JOURNAY MAP DEFINITION A customer journey map is a visual representation of the process a customer or prospect goes through to achieve a goal with your company. With the help of a customer journey map, you can get a sense of your customers’ motivations –their needs and pain points.
HOW YO 1. 2. 3. 4.
Set clear objectives for the map. Profile your personas and define their goals. Highlight your target customer personas. List out all the touchpoints.
Actions List out all of the actions your customers perform throughout their interaction with your brand.
WHY The best way to visualize how a customer interacts with a business is by mapping it. Most customer journey maps start as excel sheets that outline key events, customer motivations, and areas of friction within the user’s experience. Then, this information is combined into a comprehensive visual that describes an average experience with your business. By understanding this relationship, you can understand how to structure your touchpoints to create the most effective and efficient process for your customers. A customer journey map maps out the current process, from the first to final touchpoint, to see if your customers are currently reaching the goals and, if not, how they can.
Emotions & Motivations Customer's emotions will change depending on which part of their journey they're at. The emotional driver of each of your customer's actions is usually caused by a pain point or a problem. Obstacles & Pain Points Get to know what road blocks are stopping your customer from making their desired action. Highlighting these potential obstacles in your customer journey can help you to mitigate them. 5. 6. 7. 8.
Identify the elements you want your map to show. Determine the resources you have and the ones you'll need. Take the customer journey yourself. Make necessary changes.
REFERENCE: “How to Create an Effective Customer Journey Map.” – blog.hubspot.com/service/customer-journey-map
AFRICA 10
40
