Due to the many channels and scenarios of behavior, the customer journey is usually complex. Here, for example, is what the IKEA customer journey looks like. Moreover, only one part of it takes place in the store, and the other two – outside it and online.
To identify such a route, you have to conduct special laborious research, but it’s worth it. As Kofi Senaya, Chief Product Officer, Clearbridge Mobile , puts it, “Building a buyer journey is an effective way to understand what turns an observer into a long-term, loyal customer .”
A customer journey map is a visualization of the buyer’s journey. It displays the stages that the client goes through and what emotions they experience, the points of interaction with the brand and the difficulties that do not allow him to achieve his goals.
- Understand the client’s behavior, what he thinks and feels. So you can address the buyer in his language, change the product not at random, but according to his needs. Develop solutions, design and marketing strategy focused on your consumer.
- Find out the pains of clients and see at what stages they arise. By eliminating their causes, you reduce the number of failed deals. And having learned what causes the wow effect and at what stages, you can enhance it.
- Spend less on customer acquisition. There are statistics that attracting a new client is 3-30 times more expensive than retaining an old one.
Mapping the customer journey is a long process Pakistan Email List that requires the collaborative effort of the entire brand team. There is no single algorithm for its construction, because all businesses are different. A customer journey map can be very detailed, as in the example below.
How to build a customer journey map
But first, you can build a simpler version that will help you better understand how the consumer moves towards the purchase and at what stages he can “fall off”. Let’s list the main components of the customer journey map.
- Buyer portrait. Not included in the map itself, but needed to build it. Determine who uses the product: what kind of person, where he lives, what he is interested in. Ideally, the target audience should be segmented in order to then create separate maps for each type of client, because their scenarios can be very different.
- The stages that buyers go through while interacting with a brand. For example, searching for a product online, going to a website, communicating with an online consultant, ordering, using a product, etc. It is advisable to set a time frame for each of them.