your overall plan
A customer journey map is a visual storyline of every engagement a customer has with a service, brand, or product. The creation of a journey map allows an organization to see and understand their customer’s processes, needs, and perceptions.
A journey map lays out all touchpoints that your customer may have with your brand – from how they first heard of you through social media or brand advertising, to their direct interactions with your product, website, or support team – and includes all of the actions your customer takes to complete an objective (Action) across a period of time.
This can then lay the groundwork for essential changes to your product or service, or overall customer experience, marketing, and business strategy.
Creating a customer journey map is the process of forming a visual representation of customers’ processes, needs, and perceptions throughout their interactions and relationship with an organization. It helps you understand the steps customers take – the ones you see, and don’t – when they interact with your business.
- It helps you determine their pain points, human truths, and motivations.
- It helps you determine where you might need the most repetition, or where they might go if they wanted to validate what they’ve heard.
- It helps you plan for what type of media they consume, and what they use each step for. It also allows you to plan how different segments might experience this journey.
- It also helps you to write better objectives so you can monitor, and tweak the content and initiatives you undertake.
Most of these will be tied to standard sections in an AIDA model, or something similar, in that they will section efforts into Awareness, Conversions, Actions, and it allows you to see what might happen after the Action as people move toward loyalty and spreading WOM about you.
