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DownloadOptimize the potential of your leads with our Customer Journey Maps presentation. Use this deck to draw out and visualize complex customer experiences, make sense of their stories at every stage, from initial awareness to long-term loyalty and create products that buzz and sell.
Voila! You can now download this presentation
DownloadOptimize the potential of your leads with our Customer Journey Maps presentation. Use this deck to draw out and visualize complex customer experiences, make sense of their stories at every stage, from initial awareness to long-term loyalty and create products that buzz and sell.
If you need a retail customer journey map, this slide will come handy. According to experts, customer surveys and mystery shopping programs are the best tools to collect data for retail customer journey maps.
Per LinkedIn, the customer journey map is a technique that allows visualizing how customers interact with a brand. The advantage of using such a map lies in the fact that it forces a business owner or business manager to look at how customers actually experience the brand and not how your team assumes they do. Another main benefit of mapping a customer's journey is that "understanding and empathizing with customers lays the groundwork for meaningful interactions and successful business outcomes. It also provides a tangible framework for CX initiatives," LinkedIn Marketing Solutions Blog states.
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There are four main types of customer journey maps:
Aaron Agius, search, content and social marketer for Salesforce, Coca-Cola, Target and other brands, lists the following steps for mapping out a customer journey:
Before creating your map, ask yourself why you are making one in the first place, Agius says. The questions to ask include: What goals are you directing this map towards? Who is it specifically about? What experience is it based upon?
Conduct extensive research. Questionnaires and user testing are both great tools to obtain customer feedback. You should only reach out to actual customers or prospects because the feedback you want should come from people who are genuinely interested in purchasing your products and services and who have interacted with your brand in the past or have plans to interact with it.
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As soon as you have an idea about the different customer personas that interact with your brand, you need to narrow your focus down to one or two of them. "Remember, a customer journey map tracks the experience of one customer type who's taking a very specific path with your company. If you group too many personas into one journey, your map won't accurately reflect your customers' experience," Agius says.
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Touchpoints are all the places on your company website that allow customers to interact with your brand. List out all the touchpoints your customers and prospects are currently using, in addition to the ones you believe they should be using if there is no overlap. Beyond your website, look at social channels, paid ads, email marketing, third-party review sites or mentions and any other way in which your customer might come across your brand online.
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There are four types of customer journey maps, which we mentioned above: Current State, Day in the Life, Future State and Service Blueprint. Depending on the specific purpose you have for the map, you can choose the proper one.
Your customer journey map should touch on nearly every part of your business and highlight all of the resources that go into developing the customer experience. It is crucial to take inventory of the resources you have and the ones you'll need to improve the customer's journey. "For example, maybe your map highlights some flaws in your customer service offer and you notice that your team doesn't have the tools they need to properly follow up with customers after a service interaction. Using your map, you can advise management to invest in customer service tools that will help your team manage customer demand," Agius says.
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The most important part of the customer journey map creation process is analyzing the results. Analyze how many people are clicking to your website but opt out without a purchase? How can you better support your customers? Incorporate all these answers in your map.
After the data is collected and your map is completed, you are ready to make the necessary changes to achieve your sales and growth goals. Maybe, this means making more distinct call-to-action links or writing longer descriptions under each product to make its purpose more clear. Also, remember that your customer journey map should be a constant work-in-progress. "Reviewing it on a monthly or quarterly basis will help you to identify gaps and opportunities for streamlining your customer journey further. Use your data analytics along with customer feedback to check for any roadblocks," Agius recommends.
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The below customer journey map by Lancôme Cosmetics is a great example of how a brand can analyze its customers' behavior and needs and tailor the product or service experience to them. Lancôme's map doesn't spare a single detail and covers not only the customers' pain points, but also the type of content they post on social media and their thought processes. No wonder the beauty company's marketing and communications strategy is spot on and the worth of Lancôme Cosmetics is estimated by Forbes at $10.4 billion.
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