By Digital Hub on October 28th, 2020
Consumer behaviour has become so fluid. You may have a good understanding of your customers today but in a few months or years, you will need to relearn their behaviour in order to understand their needs and pain points. This is what customer journey mapping is all about.
The map is a visual representation detailing the path a customer or prospect takes to achieve a particular goal(s) with your business. A big challenge for many is how to create one. Obviously, you can’t rely on your internal perspective alone. You will have to speak to your customers and at some point even hire the best digital marketing agency in Sydney to supply you with ideas and help with their implementation.
Our marketing experts at Digital Hub Australia shared with us a few tips that could help you go about this the right way. We discuss them in detail below:
Know What You Want
Before you start to map the customer journey, set goals and objectives. Establish what you want out of this process. Ask yourself questions like: Who is this map for? What outcome do I want out of it?
Use the answers you have obtained to build a buyer persona, which is an imaginary customer who represents your typical customer. Keep in mind that you can have more than one buyer persona because consumers behave differently at every buying stage.
Doing all this makes it easier for you to centre every aspect of your customer journey map around your target audience.
Connect with your Customers On A Personal Level
This may sound obvious but never underestimate the importance of doing it. All your staff who act as a point of contact between your business and customers must always connect with them on a personal level.
The interactions should be aimed at understanding customer issues, precisely what they want and expect. This will put you in a better position to figure out proper solutions for the roadblocks in your customer’s journey.
Remember to ask them questions about their experience with your business. Use the answers to learn about their goals. Complement this data with that from your social media pages, email campaigns, website and other platforms. Hire SEO experts in Sydney Australia to help you collect relevant data from other online platforms where you have a presence.
Include Customer Episodes And Touchpoints
It is important that your map incorporates customer episodes and their touchpoints. This will give you insight into the activities and actions that your customers are taking.
Episodes are the blocks that make up the customer journey. For example, awareness-purchase-use-repair-replace.
Touchpoints refer to the moments (online and offline) your customer and prospects interact with your brand. Each of the mentioned blocks has touchpoints that can be linked to different channels such as social media, phone, website, email, etc
Identify and list all the touchpoints your customers are using and those you believe they should be making use of. This can be done through customer surveys and observations. Remember to use tools such as Google analytics to cross-check your findings.
Narrow down to touchpoints with more interactions. You might need to hire digital marketing experts in Sydney Australia to help you analyse the results you find and take further action like breaking down the actions required for each of the touchpoints.
Identify Your Customer’s Pain Points
Every business expects customers to take specific actions. But this doesn’t always happen. When coming up with a customer journey map, you have to ask yourself why customers aren’t taking your desired actions.
Nearly every customer journey has its own pain points. These are like roadblocks in the customer’s journey. It is your duty to identify all of them. Here are a few questions to guide you:
Take into consideration qualitative data as well, precisely the real emotions associated with the customer experience. It could be the frustration caused by complicated processes or the displeasure when your website takes long to load. Hire an SEO agency in Sydney to help you analyse your website and/or social media performance to identify your customer’s pain points.
Update & Improve it
As we mentioned earlier, consumer behaviour is not constant. This means you should not take a rest once you have created your customer journey map.
Keep yourself up to date with the latest in consumer behaviour and make sure you are transferring the changes to your map. Consider this a living document that you will have to revise and update in order for it to maintain its effectiveness.
A reasonable frequency to observe would be after every 5 or 6 months. Does this sound like a lot to do? You can always hire a digital marketing agency in Sydney to help you do it.
Even though these tips will help you make great progress in your efforts to create a solid customer journey map, you still need more ideas to make this entire process a success. That is why you need to work with an experienced SEO agency in Australia. Our digital experts at Digital Hub Australia understand the complexities of creating a customer journey map and will help you come up with an effective visual illustration that will transform your business for the better. Talk to us today to learn more.