Of of the crucial tools of a marketer is the customer journey map, which help indicates to a marketer all the touch points where a customer interacts with a brand or company- throughout the entire lifetime of the interactions between the parties. Creating and maintaining a customer journey map is a process, and a key process that must be done right or effort or money could be wasted trying to engage where your customers are not. The information in a customer journey map can help hone and even individualize customer interactions to help not just improve customer experience but brand value in general.
Experts at CleverTap, a SaaS company, recommend “Remember that the customer journey map is about the customer’s perspective, not your product. Keep this fact top-of-mind when you’re building one out.” They also that a company start with the 5 W’s of customer interactions- how, when, where, why and what are your customers interacting with your brand? In another turn of phrasing, they can also recommend breaking interactions in five different parts: personas, timeline, actions, channels, and lastly feelings/expectations.
The order listed is how the analysis can be broken down as well. First, to create a persona, a brand should analyze actual customers for who they are and how they are behaving. Next, consider when customers are on the app or website- can this be utilized to better engage them? Do they have a time preference for contacting them? After that step is complete, it’s time to analyze engagement- is there a certain platform they prefer? Make sure to include communications there on your next campaign. Lastly, and what some consider most importantly- are your customer’s feelings and expectations of the brand. “Did the product fall short, or was the buyer experience poor or inconsistent? This is where opening up channels for customer feedback is key,” said [Experts at CleverTap]. “Find out how you could have done better. Improve your future communications and show them you’re listening.”
They also indicated that after the mapping has been fully fleshed out, there is a lot of analysis that can happen after the process is complete. As a brand, key points of interest to watch for are: unneeded interactions, negative experiences, successes, omnichannel friction, and the time spent at each stage of the customer journey. (read more about analysis using the links below).
The reasons why are clear: “Iterable’s Holiday Quick Poll revealed that 83% of those polled said they were more likely to purchase from a brand with which they have an emotional connection. The results also indicated that those with higher incomes are significantly more likely to purchase from a brand that they have an emotional connection with — more than 50% of those making over $100K a year said they are “much more likely” to make a purchase when they emotionally connect with a brand”