Customer journey mapping should be the backbone of your CRM process but for many marketers it can feel a bit nebulous and it’s difficult to know where to start.
So here’s a whistle stop tour of what a customer journey is, how you can map it and why we think it’s such an important thing to get right.
What's a Customer Journey?
A customer journey is the path that consumers take to becoming a customer and (hopefully) becoming a regular, recurring customer for your business.
In today’s hyper-connected world it is very likely that consumers will become your customers through a multitude of touchpoints, both online and offline.
Customer journey mapping is the process of documenting this: capturing how the journey as-is now and specifying how you want it to look in the future.
Why is it so important?
There has been an explosion of consumer touchpoints across the lifecycle of a customer with a brand; some of these touchpoints, especially those under the direct control of the organisation, enhance and further improve the quality, value, and effort the customer experience when researching or purchasing a product or service, however some may well not be within direct control.
Having a robust understanding of the customer pains, gains and emotions a customer experiences during a journey therefore better supports your ability to close harmful gaps and improve your brand.
Mapping the experience can also be used to enhance your sales & marketing by helping you:
- To set your business objectives
- To maximise the lifetime value of a customer
- To get buy-in from the wider business audience
- To set performance metrics and KPIs that improve business insights
Where To Start
The most important thing is to recognise that there is a need to map your customer journey.
Then it’s a case of breaking things down so that you can keep them manageable and make a start. This could mean looking at a particular product or customer segment or even just considering only part of the journey.
To learn more, check out our course, Customer Journey Master Masterclass.