Customer journey mapping (CJM) is a method used to understand, analyse, visualise and improve the entire experience a customer has with a product, service, or brand. It involves creating a visual representation or map that outlines every interaction a customer has, from their initial awareness and consideration stages to the actual purchase, post-purchase, and potential future interactions.
Ultimately, customer journey mapping is a powerful tool with the potential to impact various metrics that ultimately influence the health of a business. Satisfied and loyal customers contribute to increased revenue, reduced costs, and long-term profitability. In this article I'll explore how.
In This Article:
#1 - What is the Goal of Customer Journey Mapping?
The primary goal of customer journey mapping is to gain a deep understanding of the customer's perspective and experiences at each touchpoint throughout their interaction with the business. By mapping out these touchpoints, businesses can identify pain points, areas of delight, and opportunities for improvement in the customer experience.
When done properly, here are some of the top ways that customer journey mapping can benefit a business:
Understanding the Customer Perspective
Creating a Holistic View of Customer Interactions
Aligning Business Goals with Customer Needs
Identifying Pain Points and Opportunities
Driving Customer-Centricity
Facilitating Continuous Improvement
Enhancing Customer Loyalty and Advocacy
Aligning Stakeholders Across the Business
#2 - Incorporating Personas Into a Customer Journey Map
In a previous article I discussed how to create personas. Personas play a significant role in enhancing the effectiveness of a customer journey map by adding a human touch and a more personalised perspective. I highly recommend stepping through the customer journey map from the perspective of each persona. This will enable an understanding of how different personas might navigate the stages of Awareness through to Advocacy and allow for consideration of the unique goals, challenges and expectations of each persona at various touchpoints.
#3 - The Anatomy of a Customer Journey Map
A well-constructed customer journey map typically includes a variety of elements that collectively provide a comprehensive view of the customer's experience. While specific details may vary based on the purpose and complexity of the map, here are some typical elements found in a customer journey map:
Customer Stages
These may vary depending on your business but often the stages of a customer journey may be presented as Awareness, Consideration, Purchase, Retention and Advocacy.
Customer Persona(s)
Customer Actions
Emotional State
Channels and Devices
Touchpoints
Customer Pain Point
Opportunities for Improvement
Moments of Truth
Metrics and KPIs
#4 Using the Right Type of Customer Journey Map
There are various types of customer journey maps out there, each serving specific purposes and providing different perspectives on the customer experience. While, at last count, there are over ten different types of maps to use I'm going to focus on, what I believe to be, the primary four types.
Current State Journey Map or the As-Is:
Describes the existing or current customer experience as it currently stands. It provides insights into the customer's interactions, pain points, and emotions at each stage of the journey.
This type of map serves as a baseline for understanding the status quo and is the one to use if your primary goal is to analyse the current experience.
Future State (Aspirational) Journey Map:
I've also seen this map referred to as the "Happy Path" or the "To-Be."
It envisions the ideal or desired customer experience after implementing improvements or changes. It helps organisations set goals for enhancing the customer journey and guides strategic planning towards an improved future state.
Day-in-the-Life Journey Map:
Explores a typical day in the life of the customer, showcasing interactions beyond specific touchpoints with the brand.
This type of map provides a holistic view of how the customer's activities, needs, and emotions unfold throughout the day.
Service Blueprint:
Combines the customer journey with the internal processes and systems that support it.
It includes front-stage customer interactions as well as back-stage processes, helping organisations understand how internal operations impact the overall customer experience.
In Conclusion
In essence, customer journey mapping is a crucial component of a customer-centric approach to business, enabling organisations to create and deliver seamless, enjoyable, and memorable experiences that drive customer satisfaction and loyalty.
Remember that customer journey mapping is not a one-time activity but an ongoing process. Regularly revisit and update the map to stay aligned with evolving customer expectations and business dynamics.
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