Sometimes, we tend to see our clients as one more statistic that we want to increase, in order to achieve more sales and profits.
However, even though we care that our clients are satisfied in order to achieve more sales, there are few times when we put ourselves in their place, and that’s a big mistake, so we are going to need to set up a Customer Journey.
As a business or company, our point of view does not always go in line with the point of view of our clients, generating some differences between what we want or think is correct with what our clients need or search our digital business.
The worst thing is when that small difference comes to cause an inconvenience in the experience that our clients have when browsing or buying in your online store.
Avoiding this situation at first seems simple. You just need to work based on what your customers think and want when interacting with your eCommerce and, starting from there, start implementing new strategies and new market methods.
Obviously, getting it is not an easy task, since you cannot know what hundreds and thousands of people think that they may be buying day by day in your digital business, right?
Well, let me show you a technique that is just effective in achieving it: the Customer Journey, also know as Customer Journey Map or Buyer Journey.
What is the Customer Journey?
The Customer Journey, Customer Journey Map or what would come to be in English the customer journey map, is a tool devised by Design Thinking, which focuses on “relating” the experience that a customer has in a given business, how to feel and what you think about it.
The format of this tool is somewhat curious, since it is a kind of “map” that covers the different points of contact between the customer and the business, determining in each of these points if the customer’s experience has been positive or negative.
The Customer Journey It can be carried out both from a very general framework, such as the complete selection and purchase process in an online or physical store, and from a more specific framework, dealing with the user experience at the time of paying the bill in a restaurant.
With a customer journey map you can analyze not only the user experience within your website, but you can also individually analyze the response that each potential customer has with each of the products in your store, in case have a store with various products.
What is a “Customer Journey Map” for?
As I was telling you, it is important to know what our potential customers and clients who have already made a purchase think and feel, since in this way we can generate action plans to improve the possibilities we have of generating a conversion or achieving a sale .
This is exactly what a Customer Journey Map allows us to know.
If we put it in a simple way, a Customer Journey Map serves precisely to meet people on the Internet who may be interested in what we sell or offer, know what they think and feel when interacting with our company at different points of business contact -client.
In short, it allows us to make a “map” of the experience that our clients have within our digital business.
Are you already getting the idea? With a well done Customer Journey Map you could have answers to common questions at your fingertips:
“Why did X client not complete the purchase even when he added the product to the cart?” or “What is it that causes such percentage of visits not to go beyond the home page?”.
And yes, they seem like difficult questions to answer, but don’t worry, the starting point is through the Customer Journey.
Imagine for example that you have your own line of footwear and you want to know what the experience your clients had from the moment they entered your website until the moment they bought a shoe or, conversely, know the moment in the one who left without buying anything.
With a Customer Journey you could calmly capture in a graphical and simple way to understand the entire process that a certain client lived at the time of buying your shoes and based on this analyze the customer experience:
- Learn how you could make it a recurring customer.
- How could you attract more customers with the same buyer persona than that buyer.
- In the event that you did not complete the purchase, what caused you not to buy the shoes, and at what point in the process did you decide to withdraw from the purchase.
- How could you change that possible bad experience for a good one that encourages you to buy on future visits to your digital business.
All this you could do by creating a Customer Journey Map, which will lead you to earn more money online with your digital business and be able to scale it to grow more every day.
Why do I need a Customer Journey Map?
Yes, you could very well go from the Customer Journey Map and focus on developing your marketing strategies as you have been doing since day one.
However, is it really profitable? In the long run carry out your marketing strategies without even wanting to know what your customers think or the general experience they have in your digital business can end up bringing more consequences than benefits.
Creating a Customer Journey Map will allow you know the experience your clients have with your businessWhat aspect of your eCommerce makes a good impression and which aspect causes a bad impression.
With all this information, you will be able to work according to your clients and know what they like, what is working for you and what you should improve within your digital business.
This is where the importance of create a Customer Journey, which allows you to know the possible reasons that some people give up when purchasing your products or services.
What are the main elements to identify your Customer Journey?
A Customer Journey Map template is used to create a customer journey map.
The template is quite simple, it consists of a timeline with 2 axes, an X axis where we will place the “points of contact” between the client and our business and a Y axis where we will assess whether the client’s experience is positive or negative .
So, to fill this template, we will need to collect these elements.
1. Contact points
The contact points they are basically the different points at which the business and the customer interact. You can also see how the different phases the customer has to go through to make a conversion or make a sale.
Some examples of these points can be “You entered the website”, “You entered the category section”, “You selected a product” or “You entered the shopping cart”.
These Customer Journey contact points They will vary depending on our type of business and if we are evaluating a particular product, or until what point we will be evaluating the purchase process, so they will never be exactly the same as other customer journey maps.
It is important that the points or phases we choose have relevance in the customer’s purchase process, since it will be based on these points that our Customer Journey Map will allow us to know what measures we must take to increase the percentage of conversions or sales .
Another very important element that we must know when preparing our Customer Journey Map it is the user experience or, in other words, the user’s opinion regarding our digital business.
