What should be included in a customer journey map?

A customer journey refers to the complete sequence of experiences that customers go through when interacting with a company or brand. This journey captures all stages, starting from the initial awareness or discovery phase, moving through engagement and consideration, leading to purchasing, and finally towards post-purchase interactions which may include support or advocacy.

The aim of mapping the customer journey is to get a comprehensive insight into different customer interactions across various touchpoints. It helps businesses understand how customers are experiencing their brand, where there might be pain points or areas for improvement, and how they can streamline the process to enhance customer satisfaction and loyalty.

Understanding the customer journey is vital for delivering exceptional customer experiences, improving customer retention, and driving business growth.

Learn more about creating a customer journey map for your small business or non-profit.

The customer journey map should include the following stages.

• Awareness. How does the customer become aware of your activities? What questions are they asking as they become aware of or try to understand the problem they’re facing? What channels do they use, and are they physical or digital?
• Consideration. What triggers the customer to consider your product or service, are they comparing it with other alternatives in the market? What questions do they now have? What understanding will they need to be comfortable making a decision?
• Decision. What concrete choices does the customer make at this point? How are they comparing the options? What factors are most important in their decision? How do they buy the product or service?
• Delivery + Use. How does the customer finally receive the product or service?‍
• Loyalty + Referral. Does the customer engage with your service again and become a repeat customer? How will an ongoing connection be cultivated? Do they introduce others? What channels do referrals typically come through?

Learn more about creating a customer journey map for your small business or non-profit.

Mapping the customer journey allows you to understand your customers' experiences, needs, and pain points at each stage of their interaction with your business. This understanding can help you improve your products, services, and marketing strategies to better meet your customers' needs.

Learn more about creating a customer journey map for your small business or non-profit.

Creating a customer journey map involves several key steps. Let's walk through them:

1. Define Objectives: Understand why you're creating the map. Are you trying to improve the overall customer experience, solve a particular problem, or identify gaps in your service?‍
2. Create Buyer Personas: These are fictional characters that represent your ideal customers. They should include demographic information, interests, behaviors, goals, and pain points.
3. ‍Identify Touchpoints: These are the points of interaction between your customers and your business. They could be anything from visiting your website, speaking to a salesperson, or using your product/service.‍
4. Map the Customer Journey: Outline the steps your customers take from their initial interaction with your business to the final purchase or end goal. This could include stages like awareness, consideration, decision, and retention.‍
5. Identify Opportunities and Pain Points: Look for areas where the customer experience can be improved. These could be places where customers are getting frustrated, or where there's an opportunity to exceed their expectations.‍
6. Implement Changes: Use your findings to make improvements to your customer journey. This could involve changing your website layout, improving your customer service, or altering your product offering.‍
7. Review and Update Regularly: Customer needs and behaviors change over time, so it's important to regularly review and update your customer journey map to ensure it's still accurate and useful.
   

Remember, a customer journey map is a tool to help you better understand and serve your customers. It should be used as a guide to improve your customer experience, not as a strict rulebook.

Learn more about creating a customer journey map for your small business or non-profit.

It's a good practice to review and update your customer journey map periodically to ensure it remains accurate and relevant. Changes in your business, market trends, or customer behavior may require adjustments to your map.

The frequency at which you should update your customer journey map largely depends on various factors such as changes in your business model, introduction of new products or services, shifts in customer behavior, or significant changes in market conditions.

However, a good rule of thumb is to review your customer journey map at least once every six months to a year. This helps ensure that it continues to accurately reflect your customers' experiences and expectations.

If there are major changes happening more frequently in your industry, you might want to review and update your map quarterly.

Remember, the customer journey map is a dynamic tool that should evolve with your business and your understanding of your customers. Regular reviews and updates will help you keep it relevant and effective.

At Better Story Marketing, we review our map quarterly as a team to ensure it is effectively engaging our ideal customers and helping them reach their goals.

Learn more about creating a customer journey map for your small business or non-profit.