Treba i ne treba raditi na mapiranju vašeg kupčevog puta

19 min read

Chances are you’ve come across the concept of “customer journey mapping.” It’s a widely recognized and valuable tool utilized in marketing and sales strategies. Koristi se za dobivanje uvida u korisničko iskustvo i njegovo poboljšanje u skladu s tim. Ali od čega se točno sastoji?

Mapiranje korisničkog putovanja uključuje proces vizualnog ilustriranja svake dodirne točke i interakcije koju korisnik ima s vašom tvrtkom, od početne faze svijesti preko faze kupnje i faze nakon kupnje.

Zacrtavanjem ovog putovanja, možete identificirati bolne točke, područja za poboljšanje, i mogućnosti pružanja iznimnih iskustava na svakom koraku.

Tako, if you haven’t explored the power of customer journey mapping yet, it’s time to dive in and unlock the potential of your business!

What Is a Customer Journey?

A customer journey is the entire process that a buyer goes through when interacting with your brand, from the initial awareness to the final purchase and beyond. It includes all touchpoints, both online and offline, that a customer may encounter along the way.

A customer journey is sometimes called a buyer journey. Tako, ako se pitate koja je razlika između putovanja kupca i. putovanje kupca, sada znate da je to u osnovi ista stvar.

Postoji pet glavnih faza kupčevog putovanja:

Svijest: kupac postaje svjestan vašeg brenda i onoga što nudite.
Obzir: kupac počinje istraživati i uspoređivati različite opcije.
Kupiti: kupac se odluči na kupnju vašeg brenda.
Zadržavanje: održavanje zadovoljstva kupca i vraćanje za ponovni posao.
Zagovaranje: the customer becomes a loyal fan and promotes the business to their friends and family.

At each stage, the customer’s emotions, motivations, and behaviors may differ, making it crucial to understand their journey to engage with them effectively.

B2B Buyer Journey VS B2C Buyer Journey

You might wonder how the business-to-business buyer journey differs from the business-to-consumer buyer journey. While many of the general principles and touchpoints are similar, there are some key differences to keep in mind.

Prvo, B2B kupci često imaju duži i složeniji proces kupnje od B2C potrošača. To je zato što B2B kupnje obično uključuju veće količine novca i zahtijevaju više osoba koje donose odluke unutar organizacije.

Dodatno, B2B kupci imaju tendenciju da se više fokusiraju na pronalaženje rješenja koja će koristiti njihovom poslovanju u smislu učinkovitosti, ušteda troškova, ili potencijal rasta. Oni također mogu dati prednost izgradnji dugoročnih odnosa s dobavljačima umjesto jednokratnih transakcija.

S druge strane, B2C kupci su obično motivirani osobnim potrebama ili željama prilikom kupnje. Njihovo putovanje obično je kraće i jednostavnije jer odluke donose na temelju čimbenika poput cijene, pogodnost, i emocionalnu privlačnost.

Što je mapiranje putovanja kupaca?

Mapiranje puta kupca proces je vizualnog predstavljanja koraka koje kupac poduzima u interakciji s vašom tvrtkom, od prvog kontakta do postkupnje. Pomaže u prepoznavanju dodirnih točaka i bolnih točaka, allowing you to better understand the customer experience and make improvements.

Mapping your buyer’s journey can be an incredibly powerful tool for improving your business’s overall success. Međutim, there are certain dos and don’ts to keep in mind.

How to Map Your Customer Journey

You can’t improve something if you don’t have it. Tako, if you’ve never created a customer journey map, it’s time to do so.

Here are some best practices for mapping your customer’s journey:

Create Your Buyer Persona

To map the customer’s journey, you need to research and analyze your customers’ ponašanja, motivations, and pain points. That’s where buyer personas come in handy.

A buyer persona is a fictional customer that embodies the demographics and psychographics of your average customer. This customer persona serves as a constant reminder to align every aspect of your customer journey map with the right audience.

Identify your customers’ needs, motivations, and pain points to create your buyer persona (Slika: Wordstream)

Na primjer, if you sell high-end skincare products, vaš klijent može biti 35-godišnja žena s punim radnim vremenom i dvoje djece koja cijeni brigu o sebi i luksuz. Ova specifična osoba će vam dati uvid u njezine potrebe, izazovi, i ciljevi.

Pomoglo bi provesti neko istraživanje korisnika prilikom stvaranja osobnosti kupca. Na primjer, možete anketirati kupce i uzeti intervjue.

Za prikupljanje povratnih informacija od potrošača koji su zainteresirani za kupnju vaših proizvoda i usluga, ciljajte na one koji su se ili angažirali u vašoj tvrtki ili to namjeravaju učiniti. Ovuda, you can get accurate information about your target audience’s needs and preferences.

Identify Your Touchpoints

Sljedeći, you’ll need to identify all the touchpoints where customers interact with your brand. Uraditi ovo, put yourself in your customer’s shoes and think about every possible way they could come across or engage with your business.

