A customer success journey allows your clients to interact with the company seamlessly. It’s also an easier way to visualize the customer’s experience to improve retention and make them feel better.
Here is the ultimate process of creating a customer journey map:
- Create Buyer Personas: Use questions, interviews, and one-on-one conversations to create personas. In these conversations, notice a customer’s baseline behavior. Use a detailed list of consumer research questions. Some examples include:
- What are their buying processes like?
- Were they happy with their previous vendors?
- What motivates them to buy?
- Are there buying seasons, i.e., Christmas?
- Identify Touchpoints: Also known as points of contact, touchpoints are moments a buyer meets a seller. To identify touchpoints, know where customers hang around. What social media do they use predominantly? Touchpoints help marketers use the best communication channels to meet their customers.
- Choose a Specific Map: Some maps focus on the current active emotion of the customer. To create this map, brainstorm the thoughts, desires, beliefs, and feelings of a customer. However, futuristic maps ask how my product will change a customer’s life. Put all your notes in your draft.
- 4. Write an End-to-End Journey: You must understand your customer’s lifetime moments. Identify the stages within a life cycle and the approximate timelines in each stage.
- 5. Match to Marketing Goals: List your marketing objectives. How can you help advance objectives in the journey map? Put each product in an ideal stage in the life cycle.
- Revise and Repeat: Always tweak your journey map. Optimize the most successful touchpoints, and eliminate bad experiences. If possible, test several journey maps and use the best one.
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