In the past few years, there has been an explosion of companies looking into their customers’ journeys through digital services or products that they offer. And for good reason – understanding your customers’ journeys allows you to really get a handle on why people come to you, what problems they have that they’re trying to solve, and what keeps them coming back. The more thoroughly you understand these things as marketers and as product designers, the better equipped you become as business professionals with valuable insights into user behavior. If you’ve done any research into customer journey mapping, you might have seen blog posts from companies that provide clear steps to creating an effective customer journey map. While these guides are useful for getting the idea of a customer journey fresh in your mind, they don’t go into enough detail about how you can apply them specifically to your own needs.
There is no “right” way of going through each of these steps – they’re simply tools that help you brainstorm, organize, and discuss the different aspects of your audience’s individual journeys. Rather than assuming that one particular guide or tool is the correct method for everyone, we recommend taking a step back from anyone’s thought-stopping idea surrounding customer journey analysis and looking at it objectively so you can come up with an approach that works best for your own business. What this means is not being afraid to discard ideas if they don’t work well for you.
We all know that customers need to be engaged and entertained, but we often forget the importance of engaging and entertaining them throughout their entire journey with us. The entire customer life cycle has the goal of keeping the user coming back to you for more interactions, whether it be to buy something or otherwise.
Customer journeys are maps that plot out your users’ experiences with your business across digital platforms (and sometimes even physical ones like brick-and-mortar stores). While there’s no “right” way of mapping this journey, but there are six steps to go through:
1- Customer Journey Data Collection
Whether you’re doing it digitally or in person, the customer journey begins with data collection. This is where you gather information about your users’ habits and answer questions like: Are there any notable patterns in their behavior? What are the most common paths they take through each part of the journey? What are the obstacles that prevent them from progressing?
After collecting this data, you’ll need to begin making sense of what it all means by using your findings to identify problems and opportunities. For example, if there’s a specific part in the user journey that shows that people often abandon after “Step 2,” then maybe that’s an opportunity for creating content that educates users better. This stage of the process is perhaps the most crucial since it’s where you begin to learn how your business can actually solve problems for users.
With this knowledge in hand, you can create a new customer journey map that organizes and visualizes all of the data collected earlier in preparation for creating content. This part is generally more straightforward since you’ll be drawing out different paths for each step in the journey. For example, one path might feature an “unaware” state while another features an “aware” state.
Once you have your blueprint laid out, then you’re able to move onto creating the actual customer journey map. This is where you begin identifying which actions should be included in each step, but also the content that should go along with them to help users get through their journey successfully.
Once you have your customer journey mapped out, then it’s time to start creating content that relates back to what you’ve learned by using it during the process of mapping. You’ll need to figure out how this new content can help users get through specific steps in their journeys without tripping up while they’re at it.
The final step in this process is to monitor how these changes are affecting your users. You can do this by simply testing the new content, but also analyzing any quantitative data that you’ve collected (or trust!) about your customers. If you’re able to identify or create a pattern here, then you’ll be able to make better strategic decisions regarding future products and iterations of the customer journey map.
By mapping out your customer journey, you can learn more about how to keep users engaged with your product. Studies have shown that most people abandon a website after roughly 6 seconds of being on it, making that initial “engagement” all the more important. By following these six steps, then you’ll be able to identify opportunities for improving this engagement and keeping users coming back for more!
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