A customer journey map is a diagram of all the places customers come into contact with your brand, online or off. Each of these touchpoints influences the customer, and by analyzing customer behavior, feelings and motivations around each touchpoint, you can begin to identify opportunities to establish more positive relationships by giving customers what they need at any given stage of their journey.
The goal of journey mapping is to gain a deeper understanding of your customer, how they interact with your brand, and how each interaction affects your relationship. It’s also a way to ensure that the brand experience remains consistent for each customer across touchpoints.
“With the number of touchpoints a customer has with a brand increasing with the proliferation of technologies and channels, the need to create a consistent experience is critically important.” – McKinsey & Company
But the big picture goal is why there is so much buzz around customer journey maps now:
Customer journey maps can move you towards more conversions, greater customer loyalty, and improved customer experience from end to end (or from end to forever, if your subscription-based and there’s no bottom to your sales funnel).
But customer journey maps can be complicated to create, and their results can be difficult to track and interpret from end to end. Many businesses are tempted to ignore it altogether in favor of lower-hanging fruit to increase conversions.
However, that hesitancy to use journey maps is quickly disappearing as more companies are seeing the results from properly mapping their customer journeys.
And, if your company is struggling with the question: “Why aren’t customers completing (or repeating) purchases?” – there is no better time to create the map that will lead you to that answer.