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Building a Customer Journey Map

The Customer Journey

Revolutionize your customer experience, enhance sales, and achieve long-term business growth by harnessing the power of a customer journey map. At Ignite XDS, we’ve seen the value that lies in mapping out a visual representation of customer interactions with your business. Let’s explore the invaluable benefits of customer journey mapping and our expert guidance to creating a tailored customer journey map for your business. 

Ignite XDS Customer Journey WorkseetUnderstanding the Customer Journey

In positioning your business for growth, it is imperative to understand the four stages of the customer journey: awareness, consideration, decision, and retention. At each stage, brands must serve their customers through different touchpoints, including social media, email, websites, and customer service. By skillfully evaluating each of these four phases of the customer journey, companies can attain vital information about their brand perception and customer experience to identify areas that require improvement. It is essential to bear in mind several crucial aspects for each stage of the customer journey: 

  • Awareness: Your brand’s presence and visibility in the appropriate spaces is crucial in attracting customers. Getting in front of potential customers as they begin their product search can look like maximizing your presence on social media, search engines, or relevant advertising platforms. 
    Prioritize avenues where your ideal customer interacts.
  • Consideration: At this stage businesses can offer customers a variety of ways to research and evaluate the brand’s products or services thoroughly before purchasing or reaching out, including detailed product information, showcasing customer reviews, or providing free trials or demos.
  • Decision: Once the customer decides to buy or contact the company, successful businesses know that customer service must remain a top priority through a seamless checkout experience, tailored recommendations, product guides, and customer assistance.
  • Retention: To foster devoted followers of your brand, nothing is more imperative than maintaining product excellence and support. These are the keys to securing recurring sales and increased brand loyalty.

For more information, check out our blog: The Customer Journey: What is it and Why do You Need to Understand it

Creating a Customer Journey Map

Customer journey mapping is a visual illustration of a customer’s engagement with a company through the 4 phases above; from the first interaction to purchase and beyond. When care is taken to meticulously execute the mapping process through data gathering, touchpoint identification, and insight evaluation, the final product will reveal how to meet customer expectations, motivate them to purchase, and earn customers for life.

1. Gather Data: To craft a successful customer journey map, it’s crucial to gather pertinent data for each respective phase. This data may come from sources such as customer surveys, online reviews, social media, ad performance, or website analytics. Conducting direct conversations with customers is also helpful in identifying rich feedback on preferences and challenges. By gathering comprehensive data, businesses enhance their ability to develop a highly effective and accurate customer journey map. 

2. Identify Touchpoints: Identifying the relevant touchpoints where customers are interacting with a brand at each phase will inform where resources should be focused to improve any point in the customer journey. Examples include web searches, ad engagement, websites and landing pages, shopping carts, online reviews, and more. To gain a comprehensive understanding of the customer experience, both digital and physical touchpoints must be identified. No touchpoint should be overlooked! 

3. Map the Customer’s Emotional Journey: Once we understand where customers are interacting with a brand we can strategically analyze the data and insights to better understand the customer’s emotional decision making process. This entails discerning customers’ emotions at each touchpoint, pinpointing pain points, and identifying areas for enhancement – all to best understand how to increase customer satisfaction. 

4. Create the Customer Journey Map: Armed with the information above, we can finally craft the customer journey map. The ideal map is visually appealing and straightforward, with each consideration clearly delineated so the map can easily be used to guide decision making. Stay sharp by regularly reviewing and updating the customer journey map to reflect changes over time.

By following these steps, businesses can create a customer journey map that accurately reflects the customer’s interaction with the brand, and that identifies areas for improvement that will lead to greater conversion rates and long term satisfaction.

Implementing the Customer Journey Map

Creating a customer journey map creates opportunities for businesses to synchronize their marketing, sales, and customer service endeavors, ultimately resulting in business growth. The key lies in spotting pain points and areas for improvement within each customer journey stage, and then executing the proper activities to implement the necessary changes. 

By being aware of these common mistakes, businesses can create more accurate customer journey maps that best inform company decision making.

Get Started!

Businesses determined to dominate their market, drive customer loyalty, and realize continuous growth must innately understand the key moments where they can impact a customer’s decision making process. With a clear understanding of the customer journey, and a powerful customer journey map, brands can strategically implement improvements and adjustments to skyrocket their reputation and profitability. 

Don’t know where to start? No problem! Contact Ignite XDS today, and let our experts guide you in creating a customer journey map that will position you as the leader in your industry!

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Ignite XDS practices a form of operational marketing whereby we believe every facet of your business has an effect on the customer experience your company delivers. We recognize that marketing cannot be conducted in a silo, but rather requires a holistic approach that is woven throughout the organization.