What if there was one thing that could help you understand the buyers completely? And no- it’s not mind-reading. All you need is customer journey mapping.
The past few years have proved overwhelming for businesses and customers. Given the rapid changes digital transformation has prompted, marketplace patterns and demands have taken a 180-degree turn.
And there’s been one significant casualty: customer experience (CX).
Every marketing campaign is curated to capture prospective buyers, but the bull’s eye is the experience. It’s oftentimes the main selling point.
But the gaps are more vivid than ever before due to digitization.
Digital transformations proved to be both a bane and a boon for businesses. On one hand, these help businesses optimize customer interaction. On the other hand, it’s a means for customers to hold companies accountable.
The cracks in customer experiences are all too visible, and many business leaders are aware of why they exist in the first place.
It’s the lack of customer understanding.
Modelling a solution or a marketing message based on a customer base isn’t complex. It’s the questions that precede it. On what basis is an offering personalized? Are there any prerequisites for a ‘resonating’ message?
Data could help answer these particular types of marketing queries, especially when it comes to understanding or engaging a potential customer.
And technology has granted marketers crucial access to it. Not only has modern tech become an avenue to gauge clean and accurate data, but afforded the means to leverage it smartly.
But most businesses fail to do so successfully. The frequent error they make is misaligning data-powered solutions with customer-focused ones.
This is why customer journey mapping is paramount.
According to HBR, a customer journey map is:
“A diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, a retail experience, a service, or any combination.”
Think about this: The nucleus of marketing is storytelling. Across B2B marketing, stories are propagated through data, but most strategies prioritize alignment with tech infrastructure. It’s the customers who should occupy the front seat, not only as data points but as humans infused with diverse emotions.
A customer-centric approach is more about building confidence that they, the customers, are making the right choice. What do they think as they engage with the brand, partners, employees, and products?
A conventional framework would work through the following components:
- Actions/Behavior: What actions is the customer undertaking to move to the next stage?
- Underlying motivations: Why does the customer care enough to go on to the next step? What emotions are they feeling, and if it’s inclined towards delight or frustration?
- Uncertainties: What prevents the customer from moving on to the next step?
- Obstacles: Do any external factors stand in the way of progressing further – cost or structural process?
The customer journey, however, is not linear.
Owing to digital transformation, customer journeys haven’t retained their linearity. Instead, it’s become unpredictable, non-linear, and complex.
Imagine the difference. One customer goes through extensive research and convincing, while the other jumps directly from awareness to purchase due to a strong recommendation.
To pierce the cacophony of noise, marketers are meeting prospective buyers at multiple touchpoints. They have more opportunities to influence the consumers. And consumers themselves wade through distinct paths as they progress down the multitouch marketing funnel.
No two customer journeys are similar.
But, outlining a “typical” customer journey offers insight into the current interaction points and a potential roadmap. From breaking down organizational silos, the map administers customer-centric communication, from sales to logistics. It’s not just advantageous for marketing but also influences cross-departmental functions.
Modern marketers have drastically come to understand the complexity of the buyer’s journey.
It’s not about what’s on paper but about reading between the lines. Customer journey mapping doesn’t always require a storyboard, but visualizing each stage is a good way to begin.
But customer journey maps have to be comprehensive.
A customer’s journey isn’t merely a business offering a product, and a consumer buys it. It’s way more nuanced and intricate.
Every touchpoint the consumer interacts with, even competitors, impacts how they perceive a brand.
“Your customer doesn’t care how much you know until they know how much you care,” says the customer service expert, Daniel Richardson.
And this is quite true- 80% of customers don’t just value the offering but also the experience.
Marketing teams make a severe mistake in understanding the customer- they think the customer fits in a tidy little box. This force-fitting has marred the efficacy of marketing strategies and misconstrued the messaging.
However, through customer journey mapping, effective marketers have outlined a more flexible approach.
Customer journey maps consider that each consumer behavior isn’t confined to just one funnel stage. These behaviors are often overlapping and affect multiple stages.
For a 360-degree customer journey mapping, specific ingredients have to have a central space in the recipe, or it’s insipid. These are:
- What is the user’s story? The historical and behavioral data will reveal this, so build a user persona for all the accounts.
- A journey could extend from days to years, so what’s the timeline chosen for this specific map?
- Highlight the active touchpoints and channels to gauge what the customers are actually doing.
- Figure out if any external stimuli influence how the customers feel about the brand.
- Find out how your customers feel and think at every touchpoint and build an empathy map of relevant emotions.
- Regroup categories and aspects that affect each other and influence customer experience together.
- Sketch the journey through a timeline, video, or any other diagram style. The point is pinning down the motion of the customers through the journey, irrespective of the canvas.
- Leverage the journey map. What’s the use of the file remaining on your hard drive? Understand why the mapping was significant in the first place and use it to modify customer experiences.
- Define relevant KPIs, and as you modify the touchpoints and channels, update the metrics. This will potentially help mark the road for the business’s potential growth.
It’s sort of a story crafted by marketers on where the customers are in their journey. This outlines a ‘day-in-the-life’ approach to customer journey mapping.
It accounts for every little interaction and influence the customers would have felt or had – from their own to stakeholders and employees.
Journey mapping means stepping into the customers’ shoes.
The core purpose behind this tactic is – these maps help modulate the marketing funnel through the customer’s perspective.
Brands understand at what point in the journey customers desire what sort of experience and how. It’s about gauging which specific interaction delights or frustrates them and why.
Spotlighting this starts with leaning towards more customer listening.
As customer needs and patterns constantly evolve, marketing is experimenting with multiple innovative software, especially AI-driven ones. But more than jumping on the AI bandwagon, adapting to customer needs should be given more heed. Many preach, but few have actually incorporated this strategy into their core marketing functions.
Building customer journey maps is the fundamental step. Although tech plays an integral role here, it’s a customer-first and technology-second approach.
It provides a view of the necessary balance between customer situation, intent, and objective, and how it aligns with the organization’s goals.
From a marketer’s perspective, data is a true reflection of this.
It pinpoints where the customers are in the funnel and offers a 360-degree view of their progression.
Even if paired with the most advanced technology, any approach is ineffective unless rooted in customer understanding.
It’s paramount for a compelling CX.
Journey maps are the best methodology to translate marketers’ empathy into a structured and comprehensive design. It’ll not only accommodate users’ needs but also remove as many pain points as possible.
Each brand understands how significant customers are to them. They develop digital and physical communication channels to offer panoramic experiences.
What they are missing out on is, rather than perceiving the customer journey as a whole, looking at it as an amalgamation of atoms (journey points).
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