Searching for the Right Path to Success — Create a Customer Journey Map for Your Business

If you’re not aware of your customer journey, you probably don’t know your customers too well. The more complete picture of your customers you have, however, the better for your business — and customer journey mapping is a big part of that. By mapping the touchpoints with your company, you can easily identify issues your customers might encounter, adjust these touchpoints, and improve their experience along the way to increase customer satisfaction.

Just consider the following customer journey mapping benefits:
54% greater return of marketing investment,
10x improvement in customer service costs,
24% more of positive social media mentions,
3.5x greater revenue from customer referrals,
18x faster average sales cycles, and,
56% more cross-sell and up-sell revenue.

It is important to establish a clear customer journey in your digital strategy to ensure your customers get from Point A to B without any confusion, increasing your chances of conversions. At Bloom, we help our brands break down your customer journey phase by phase, aligning each step in your process with a specific goal and redesigning your touchpoints to maximize customer success. Here’s a quick sneak peek behind the curtain at how we start the journey mapping process to help our customers identify critical touch points and achieve long-term success with their brands.

Customer Journey Mapping Outline

1. Set a goal for the journey map
2. Survey customers to understand their buying journey
3. Ask customer service reps about the questions they receive most frequently
4. Create a customer journey map for each buyer persona

It’s imperative to use a customer-centric approach throughout your business with a customer journey map that can be used as a baseline of the customer journey from initial engagement to post-purchase support.  Here are a few Map examples and why we use them.

B2B Customer Journey Map Example

 

 

• Goes beyond the actual purchasing phase by incorporating initial research and
  post-purchase needs
• Effective because it helps employees get into the mind of the customer by understanding the normal questions they have and the emotions they’re feeling
• There are incremental action steps that can be taken in response to these questions and feelings that will help it solve all the current problems customers are having

Day in the Life Customer Journey Map Example

 

 

• Visualize the actions, thoughts, and emotions your customers currently experience in all the activities in which they partake daily, whether or not that includes your company
• Gives a wider lens into the lives of your customers and what their pain points are in real life
• Are best used for addressing unmet customer needs before customers even know they exist
• May use this type of customer journey map when exploring new market development strategies

Current State Customer Journey Map Example

 

 

• Most widely used type of customer journey maps
• Visualize the actions, thoughts, and emotions your customers currently experience while interacting with your company
• Are best used for continually improving the customer journey.

Future State Customer Journey Map Example

 

 

• Visualize what actions, thoughts, and emotions your customers will experience in future interactions with your company
• Based on what their current experience is, you’ll have a clear picture of where your business fits in
• Are best used for illustrating your vision and setting clear, strategic goals
  Service Blueprint Journey Map Example

• Begin with a simplified version of one of the above map styles
• Layer on the factors responsible for delivering that experience, including people, policies, technologies, and processes
• Are best used for identifying the root causes of current customer journeys or identifying the steps needed to attain desired future customer journeys

When you take the time to implement your customer journey into every aspect of your digital strategy, you are better suited to create the type of content that will attract current customers to your site and keep them coming back. And you are better informed on how to build a new customer base by researching the needs and pain points of your typical customers, mapping out their journey to provide a better picture of your target audience.

When you’re ready to start mapping your customer experience, the team at Bloom is here to help. Contact us, today.