A customer journey map is a simple picture of the path someone takes from first hearing about you to becoming a repeat customer. In our overview of customer experience, we suggested walking through that path. This post shows you how to do it step by step and turn it into a map you can use.
Choose who you’re mapping
Start with one type of customer. A customer persona helps here. Different customers take different paths, so trying to map everyone at once usually produces a muddle. Begin with your most important group.
Lay out the stages
A simple structure works well: becoming aware of you, considering their options, deciding to buy, the purchase or service itself, and what happens afterward. Adjust the stages to match how your business really works.
List the touchpoints at each stage
Write down every place a customer meets your business: a search result, your website, a social post, a phone call, an email, a quote, an invoice, a follow-up. Include the ones you don’t control, such as reviews and word of mouth.
Capture what the customer is thinking and feeling
For each stage, note what questions the customer has, what they’re trying to do, and how they probably feel, whether that’s curious, uncertain, excited, or frustrated. The best source is real customers, so ask them or review the questions and comments you already receive.
Find the pain points and gaps
Look for places where people get confused, wait too long, or drop out. Compare what customers need at each stage with what you actually provide. The gaps are your opportunities.
Decide what to fix first
You can’t improve everything at once. Choose the one or two problems that cost you the most customers or cause the most frustration, assign someone to each, and set a date to review the results.
Keep the map alive
A journey map isn’t a one-time poster. Update it when your services, website, or customers change, and share it with everyone who deals with customers so they understand the whole picture.
If you’d like help reviewing how your website supports each stage of your customers’ journey, get in touch.