Skip to 0 minutes and 18 seconds So you have decided to do customer journey maps for your business. Great. Where to start? So an easy way that you can start is going onto your search engine and put it in, customer journey maps. You’ll get lots of responses and lots of different images. And they will give you generic steps that other people have used for their business. It’s a great practical place to start. I’m going to talk to a very simple customer journey, just to bring this to life. Across that journey, there are six stages.
Skip to 0 minutes and 54 seconds Rather than focusing across all six, what we’ll do is we’ll start with talking about just the first three. So awareness. What is the practical next step you can do to understand awareness? First of all, you can do it from your point of view. A very easy thing you can do is search for a story board. And you don’t need to have drawing skills to be able to do a storyboard well. I’m just asking you to look at stick figure men, and squares, and circles, and triangles. So enough to force your brain to think about what’s the steps that the customer does to become aware of your product. Is it that they see a billboard?
Skip to 1 minute and 31 seconds Is it that they see a banner in a social media site? What is the thing that triggers them to know about you?
Skip to 1 minute and 41 seconds When it comes to buy, you can again walk your stick figure through the steps that they go through to buy. This will help you identify where your website is making it easy to buy, or where there’s opportunities for improvement. So for example, will they go into a search engine and search for your brand? Or will they get an advert that will drive them in? And how many steps does it take them to get to buy? Does it take them seven steps? Does it take them five? There are your opportunities. How easy and effective is your buying process?
Skip to 2 minutes and 15 seconds When you’re ready to look at engage, you’re assuming by that stage that they’ve bought your product or service. So this is after they’ve done that, how do you keep that relationship with them? This is really important to look at if you want to have further interactions with your customer. So does that engagement look like social media? Do you have permission to interact with them on social media? Does it look like EDM’s or different emails that you can send them to let them know what you’re doing now and next? Do they care? That’s interesting to know, as well. Is your product or service a one and done, and they want to just do it and then go away?
Skip to 2 minutes and 56 seconds Or is it something that you’re looking to have this continued relationship with? Again, map it from your point of view to start with. That’s the easiest place to start on a storyboard. And then look for what data do you have that backs up that that’s what they do. Once you have done your storyboards and looked at the steps and the data that you have, start asking your customers. What did they do? What did they think? And why did they do that? Did they take out your product or service because they had an unmet need? And did it meet their needs? And this one, how many stages do you think that they’ll do?
Skip to 3 minutes and 37 seconds In summary, the customer journey is a visual representation of the stages the customer goes through. It’s a great idea to do this for your online business so that you understand what takes a customer to your website, how they interact with you on the website, and what are the stages that they then go on to do. This is a great technique for you to understand their needs, and the opportunities to grow with them.
Visualise the journey
The information in a customer journey map is represented using layers that include who you are targeting, what they are doing, what they think and feel, and where opportunities exist for your business.
Think of each of these elements of a customer journey map as layers. When visualising the information you have gathered for each of these layers imagine them combined into a single map.
Think about it from a hierarchical manner - the following represented in the rows, and the purchase steps in the columns:
- Actions: At what point does the customer become aware of your product? Visualise the actions associated with researching online, speaking with family and friends, using a search engine etc.
- Thinking: Highlight what the customer or consumer is thinking at this stage about their needs, the product or service and the category. Look at what you are doing to engage them in your offering throughout the journey.
- Feeling: Include how the customer or consumer is feeling and what is driving them to buy your product.
- Expectations: Include how your business or your category is meeting or exceeding the customer’s or consumer’s expectations in relation to use of the product or service to solve their problems. This can be easily done by applying an icon for the various feelings that may be experienced at each purchase stage (such as a happy, neutral or sad face). Uncovering both the points of pain and the positive feelings can provide you with insights into how to convert the person from a browser who leaves your website to a customer who stays and purchases your product or service and hopefully returns to purchase again.
- Opportunities: consider action that you can take to improve the relationship with the customer or consumer and to bring them closer to your website in order to purchase your brand or product.
For a complete example of the visualised journey refer to Hoski & Goddard’s article in the related links below. Also, there is a great video by Adaptive Path on what you need to take into account when developing a customer journey map. The video is available via the related links area below.
Remember, that whilst developing a customer journey can be a complicated task, a small business can undertake this task by streamlining and simplifying the journey map.
© RMIT University 2017