For years as customers have become more demanding and informed on products and services provided by companies, so the Marketing has had the need to reinvent itself following this trend, searching for new ways to enhance customer satisfaction and even anticipating customers needs, as example of that we have Inbound Marketing, but in the recent years we’ve been assisting to the rise of new ways of delighting customers taking the concept of customer satisfaction to a new level. Customer Journey Mapping is an example of that, nowadays this new Marketing trend has become part of Company’s Marketing Strategy, as a factor of customer satisfaction and sales optimization.
But what is Customer Journey Mapping?
A Customer Journey Map is a visual presentation of all interactions that a customer has with your business or brand. The Map can be quite complex reflecting how your customers interact with your business. For instance, customers can start for making a request that is influenced by a blog article, or a research on search engines, or even offline through the more traditional channels.
Whatever may be the Customer Journey, capturing it through a visual map, will provide valuable insights in the way how customers interact with your brand/company, as well will allow to discover key areas that could be enhanced.
In time the use of Customer Journey Mapping allows to enhance the customer experience and in its turn sales.
Customers have great expectations in what concerns to choose the company where they purchase their products and services. The digital era came to change how people make their purchase decisions, customers want to know your company, what drives it and how its vision and values match with theirs. Said that, one of the first reviewing points are the company values. Your company’s values are a good way to communicate what type of company is, how it acts and what differentiate it from others, doing that your customers will feel what it’s like to deal with your company and its staff at each level of the buying process.
Why we need to create a Customer Journey Map?
A Customer Journey Map will allow us to gain valuable insights through a profound understanding of how customers think and behave, helping you to offer products and services that your customers really need and value, as well giving you the opportunity to change parts of your business or journey therefore meeting what your customers want and value.
The Customers Journey Mapping will help you to understand what your customers want, what it concerns them, how your products and services meet their expectations and what you need to change to assure a better customer experience through all the business areas.
Defining the Customer Journey along all touching points and make required improvements will guarantee a competitive advantage in the market where operates.
Which are the main benefits of a Customer Journey Map?
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Will allow to identify well succeeded touching points and what it needs to change in the journey to enhance the customer experience.
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A map will allow to understand the customer requirements in each level, allowing you to create captivating messages and content.
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Will help you to focus on the key priorities of your business.
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Will allow you to create an effective Marketing strategy in all the relevant touching points, allowing you a better budget management.
The importance of creating personas in the Customer Journey Mapping.
Similarly to what is done in Inbound Marketing in the Customer Journey Mapping the Personas development is essential to define customer profiles, helping to create an image of who we want to communicate allowing us to have a deeper vision of the customer.
The Purchase Process.
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Awareness – When the person find that needs a product or service
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Consideration – When the potential customer begin to consider products or services that could satisfy its needs
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Evaluation – When search online for informations or request recommendations.
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Purchase – The moment he or she buy the product or service becoming a customer.
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Post Evaluation – When the customer evaluates its buying decision and experience.
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Customer Feedback – When the customer gives feedback related to the product or service.