99% potrošača research purchases online before going to a store, at least most of the time. Tako, it’s pretty likely that your consumers do some online research, isto. Međutim, don’t forget to use the data from your customer and market research. This will provide you with a list of all the touchpoints your customers use.

Na primjer, your customer’s touchpoints online may include:

Searching for products on Google
Visiting your website
Reading reviews on social media
Seeing your Facebook ads.

As for an offline customer touchpoint, this can include:

Visiting your physical store
Visiting your booth at a market or event
Calling your customer service.

Remember that each touchpoint should be evaluated based on its impact and importance to the overall customer journey.

Identify Pain Points and Opportunities

Once you have identified all the touchpoints, it’s time to look for pain points and opportunities for each of them. This involves analyzing customer feedback and complaints and using behavior analytics tools to identify areas where your brand can improve and provide a better experience.

Na primjer, if you notice many website visitors dropping off at the checkout page, they could be facing a pain point that needs to be addressed as soon as possible. If you also see a surge in customer queries on social media but slow response times from your customer service team, this could be another area of improvement.

Document the Customer Journey

Once you have identified all the touchpoints, it’s time to put them in order and map out the customer journey. Start with the awareness stage and document each step until they become a loyal customer.

Make sure to include the emotions, ponašanja, and motivations at each stage. This will give you a clear understanding of how your customers feel and what they need at each step of the journey.

The process of mapping the customer journey remains speculative until you actually implement it. Čineći tako, you will gain firsthand insights into potential drop-offs or obstacles that customers may encounter along their journey. If you have multiple personas, follow the journey for each of them.

Continuously Review and Improve

Remember that the customer journey is not static – it’s constantly evolving. That’s why it’s essential to review and improve your customer journey map continuously. This can involve conducting regular customer surveys, analyzing data, and making necessary adjustments to ensure a seamless customer experience.

Reviewing your customer journey regularly, na primjer, kvartalno, will help you identify gaps and opportunities for further improving your customer journey.

Customer Journey Mapping Examples

To help you better understand the concept, let’s look at some customer journey map examples from various industries.

Customer Journey Map Example for Retail

A customer journey map for a retail store encompasses various touchpoints that customers encounter during their shopping experience. These customer touchpoints may include browsing products online, visiting the physical store, exploring different sections, trying on clothes in the fitting rooms, and finally making a purchase.

Throughout this journey, kupci mogu imati i pozitivna i negativna iskustva. Bolne točke mogu nastati zbog dugih redova na blagajni ili interakcije s neprijateljskim osobljem, dok pozitivni aspekti mogu uključivati pronalaženje korisnih preporuka za proizvode, receiving excellent customer service, ili otkrivanje personaliziranih ponuda prilagođenih njihovim preferencijama.

Primjer karte putovanja korisnika za putovanja

Za turističku tvrtku, putovanje kupca počinje istraživanjem odredišta, where customers explore different options and gather information to make informed decisions.

Once the desired destination is chosen, the next step involves booking flights and accommodations, ensuring that every part of the trip is well-planned and tailored to the customer’s preferences.

Konačno, the journey concludes with the check-in process, where travelers go through the necessary procedures to get to their destination.

Along this journey, there may be pain points that travelers encounter. These could include limited flight options, restricting flexibility and convenience, or unexpected delays that disrupt travel plans.

Customer Journey Map Example for Banking

A bank’s customer journey encompasses a series of touchpoints that customers encounter throughout their banking experience. These customer touchpoints could include activities such as opening an account online, visiting a branch for in-person assistance, and utilizing mobile banking services for convenient transactions.

Međutim, it is important to identify and address potential pain points that customers may encounter during these touchpoints. Na primjer, pain points could arise from complicated online account setup processes or long wait times experienced at the branch.

Kao što vidiš, each industry may have different touchpoints and pain points. That’s why it’s essential to create an accurate customer journey map specific to your business and continuously improve it based on data and customer feedback.

Naravno, our examples are quite simplified versions of customer journey maps. Idealno, your customer journey map should be detailed and consider not only the specifics of your business but also different target customer personas.

To make it easier to map your customer journey, you can use templates – learn more about that below.

Dos and Don’ts of Mapping Your Customer Journey

Now that you’ve grasped the idea of customer journey mapping, let’s dive into the do’s and don’ts to remember when creating your map.

Do: Choose the Right Customer Journey Map Templates

Templates can be a helpful tool in creating your customer journey map. They provide a visual representation of the customer journey and make it easier to identify pain points and opportunities.

There are various templates available for creating a customer journey map. They differ in complexity, oblikovati, and approach. Some customer journey templates are better for visualizing a customer’s emotions, while others focus on touchpoints and pain points. It’s crucial to choose a template that best suits your business needs and goals.

Here are a few examples of common customer journey map templates:

Current State Customer Journey Map Template

This is one of the most common types of customer journey maps. They help you see and understand what your customers are going through – their actions, thoughts, and emotions when they interact with your company. This valuable insight is used to enhance the customer journey continuously.