This is a very important factor, since with it we will know that we are doing well and that we are doing badly; which will allow us to improve our eCommerce and work according to our buyer people.
The experience should be classified into whether it has been positive or negative, and if possible, write down why, since it could be useful later on when analyzing our Customer Journey.
But how do you determine the user experience at different points of contact?
There is no specific method, but you can do it in many ways. The important thing is to collect as much information as possible from your consumers.
For this, you can use Internet tools that allow you to analyze the activity of your visitors on the website or even ask them personally through surveys, email or support chat, for example.
In addition to the two main elements that I just mentioned, you can also play with some other data, such as “Interaction”, “Visible Aspects” or “Response to Problems”.
These elements would not go directly within the timeline, but we will place them as sections at the bottom of the graph, something like “footnotes”.
Although with the help of indicators we could add them, if necessary, to the timeline, without having to directly influence the main elements.
The Interaction It refers to all those contact points or phases of the process where there is a direct interaction between the client and the business.
In a physical business, this point could occur at each phase in which the customer interacts with one of the employees, such as when a store clerk attends the customer, or when a waiter approaches to take note of what the customers will take. diners.
When it comes to the Customer Journey for a digital business, the Interaction can occur at the moment of having some type of contact between the client and us, either in a support chat, in the Newsletters, in the comments section of a blog, among other means.
4. Visible aspects
The Visible Aspects they are all aspects that influence the aesthetics of our digital business.
These could refer to the design of the website, the source we use, the menu, the effects or transitions, and in general to any aspect that the client can see on our website and that influences his final decision.
A website with a good design can sell more than a website that generates little trust due to its poor or poor design.
Trends in web design for this 2019
5. Response to problems
This is a very important element when our digital business is focused on one or more services.
With this element, we seek to know the experience that our users have when they go to technical support to find the solution to any problem that may have arisen with the service.
It is highly recommended that you pay attention to this element when you have a digital business.
5 steps to create your own Customer Journey Map
Now that you know what the main elements of a Customer Journey are, it is time to show you how to identify and create your own Customer Journey Map in just 5 steps. Let’s go there!
1. Set your goal
The first thing you need to know to create a Customer Journey Map, is the area in which you are going to focus it.
As we mentioned before, with a customer journey map you are looking to know the experience that users have with your digital business.
Well, in this first step what you should do is determine if you want to focus on the general experience, on a particular product or service, or if you prefer to focus on some section such as technical support, for example.
Once your goal is well defined, it’s time to go for step 2.
2. Determine your key contact points or phases of the process
The next thing you need is determine the contact points or phases of your objective process.
For example, if your objective is the experience that your clients have when requesting support, you need to know what are the phases in which this process is divided; They could be, for example, “Choose the means to receive support”, “Establish contact with the support managers”, “Assist the client” “Determine what the problem is”, and finally “Find the solution”.
What we have just seen are an example of some phases of the journey that a customer could take when requesting help from technical support.
Remember that these contact points or phases vary depending on your objective and the type of digital business you have.
3. Collect as much information as possible about your clients’ experiences
It is always recommended to keep a record with the information of your buyer persona and the behavior that your clients usually have within your eCommerce, since this could be useful in many cases and not only when creating a Customer Journey Map.
In this third point, you will have to collect all the information regarding the experience that your users have in the different points of contact or phases that you have chosen in the previous point.
To achieve this there are many ways, some of these forms can be post-sale surveys, emails, or even through social networks, since these are quite useful to interact with your customers and obtain their opinion.
Following the example of support, an idea could be to carry out a survey once the technical assistance is finished, in this way you will be able to know the customer’s opinion on the assistance received.
Remember that the most important thing is to know if the experience was positive or negative, and starting from there, to know what were the aspects that most influenced the customer’s opinion.
4. Prepare your timeline
In this step you must prepare your timeline. For this you will only need to draw a Y axis in which you are going to divide the user experience into positive or negative and grade it so that you can determine various levels, for example, very bad, bad, fair, good or very good.
Remember that you must leave a certain space between each one to make it easier for you to visualize.
Similarly, you can use the Design Thinking template to create your own Customer Journey Map.
5. Create your Customer Journey Map
Collect all the information you have about the experience of your users and make an average.
Based on that average, you should add to your line what the approximate experience of your clients is in each of the phases of the objective you chose. Basically it is to graph the average of the information of your clients.
If you collected data from other elements such as “Interaction”, “Visible Aspects” or “Response to problems” you must append them below the graph in the order in which they are presented to your eCommerce visitors and according to the impact they have on opinion of your clients.
Once you have all the data in your timeline, you will have your Customer Journey Map ready to analyze and work based on the opinion of your customers.
You will no longer have an excuse to put yourself in their place.
Freelance Digital Marketing Consultant, specialist in Content Marketing and Social Media. Content editor for “JF-Digital” and Webescuela. Unstoppable blogger at ismaelruizg.com and Co-founder of the magazine “Marketeros de Hoy”.