Customer Journey Mapping Strategies (Part 2 of 2)
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This is a two-part article describing customer mapping strategies. We’ve already introduced customer mapping, and highlighted the first three steps – and arguably the three most important steps – which are doing your research and gathering your data followed by using that data to identify your customer touchpoints. We’ll finish off exactly how to go about customer journey mapping before beginning to talk more specifically about what customer journey mapping does and doesn’t do, and how you can use it to grow your business.
We’ve already gone over how you need to do your research, gather data, and then analyze that data. From there, you can begin to identify customer touchpoints and finetune those touchpoints in terms of the customer experience.
1) Create your customer journey map
There are many different ways to build maps, all of which focus on the entirety of the customer’s journey and the pain points they might experience. It means identifying the customer’s own goals, needs and own emotions at each step of the journey, as well as their questions, perceptions, performance metrics, and necessary flaws to get past. Each touchpoint, each critical moment wherein the customer’s emotions are tapped into – whether those emotions be pleasure or confusion – should be on this map, as well as any actions you want the customer to take along their journey.
Your map will look different depending on a lot of different factors, but what matters most is that you have a visual representation of the customer experience. As mentioned before, the purpose of this exercise is to really understand what customers go through and be able to see it all at a glance so that going forward you can tweak it and optimize to near perfection.
2) Predict and prevent customer churn
Once your map is finished, you need to make sure it’s accurate. This can be done with focus group feedback, customer forums, or from feedback from your own team members. In general you want to look back at the goals and data points you set up in previous steps and see if they are being optimized the way you think they should be. Is the customer experience the way you think it should be? Is their experience streamlined across channels? Using predictive analytics, Dataroid helps identify the customer group and customer journey steps with high churn potential.
3) Make sure to update your map regularly
Finally you need to know that your map is never a finished product. Just as your product updates, so does your data change, your target audience shift, and your map needs to shift accordingly. As long as you are updating your map in line with data-driven insights, your business should be fine going forward.
Customer journey mapping is a detail-oriented way to visualize exactly what your customer experience is with your product or service. It’s extremely useful, because businesses themselves are often too much in the weeds of what they’re doing and providing to see how it’s being experienced on an emotional level by the customer themselves. As a result, a detailed and diligent customer journey map can shift a business’s focus onto the customer, through research, insights, and a focus on the touchpoints the customer interacts with most. This allows businesses to find pain points and act accordingly, before massive churn occurs to save their business and move forward into the future.
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