is the customer’s story. These stories enable organizations to get a better picture of their customers as well as their experiences and frustrations when dealing with businesses. In order to hear these stories, it is imperative to draw a customer journey map.
But what is a customer journey map?
A customer journey provides a crisper picture of a customer’s experience when dealing with a business. This begins from the initial contact right down to the establishment of a long-term relationship between customer and business.
A customer journey map can provide a snapshot or a bigger picture of the relationship between a business and its customers. Either way, this map outlines key interactions between customers and businesses; central to this narrative are the user’s feelings, their motivations and the questions left unanswered in these interactions. These maps may take several forms but usually, they come in the form of an infographic.
Customer journey maps perform multiple roles, depending on the professionals in your organization who are using them. For example, your website designer can learn the specific goals of users. Copywriters, on the other hand, can learn the questions users have and craft their content accordingly. The important thing to remember about these maps is that the customer and his stories take center stage. For the business, these maps serve a valuable role in understanding changing consumer behavior against the backdrop of technological changes.
If you want to learn how to build a customer journey map, here are the 5 steps you should take:
1. Drawing a customer journey map entails thorough research which will enable you to learn more about your customers. Fortunately, you do not have to start from scratch. It is highly likely that you have some data about your customers which can serve as your starting point.
2. You would want to supplement your current data with additional analytical and anecdotal research to get a clearer picture.
3. For analytical research, you can use website analytics and social mentions across various social networking sites. The important thing to remember here is that analytics provides a partial story and you may need to dig a little deeper to find what you are looking for.
4. To gain clarity, you need to utilize anecdotal research. Fortunately, in today’s digital landscape, customers are more than willing to voice out their stories through various social networking platforms. Your task then would be to collect and collate these. You can also enlist the help of your front liners and allow them to detail common issues raised by your customers.
5. Once you have collected sufficient data, you can then proceed to make a customer journey map in the form of an infographic, storyboard or even video. The crucial thing to remember here is to keep things simple and ensure that the focus remains on the customer.