5 Steps to Define a Customer Journey Map

What is a customer journey map and what is it for

A customer journey map is a representation (in the form of an image, diagram, illustration) of your customers' experience with your company.

A customer journey map It serves companies to put yourself in the shoes of your customers while seeing your own business from the point of view of your customers. That helps companies ultimately improve their sales.

Benefits of Customer Journey Mapping

• Identify the consumer needs at every stage of the sales funnel.
• See what differences there are between the ideal customer and the real customer.
• Generate a digital marketing strategy coherent.
• Improve the user experience of your company.
• Put business priorities based on the insights that have been identified.
• Increase the sales.

Steps to define a customer journey map

1. Define buyer persona and scenarios

The first necessary step is Define the buyer persona. In addition, it will be necessary to define what scenarios you will encounter along your journey. This point is important because the scenarios will help us to define Touchpoints, which we will see later.

2. Understand the objectives of the buyer persona

What is the objective of your buyer persona? What are you looking for, what you need every step of the way, taking into account that they change depending on the time of the process you are in. For example, it could be that the buyer persona is looking for different product or service options, or that they are looking for a specific feature about a product, or that they are comparing prices, etc.

3. Define the Touchpoints

What are touchpoints?

The contact points or Touchpoints consist of moments in which there is some type of contact between a consumer and a company. Los Touchpoints are either direct or indirect. Los direct contact points are under the company's control, whether through the website, advertisements, sending newsletters or communicating the brand on social networks. The indirect ones, on the contrary, cannot be controlled by the company and are manifested through Reviews, comments on social networks, publications from third parties, among others.

Keys to defining touchpoints

In order to be able to define the Touchpoints You must identify your buyer persona at each stage of the customer journey What channels are used for buyer personas and what is the objective or concern being raised.

4. Understanding pain points

What are pain points

Pain points are those problems that users/customers have in their experience with a brand. These are those emotionally negative moments (whether irritation, frustration, etc.)

What are pain points for

Paint points are used for improve relationships with your customers or potential customers. If we can identify paint points, we will be able to adapt to our users and improve the user experience. Finally, it will help us both to acquire customers and to retain them.

To know them, it will be necessary to carry out a qualitative study using different methodologies, such as active listening or web analytics.

5. Review

We must test our map to make sense. To do this, we must analyze how it is working, and when we detect a point that does not work, review and adapt it. We cannot completely finish a customer journey map, since the customer is evolving, so we will periodically review it.

If you want to define a customer journey map and need help, you can write to us and we'll start working on your digital strategy.

How can we help you?

If you need more information, do not hesitate to contact us.