Download a current state customer experience map template here.

Day-in-the-Life Customer Journey Map Template

These customer journey maps show what your customers go through in their daily activities, including their actions, thoughts, and emotions, whether or not they involve your brand and more. This type of customer journey map provides a broader perspective into your customers’ lives and helps identify their real-life pain points.

Day-in-the-life customer journey maps are great for addressing unmet customer needs even before they are aware of them. Use this type of map when exploring new market development strategies.

Here’s a visual representation and a template for day-in-the-life customer journeys.

Future State Customer Journey Map Template

These customer journey maps provide insights into the actions, thoughts, and emotions that your customers will experience during their future interactions with your company. When using this customer journey map, consider their current interactions with your brand.

Use these types of customer journey maps to visualize your vision and establish strategic goals that drive your business forward.

Evo a future state example of customer journey map templates.

Service Blueprint Customer Journey Map Template

These customer journey maps start with a simplified version of one of the map styles mentioned above. They then add the key elements that contribute to delivering a remarkable experience, such as people, policies, technologies, and processes. These maps provide valuable insights into optimizing customer experiences and enhancing overall satisfaction.

Nacrti usluge pomažu u otkrivanju čimbenika koji pokreću trenutna putovanja korisnika i mapiraju korake za buduća putovanja. To će vam pomoći da donesete informirane odluke kako biste poboljšali svoju ponudu.

You can download a service blueprint template ovdje.

Do: Testirajte alate za mapiranje puta korisnika

Postoji nekoliko digitalnih alata koji vam mogu pomoći u izradi karte putovanja korisnika. Ovi alati mogu učiniti proces učinkovitijim i djelotvornijim omogućujući vam laku suradnju sa svojim timom, prilagodite svoju kartu, i integrirati podatke.

Neki popularni alati za mapiranje putovanja korisnika uključuju:

UXPressia

Ovaj alat uključuje razne predloške za različite industrije, olakšavajući odmah početak mapiranja vašeg kupčevog putovanja.

Predložak koji vam je potreban možete potražiti na web stranici UXPressia

Smaply

Ovaj alat nudi korisničko sučelje za izradu različitih vrsta karata, uključujući nacrte usluga i prilagodljive karte putovanja kupaca i korisnika.

Constance

This customer journey mapping software helps teams create visual representations of customer journeys. It offers various templates and collaboration features.

Lucidchart

This is a popular diagramming and visualization tool that includes a customer journey mapping feature. It comes with built-in collaboration features.

Creating a customer journey map in Lucidchart

Whichever tool you choose, make sure it fits your specific needs and helps you create a detailed and effective customer journey map.

Don’t: Zanemari povratne informacije kupaca

Jedna od najvećih pogrešaka u mapiranju putovanja korisnika je neuzimanje u obzir povratnih informacija korisnika. Vaši kupci’ mišljenja i iskustva ključni su za razumijevanje njihovih potreba, emocije, i očekivanja tijekom njihovog putovanja s vašim brendom.

Make sure to regularly collect customer feedback through surveys, recenzije, i drugim kanalima. Upotrijebite ove informacije kako biste kontinuirano ažurirali i poboljšavali svoju kartu putovanja korisnika.

Don’t: Požurite proces

Mapiranje kupčevog putovanja zahtijeva vrijeme i trud. It’s crucial not to rush through the process or skip important steps. Take the time to thoroughly research and gather data, analyze it, and collaborate with other team members to create an accurate and comprehensive customer journey map.

Don’t: Forget to Update

A customer journey map is not a one-time task. It is an ongoing process that requires continuous effort and attention.

As your business evolves and customer behavior changes, it’s essential to regularly update and revise your customer journey map to reflect these changes accurately. Čineći tako, you can ensure that it remains relevant and effective in guiding your business towards providing exceptional customer experiences.

Zapamtiti, a well-crafted customer journey map goes beyond just visualizing the customer’s interactions. It serves as a strategic tool that helps align your team’s efforts, foster collaboration across departments, and prioritize initiatives that will have the most significant impact on customer satisfaction and loyalty.

Tako, embrace the concept of continuous improvement and make updating and revising your customer journey map a regular part of your business practices. Čineći tako, you can ensure that your organization stays ahead of the curve.

Let’s Sum Up Mapping Your Buyer Journey

Sada, let’s sum up the main do’s and don’ts of mapping your buyer journey:

Do use different types of customer journey maps to gain a comprehensive understanding of your customers.
Do consider using tools to make the process more efficient and effective.
Don’t neglect customer feedback, as it is crucial in understanding their needs and expectations.
Don’t rush the process or skip important steps.
Don’t forget to update and revise your customer journey map regularly.

By keeping these tips in mind, možete izraditi detaljnu i točnu kartu putovanja korisnika kako biste pomogli svom poslovanju da napreduje pružanjem iznimnih korisničkih iskustava.

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About the author

Anastasia Prokofieva is a content writer at Ecwid. She writes about online marketing and promotion to make entrepreneurs’ daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.