How to Create a Customer Journey Map | 7 Vital Steps

A customer journey map will decide the success of your product. You need to nail it right to make sure your customer has the most ideal path to achieving their ahaa moment. We've mapped out 7 key steps in creating a customer journey map

The customer journey map is the visual representation of the process the prospects or clients do to achieve the application's goal. (For Example e-commerce websites, the end goal of the customer is to make a purchase. The entire visual representation of the client’s purchase is the customer journey map). With the help of a client journey map, you can feel your clients' thoughts, requirements, and trouble spots. Customer journey maps include two significant elements: storytelling and visualization. Simply knowing the customer journey is not enough; it is best to visualize and other employees or team cab refer to as a resource.  This is the place where a customer journey map becomes possibly the most important factor. The journey map helps the software development team to understand and address the customer wants. In this article, let’s dive deeper into the customer journey mapping, benefits, elements, and many more

What Is a Customer Journey Mapping?

According to recent research from Salesforce states that the customer experience is more important than ever before.

  • 80% of the customer consider their experience with the company is more important
  • 69% of the prospects  wants to communicate with the business on real-time
  • 60% of the UK clients expect the client experience to be associated

So, client expectations are enduring a major transformation. Then an immediate question will arise on our mind, how the business will meet the expectation and how to make sure that the customer journey is smooth for the business. One of the greatest ways to understand and optimize the client experience process is known as customer journey mapping. The mapping is the visual representation of how the client interacts with the brands.

Customer journey mapping is also known as journey mapping. The Majority of the journey mapping begins with an excel sheet describing the user goals, key issues, frictions on the client experience, and customer desires.

Storytelling and visualization are crucial aspects of journey mapping because they are powerful methods to convey the information in a memorable, concise way, creating a shared vision.

Benefits of Customer Journey Mapping

Solving customer problems will help your business to achieve long term success. Here is the 4 major benefits of Customer Journey Mapping (CJM)

  1. You can refocus your business with an inbound leads

Instead of finding customers through outbound marketing, you can identify clients with the help of inbound marketing. Outbound marketing concentrates on the general audience even if you will target the individual who was not interested in the product or application. Outbound marketing is inefficient and expensive. Inbound marketing can be done by creating interesting content that the customer already seeks for and it will grab the attention of the user and later it can concentrate on the sales.

Through the journey mapping, you can understand what interests your visitor and which element is helpful in your website or app is helpful for the user. Based on the inputs you can develop the content that attracts visitors to your business and retain them.

  1. You can develop a new target customer base

If you don't correctly understand the customer journey, you probably also don't completely know your customer's demographics and psychographics. It is a waste of time and capital if you regularly target a general audience who is not interested in your products or services.

Investigating your targeted customer's needs, pain points, and mapping out their journey will get a solid picture of what kind of target audience is reaching your website or application. From those research findings, you can easily reach a specific audience.

  1. You can achieve proactive client support

The journey map is like a roadmap to the customer's experience.  It provides insights where the client’s delightful experience and where the clients get frustrated on your website/application. Knowing then ahead of time will help you to create a better customer service strategy and maximize your user and brand value.

Active client support will make your brand more reliable among the user base. For example during the holiday season, you can create an excellent impression among your clients by informing them ahead about your service team working hours changes during the holiday times. You can also provide the end-user with additional support or faster solution methods where the user needs immediate assistance (24/7 support center or chatbot or knowledge base support).

  1. Improve your customer retention rate

When you have a full view of the journey map then will be able to find out the place where you want to make an improvement. If you find the client pain points you can avoid the customer from dropping your product. Statistics say that 33% of the users switch the application If the customer faces a poor client experience.

How to Create a Customer Journey Map

As we discussed there are some benefits of the customer journey that include: identifying the area where your brand wants improvement, discovering new opportunities, and improving customer experiences. In this article let's look into the 7 steps of how you can create a customer journey map.

Step 1: Set a Clear Objective or Targets for the Map

Before planning your CJM, ask yourself why you are making journey mapping. If you identify the targeted goal, then it would be easy to navigate towards them. So the first phase is identifying purposes, and establishing targets are necessary first steps to make a journey mapping.

It's essential to make targets and determine what you need to achieve before you start the mapping. Performing this will narrow down you towards the most effective methods to achieve targets. Having objectives as a top priority while proceeding with a target helps you stay on the right track.

The initial phase in deciding how to make a CJM should address the following inquiries: Why do you need to perform this map? Whose point of view will it be? Whose perspective will it be from? What practices will you be factoring in?

Based on this you are able to establish the customer personas. Imagine customers with all the demographics and psychographics that describe your average clients. Having a detailed persona helps you in directing to coordinate each part of your mapping.

Step 2: Build a Buyer Personas

Buyer persona describes a particular client segment for your business or brands. While creating a buyer persona, consider the following aspects: demographics, buying choice, history, lifestyle, character, and data sources.

This is where client interviews, customer feedback surveys, and different types of statistical surveying come in. If you want more customer information through research, these data will help your business place customer viewpoints.

A quick tip: make sure and ask  'why' questions this gives you more insights about the customer/ user behaviors and motivation.

Since CJM is created based on the buyer persona so make sure that you are accurate as possible. The numerous pieces of information you employ while building a buyer persona would be better. Preferably, you'll need to restrict every CJM to a maximum of 2 personas.

