Why you need to work on customer journey mapping

Feb 16, 2021 | Articles

Andrea Burgueño

Andrea Burgueño

Contributor

Whether you are looking to buy something or you get suddenly attracted by an ad, you will probably want some information about it before buying, right? That’s exactly what happens to your potential customers too. So, how can you know what’s the correct message at every stage of the purchase process? Not easy? Well, that’s why you need to work on customer journey mapping. Keep reading.

Do you know who you are talking to?

Here what we already know about your customers or clients:

  1. Most people find ads annoying. Not great news, right? According to data, 47% of people globally use an ad blocker. So, you should probably consider the option to work with a more accurate targeting or event targeting niches.
  2. Although the customer journey is fragmented, consumers always want to find out: where to find the product, features and prices and also, what other people think about the product or services. That’s why analyzing searches, social media activity and reviews is basic to understand consumers behavior.
  3. Attention is not enough. Engagement is what you are looking for. And the best way to achieve that is by offering contents that users find interesting or useful. However engagement, trust and reputation are closely related, so organizations should work on these three fronts at the same time.
  4. Consumers want personalization and that requires gathering and analyzing data in full detail.

We could also include here that customers want easy and short processes or that they are becoming more and more digital every day. That’s all true, but assuming that we are already in a digital environment and that usability is a must, we are going to focus on the factors that are more relevant when mapping customer journey.

Individual customers matter

Let’s get back to our first point: people don’t want irrelevant ads. So, mapping all the touchpoints and, in general, all the interactions that individuals have with your brand, is definitely a good start to avoid becoming fully irrelevant.

By mapping the customer journey, marketers can measure campaign and strategy results and design more personalized customer experiences. This way, they will also avoid the risk of ignoring individual preferences and problems, not paying enough attention to niches and losing those customers who have not gone through the entire purchase funnel.

Not all touchpoints are the same in the customer journey

Identifying critical points is key to optimizing the whole purchase funnel. Do you know which touchpoints are crucial to achieve consumer-centric goals and meet customer needs? Well, you should.

Every single touchpoint presents an opportunity to connect with your customers. It is also a first step to start working on increasing engagement. So, all of them are important, but not equally relevant. Therefore, building a solid relationship in the long term requires understanding what is more important to your customers and delivering the experience or the information that they are looking for.

And what about the buying stages?

Like the touchpoints, not all the buying stages are the same. Mapping the entire customer journey will result in a high quantity of data that will ultimately help you and your organization understand how consumers behave throughout the whole purchase process. Also, it will help you identify those stages that need to be optimized in order to make things easier for your customers.

In other words: it will be useful to correct mistakes or to validate your work so far.

Personalization, empathy and engagement

Understanding individual customers and niches, working on more personalized experiences, making things easier for your customers… All these actions will bring you closer to your customers, while helping to create empathy and therefore, engagement.

Even if your goal is to improve the buying process, by mapping the customer journey, you will get a better understanding of your customers. This will ultimately result in a better relationship with consumers.

But let’s talk about purchasing

A well designed, optimized, easy customer journey will mostly result in more purchases.

Awareness and consideration not always lead to purchase directly, which is why you will need to work on engagement throughout the whole journey. Understanding where your customers need more support or information will help generate engagement, but also, will make it easier for you to know how to guide users towards purchasing.

After mapping your customer journey: Are you going in the right direction?

Since mapping the customer journey will help you:

  • Understand critical touchpoints
  • Optimize buying stages
  • Deliver a better, tailored customer experience
  • Create engagement
  • And therefore… guide customers towards purchase

Can you also measure whether you are going in the right direction? Is your strategy working? What else do you need to work on? Are you taking into account all the relevant channels?

Sharing is caring!