Before you start mapping your customer journey, you need to have a clear idea of what you want to achieve and what you want to focus on. Do you want to map the entire lifecycle of your customer, from awareness to loyalty, or do you want to zoom in on a specific stage, channel, or segment? Do you want to map the current state of your customer experience, or do you want to envision a future state that aligns with your vision and strategy? Defining your goals and scope will help you narrow down your research, data, and resources, and avoid getting overwhelmed by too much information.
To create customer journey maps that reflect the reality and complexity of your customers, you need to conduct thorough research and gather qualitative and quantitative data. You can use various methods, such as surveys, interviews, observations, analytics, feedback, and personas, to collect information about your customers' demographics, behaviors, preferences, motivations, challenges, and expectations. You also need to understand the context in which your customers interact with your brand, such as their environment, situation, mood, and influences. Researching your customers and their context will help you empathize with their perspective and needs, and validate your assumptions.
Once you have enough data and insights about your customers, you can start mapping the stages, touchpoints, and actions of their journey. The stages are the main phases of your customer's relationship with your brand, such as awareness, consideration, purchase, retention, and advocacy. The touchpoints are the points of interaction between your customer and your brand, such as your website, social media, email, phone, store, or app. The actions are the specific tasks or activities that your customer performs at each touchpoint, such as browsing, searching, comparing, ordering, paying, or reviewing. Mapping the stages, touchpoints, and actions will help you visualize the flow and sequence of your customer's journey, and identify the key moments of truth.
Asimismo puede contar con diversos sistemas podrán ayudar a colectar información valiosa en cada punto se encuentre el cliente, por ejemplo desde herramientas de Google y Facebook para etapas iniciales de exploración de oferta de productos, Salesforce Marketing Cloud, CRM Dynamics para un seguimiento más puntual del mapeo de su proceso de compras, su sistema donde maneja su Ecommerce como Magento o tiendas de Afiliados como podría ser Amazon o Mercadolibre, e igual ver como se integra compras de nuestros clientes con otras áreas como podría ser Finanzas o Logística ahi se recomienda su sistema ERP como SAP u Oracle Netsuite.
The next step is to map the emotions, pain points, and opportunities of your customer's journey. The emotions are the feelings that your customer experiences at each touchpoint, such as happiness, frustration, excitement, or disappointment. The pain points are the problems or issues that your customer faces at each touchpoint, such as confusion, delay, error, or dissatisfaction. The opportunities are the potential solutions or improvements that you can offer to your customer at each touchpoint, such as clarity, speed, accuracy, or delight. Mapping the emotions, pain points, and opportunities will help you understand the impact and value of your customer's journey, and prioritize the areas that need your attention.
The final step is to map your brand and value proposition at each touchpoint of your customer's journey. Your brand is the identity and personality of your business, expressed through your name, logo, tone, style, and message. Your value proposition is the unique benefit and promise that you deliver to your customer, expressed through your features, advantages, and outcomes. Mapping your brand and value proposition will help you communicate how you are different from your competitors, and how you can meet or exceed your customer's needs and expectations.
By following these steps, you can use customer journey mapping to differentiate your brand and value proposition from your competitors. Customer journey mapping will help you create a customer-centric and value-driven strategy that will enhance your customer experience and loyalty.
A clear vision of the customer journey allows sales managers to put themselves in their customers' shoes and anticipate their steps, maximizing the chances of a positive and lasting relationship. The main benefits of building an effective customer journey map include the following: - Extracts insightful information - Predicts customer behavior - Detects gaps and loopholes (gaps between devices/systems, gaps between departments, gaps between channels) - Shows customer progress through the sales funnel - Helps businesses understand the customer's experience - Increases customer loyalty - Boosts cross-selling / revenues - Provides benchmarks and comparisons vs industry / competitors, increasing awareness about own positioning