Customer Journey Maps

True confessions: I’m a planner and I love anything that shows me a process from A to B and beyond. I stumbled across some amazing resources about creating a Customer Journey Map, that help us see what customers experience (often referred to as the omni-channel customer experience – so regardless of where they ‘enter your network’ they have a seamless experience on a call with one of your agents, a representative inside a store and a chat agent). What better way to understand how customers relate with you than to (virtually) get into their minds? And the best way to do that is to analyze what they are doing.

A Customer Journey Map shows how a customer interacts with a company — not just in theory but with actual analytics. This helps you understand important questions like:

  • are they looking for information?
  • are they buying?
  • can you capture their contact info and a what point?
  • can you get them to follow a certain path?
  • what are their motivations?
  • what are their needs?
  • what are their pain points?

All of this knowledge helps inform how you can create meaningful touchpoints for interaction as well as continue to move your prospect or customer down the buying path. One of the greatest benefits of the customer journey mapping process is that it gives you a plethora of information on inbound marketing– clients who are looking for you, let you know what they really want.

The good news is that you don’t have to be as big as Amazon to take advantage of website analytics. You can ask some friends/loyal clients to go to your website and give you feedback. An easy way to get started is to send them a link and track where they go and see how long they stay on particular pages. The journey will point gaps in the process that you may not be aware of. What you thought was obvious might not be so obvious. An added benefit is that the information you gather can help convert prospects to clients. And, if you want to get more sophisticated, you can set up Goals and use Google Analytics to dig deep in how well your site is functioning.

Types of Customer Journey Maps

  1. Current State Maps look at what is going on now
  2. Day in the Life Maps provide an indepth look at your client’s typical day and provide insight on how you might be able to provide them with resources.
  3. Future State Maps refer to what your avatar/current client might look like, purchase, require, want in the future.
  4. Service Blueprint Maps are useful layers on top of the journeys to see the who, what, when and how aspects of the journey.

How to create a Customer Journey Map:

  1. Be clear about your goals and what you will do with the information.
  2. Outline your objectives– be specific and clear.
  3. Make a list of all of the touchpoints from a company perspective as a baseline from which to analyze the results
  4. You can start your research by using current clients. Survey questions can include: Do you use our website? How often do you interact with our team? How did you hear about us?
  5. Compare the company and client perspectives. Aligned or not? Is there room for improvement?

There are many ways to create a Customer Journey Map from the basic manual (like post-its on a wall) to computer generated and specifically created programs that measure time, clicks, shares, etc. Keep in mind, your map doesn’t have to be fancy or costly with a lot of bells and whistles to provide valuable insight. Reviewing and analyzing the findings will help you make necessary and important changes. It is important to remain objective and curious during the analysis phase.

So, are you ready? Here are resources you can use –> Access.

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G. Nancy Allen is an international speaker, coach, consultant and expert on women’s business issues. Nancy has over 30 years of experience helping small business owners at all stages of growth. As President and CEO of WBDC Florida/Her Company Incorporated, Nancy manages and leads an incredible team of staff, sponsors, partners and women business leaders who are dedicated to certifying, connecting and championing women in business. Nancy has been recognized for her work on behalf of women in business through numerous prestigious awards: -Nancy was recently honored by the International Career and Business Alliance (ICABA) as one of South Florida’s 100 most accomplished Caribbean Americans. She is especially proud of this award because it highlights her heritage as well as her professional accomplishments. -Nancy is the recipient of the World Women Leadership Achievement Award from the World Women Leadership Congress -Nancy is also the proud recipient of the Association Marketing Award from Women in ECommerce. -Most recently Nancy was named Honorary Ambassador of Cascais, Portugal by the Ambassador’s Club of the Industry Sector of Cascais and the Estoril Coast. Nancy’s personal motto is Connections, Creativity and Courage in all endeavors. She holds a Master’s Degree from the Johns Hopkins School of Advanced International Studies (SAIS, 1982). She was born in Haiti and raised in South Florida. Nancy is bi-lingual in English and French and is fluent in Spanish and Creole.