Step 3. Discover Customer Pain Points and Moments of Delight

Technically, this step on the customer journey includes the customer's delightful moments and the customer's pain point. As a business, you need to understand the importance of the wanted to customer pain points and motivations. It would be helpful in the later parts of the journey mapping. Analyze your buyer persona.

Identify how your clients think at each phase to achieve their goal right from before purchase, purchases, and after purchase.  For example, Identify whether a visitor is happy where the website navigation is easy for them. Discover the place where your customer's negative experiences on the site.

Now find who is involved on the team on these touchpoints? Like Your marketing team, web designers, and copywriters? Other identify other teammates who will help to collaborate and improve the situation?

Step 4: List Out All the Touchpoints or Maximize Your Touchpoints

Touchpoints are the spot where the visitors of the website interacts with you. Analyze all the customer touchpoints on your website/application and list them where your prospects interact with your brand. This is a crucial step in creating a customer journey map because it gives you insight into your customers' actions.

Using fewer touchpoints than expected will make the user leave your site more quickly or similarly if your site has more touchpoints that prevent the users from reaching the end goal. Then the site would be more complicated for the users. The touchpoints are the critical points where you can understand the user difficulties and purposes of customer journeys.

Identifying all touchpoints for your brand doesn't mean it has to be relayed only for your website. Find all the best ways where the users interact with your business online. It includes email marketing, ads, social media platforms, Review sites, and more.

To identify touchpoints rapidly, do a google search of your brand, identify the pages that mention your business, check with google analytics, and identify your website's traffic source. Decrease most common touchpoints and will most likely see the action associated with it.

  1. User Actions

List out all of the actions that your consumers do while they interact with your brand. It can be a keyword they use on search engines or might be a link on the email. Identify and list all the actions of the users. From this, you can get to know to achieve the goal does the customer wants to perform multiple actions or not. You can reduce the number of steps users will seem risky, but it will increase your conversion rate.

  1. User Emotions & Motivations

All marketing has some effects; similarly, every action your user gets is motivated by emotion. Users' feelings vary based on which part of the customer journey they are.

A pain point or a problem usually causes the emotional driver of each of your customer's actions. Acknowledging this will help you provide the right content at the right time to smooth the customer's emotional journey through your website.

  1. Customers Pain Points & Obstacles  

Get the user roadblocks that prevent them from making their desired action. One of the user's main obstacles is cost; for example, the visitor will love the products and the products to the cart, but unexpectedly user will experience high shipping rates. Highlighting these potential obstacles on the entire customer journey. For instance, you can provide answers on the FAQ section regarding why the shipping costs are high.

Step 5: Experience The Customer Journey Yourself

Preparing the customer journey maps doesn't mean that the work is complete. The essential part is analyzing the results. For example, the customer reaches the website becoming makes a purchase, they will leave the site. Figure out the reason why clients leave the site and how you can improve to make customers buying. Few questions have to be answered before finishing the customer journey mapping.

Analyzing the results will show where the customer gets disappointments and get to know what the client expects.  Ensure your customer that you provide a valuable experience and clarify to the clients that they can find solutions to their problems during the customer journey.

Customer journey mapping will be complex until yourself walk through the entire process on the website or application. For each persona, follow the journey through social media activity,  emails, online search, and many more.  

Step 6: Classify the factors you need your map
There are four kinds of customer journey mapping, and each has its own benefits.  Based on the specific purpose, you can choose the exact one.

Current State

This customer journey mapping is widely used.  In this, they will visualize the prospect's actions, thoughts, and emotions while interacting with the business. It would be the most suitable for continuous improvement on the customer journey.

Day in the Life

In this mapping, you will be visualizing the prospects the behaviors, thoughts, and emotions in all activities on daily basis. This type of mapping will give a wider lens into your customers' experience and their pain points on the journey.  This is used for discussing unmet customer wants.

Future State

These journey maps visualize how your customers' actions, thoughts, and emotions will be on the future interactions with your business. Based on the current experience, you map out where you want to be with this mapping. It is suitable for illustrating your idea and setting a clear goal.

Service Blueprint

This journey maps work with a simplified version with one of the above map methods. Later can layer on the elements like experience, individuals, approaches, technologies, and cycles.

It is suitable to identify the origin of the current user journeys' problems or it would help identify the steps that need attention for future customer journeys.

Step 7: Repeat

You won't get everything right at the first time by a continuous process and make the necessary changes, and you can refine your journey mapping until you get it right.

Don't believe customer journey mapping is a one-time thing. It may change, and your business needs to be ready to adapt to it.

Final Thoughts

The journey map shows step-by-step how prospects interact with your product/service. The above mapping process will help you identify the products' user perspective, describe what happens at each stage of the interaction, indicate the key touchpoints involved, and what obstacles and barriers they encounter during the customer journey. The mapping is integrated with the user's positive and negative emotions experienced throughout the brand's interaction.

Incorporate the voice of the customer components on your website. Customer feedback and other research methods will improve your journey mapping. One of the best visual customer feedback tools is BugReporting. Where the prospect can record the screen while they get roadblocks on the customer journey. Even at the cart, they can escalate the errors they face, and the BugReporting software shares the user error reports to the software development team. The visitor can instantly fix the obstacle they face. This will improve your user experience, customer engagement and increase customer loyalty.  Start your trial today visit here for more details

Vaibhav Namburi

I'm the Founder of BugReporting. I've helped build multiple multi-million dollar companies and I love approaching Start Ups through product-lead growth