Products and services move fast in today’s world thanks to the internet. Building a customer journey map was once an extraordinary service that marketers used, but these days, it’s essential.
A customer journey map is a representation of a customer’s experience with your brand. You can use it to identify how a customer moves through each phase of your brand’s experience from discovery to conversion. This can enable you to identify problems that customers encounter on their journeys as well as questions they may have or features they may enjoy.
A client journey map is personal to your business. It’s not enough to find an example of a map from your industry. You need to build one that works for you.
Tips for building a client journey map
- Establish your goals — Before you can envision a client’s journey, you must first establish your own goals. Consider what your team is working toward and what kind of milestones you would like to reach on the way, so you can integrate these points into your client journey map.
- Research persona types — Personas are useful tools for understanding your target audience. A persona represents an ideal or prospective client who has or is likely to interact with your brand.
Build persona types by researching your existing clients and by considering the wants and needs of prospective clients. You may come up with wildly different persona types who come from very different backgrounds but could both benefit from your brand’s product or service. In these circumstances, your client journey map may split into specific journeys for different personas.
- Identify pain points — You need to identify the problems that each of your persona types is likely to encounter, so you can build a client journey map that helps address their needs. This includes emotional aspects, such as frustrations or disappointments with other solutions that your solution could improve upon.
- Map the current journey — Lay out a flowchart or map of your current customer journey. Even if you feel like it’s not that developed, it is helpful to see what you have before you decide on where you’re going. This can help you identify gaps or red flags that can be useful for mapping the journey you’d like your clients to experience.
- Map future journeys — Once you’ve established everything in the previous steps, you can start to piece together the future state of your client journey map that you’d like to see. Make sure you remember the gaps in your current journey, your client persona types and their specific needs as you piece together the client journey map you want to build.
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