Customer Journey Mapping

Customer journey mapping: the journey is the reward

How can companies accompany their customers at every touch point, whether digital or analogue? Where do our customers come into contact with our company, our brand and our products? These touch points can best be sketched out on a map. The customer journey map is used to depict the entire customer experience from the very first contact to the long-term customer relationship. What is required for this?

  1. Mobility is everything in this regard. Mobile devices provide tremendous potential when it comes to accompanying customers along the entire customer journey. And this is possible in new and entertaining ways. The augmented reality world of Pokémon Go and the immediate experience of Snapchat or Facebook Live are just two examples of this.
  2. The boundaries are fluid between online and offline. Customers don’t distinguish between analogue and digital. This is nothing more than a marketing concept. They just use what is most comfortable and convenient at that moment and constantly switch not only between the analogue and digital world, but also between different devices. Therefore, marketers have to develop campaigns that offer a seamless, consistent customer experience across all channels and platforms.
  3. Who is travelling where? A customer journey map should include two things: personas representing customer groups and a common goal – namely your goal and your customer’s.
  4. Feedback from real people: Data analysis is helpful when it comes to obtaining valuable information about the audiences you want to reach. But in order to obtain feedback on the customer experience, it is also important to speak with real people.
  5. The customer journey is relevant to everyone. Whether customers have a consistent customer experience is not up to one department alone. Therefore, the customer journey map should be created by a cross-departmental team.
  6. Each touch point counts. Create the customer journey map with all the touch points that the customers have with your company, your products and your brand. The form of representation is secondary here. Every touch point can be assigned to one of the following categories: awareness, discovery, information, evaluation, purchase or use of a product or service.
  7. The moment of truth: All touch points are important. But some are more important than others, because they lead directly to the purchase. These should be especially indicated on the customer journey map.
  8. Lessons learned: A customer journey map can help identify where the customer comes into contact with your company or your brand and where there are gaps between communication channels, device platforms and departments that need to be closed. It also indicates where customers leave, so you can put more effort into these touch points. And it helps identify critical touch points where optimization promises to be most effective.

Customer journey mapping should be an integral part of modern marketing and serve as the foundation of every concept.

More information on the methodologies of the Customer Journey approach can be found in our Blog Special.

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