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5 Insights Why You Need Customer Journey Mapping

The customer journey plays a significant role in the business. Mapping that journey allows you to visualize the customer’s experience through the customer’s eyes. It builds knowledge about what your customer needs at various touch points on the journey and how well you are servicing these requirements. And it gives you insights into what their pains points.

We all aim to improve our customer’s journey and to do so; we need to be aware of the entire experience they go through before doing business with us, from how the customer initially notices our marketing until how they decide to buy our service or product. The customer purchase of your product or service is only one step of that journey.

5 Ways Customer Journey Mapping Can Transform Your Business:

  • It helps you see where customers interact with your business


The most immediate benefit of customer journey mapping is to help you to outline the touch points where customers interact with your business. Find out the obstacles that they come across when dealing with your brand and use those insights to improve the customer experience.  You build empathy by getting onto your customer’s shoes and understanding their pains points. According to Forrester Research, 63% of marketers are already doing some of the journey mapping to guide their customer’s efforts. However, research shows that most senior marketers are still not confident in their company’s “understanding of the customer journey”.

It is important to identify your customer touch points. Depending on the nature of your business, the touch points leading up to the sales will probably be different compared to another organization. Categorize these key steps into before purchase, during purchase, and after purchase to help you differentiate between any touch points that may be similar.

Here are common touch points that customers go through:

  1. Marketing channels
  2. Order fulfilment
  3. Research channels
  • It helps you see the priorities


 When it comes to setting priorities, I like this saying “You can’t win ’em all” as it shows that you can’t do everything to improve the customer experience. But the obvious benefit of mapping your customer journey is that it will allow these moments of truths (MOT) to emerge and give you an opportunity to act upon them. Mapping the customer journey tells you where to focus in the various steps in the journey.Which steps in the journey are the most important and where are customers experiencing the greatest pain? Having a customer journey will help the company to prioritize competing deliverables.

You cannot implement all initiatives at the same time.Identify the ones that will bring quick “wins” and apply them to move the needle on the customer experience. Often, companies get caught up in depicting a complicated customer journey that is not clear. The main objective should be to identify the issues and pains points that your customers are experiencing. Then you can address them.

  • It brings together teams with a shared vision

Each group in the company has its function, and the goal of the team working with these groups is trying to execute their functions to achieve a common business goal. It’s very tough to get the team to share the same a common goal and work together in the same direction. At some points, conflicts will emerge, especially in companies working is silos.Each person has his own priority which might not align with the common business goal of the company.

When you bring the customer journey to life and make it an integral part of the business, the entire company will work toward the same goal. And the goal is to enhance the customer experience. Share with your colleagues in other groups what customers are asking for, what they need and how they are feeling at the different stages of the journey. Putting the customer journey at the heart of the company goal helps everyone to work toward the goal of delivering an exceptional customer experience. A customer journey map goes beyond the marketing function and should fit into a broader context of your customer experience strategy.

  • It gives an outside perspective on your sales process


 Customer journey mapping helps you to understand where your customers are. It helps you to understand the potential for an area and how you can reach your customer. It directly supports your sales process and increases the rate of conversion.

Customers want to be educated, and they will start their journey by gathering data on different platforms before they are comfortable meeting with your sales team. Research shows that three quarters of B2B buyers conduct their research online before talking to a salesperson.

Once you have identified the touch points where customers interact with your brand you start to understand how each interaction affects one another. You can now then start to fill in the gaps and improve the quality of their experience. The ultimate goal is to keep them engaged so that you can move them to the bottom of sales funnel to get them to buy

  • It organises the customer’s journey in a logical order

Use customer’s insights data to portray an accurate picture of your customer journey. Customers want their experience with a brand to be seamless. They expect companies to know and remember, across multiple touch points, who they are and what they’re looking for, so that the necessary information is available without the necessity to repeat or clarify their needs. Both qualitative and quantitative data are stepping stones to ensure you will portray an accurate picture of your customer journey when interacting with your brand. There are several methods you can use to collect insightful data and CMSwire suggests the following:

  1. In-person focus groups
  2. Online moderated forums
  3. In-depth, one-on-one phone interviews

You will uncover insights that your team can use to speed up the customer acquisition process and convert customers onto brand evangelists.

The customer journey is designed to find a way to target the right people at the right time. In other words, a company with a well-thought-out strategy won’t send you a text message or an email unless they know that you want it.

I’ll leave you with perhaps one of the most salient pieces of advice here, which is don’t sacrifice the quality of the journey for speed. Take the time to map out all these steps and know where you want to go.

Feel free to drop your comments to keep the conversation going.


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