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. 它用于深入了解客户体验并相应地增强它. 但它到底由什么组成?
客户旅程地图涉及直观地说明客户与您的企业的每个接触点和互动的过程, 从最初的认知阶段到购买和购买后阶段.
通过规划这段旅程, 你可以识别痛点, 需要改进的方面, 以及在每一步提供卓越体验的机会.
所以, 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. 所以, 如果您想知道买家旅程与. 客户旅程, 现在你知道这基本上是一样的事情.
买家旅程有五个主要阶段:
- 意识: 客户开始了解您的品牌和您所提供的产品.
- 考虑: 客户开始研究和比较不同的选择.
- 购买: 客户决定购买您的品牌.
- 保留: 让客户满意并成为回头客.
- 宣传: 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.
首先, B2B 买家的购买流程通常比 B2C 消费者更长、更复杂. 这是因为 B2B 采购通常涉及大量资金，并且需要组织内多个决策者.
此外, B2B 买家往往更注重寻找有利于其业务效率的解决方案, 节约成本, 或增长潜力. 他们还可能优先考虑与供应商建立长期关系，而不是一次性交易.
另一方面, B2C 买家在购买时通常出于个人需求或愿望. 他们的旅程往往更短、更简单，因为他们根据价格等因素做出决策, 方便, 和情感诉求.
什么是买家旅程图?
买家旅程图是直观地表示客户与您的企业互动时所采取步骤的过程, 从最初接触到购买后. 它有助于识别接触点和痛点, 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. 然而, 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. 所以, 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’ 行为, 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 (图片: Wordstream)
例如, 如果您销售高端护肤品, 您的客户角色可能是一位 35 岁的女性，有一份全职工作，有两个孩子，重视自我保健和奢华. 这个特定的角色会让你深入了解她的需求, 挑战, 和目标.
在创建买家角色时进行一些用户研究会有所帮助. 例如, 您可以调查客户并接受采访.
收集有兴趣购买您的产品和服务的消费者的反馈, 针对那些已经与您的公司合作或打算这样做的人. 这边走, you can get accurate information about your target audience’s needs and preferences.
Identify Your Touchpoints
下一个, you’ll need to identify all the touchpoints where customers interact with your brand. 去做这个, put yourself in your customer’s shoes and think about every possible way they could come across or engage with your business.
99% 消费者 research purchases online before going to a store, at least most of the time. 所以, it’s pretty likely that your consumers do some online research, 也. 然而, 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.
例如, 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.
例如, 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, 行为, 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. 通过这样做, 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, 例如, quarterly, 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, 客户可能会有积极和消极的体验. 遇到排长队或与不友好的工作人员互动可能会出现痛点, 而积极的方面可能包括找到有用的产品推荐, receiving excellent customer service, 或发现根据他们的喜好量身定制的个性化优惠.
旅行的客户旅程地图示例
对于一家旅游公司, 客户旅程从研究目的地开始, 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.
最后, 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.
然而, it is important to identify and address potential pain points that customers may encounter during these touchpoints. 例如, pain points could arise from complicated online account setup processes or long wait times experienced at the branch.
如你看到的, 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.
当然, our examples are quite simplified versions of customer journey maps. 理想情况下, 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, 设计, 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.
这是一个 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.
服务蓝图有助于揭示推动当前客户旅程的因素，并为未来的旅程制定步骤. 这将帮助您做出明智的决定来增强您的产品.
You can download a service blueprint template 这里.
Do: 测试客户旅程映射工具
有多种数字工具可以帮助您创建客户旅程地图. 这些工具可以让您轻松地与团队协作，从而使流程更加高效和有效, 定制您的地图, 并整合数据.
一些流行的客户旅程地图工具包括:
UXPressia
该工具包含针对不同行业的各种模板, 更轻松地立即开始绘制您的客户旅程.
您可以在 UXPressia 网站上搜索您需要的模板
斯马普利
该工具提供了一个用户友好的界面，用于创建不同类型的地图, 包括服务蓝图以及可定制的客户和用户旅程地图.
康斯坦斯
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: 忽视客户反馈
客户旅程地图中最大的错误之一是没有考虑客户的反馈. 您的客户’ 意见和经验对于理解他们的需求至关重要, 情绪, 以及他们对您品牌的整个旅程的期望.
Make sure to regularly collect customer feedback through surveys, 评论, 以及其他渠道. 使用此信息不断更新和改进您的客户旅程地图.
Don’t: 加快进程
绘制客户旅程需要时间和精力. 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. 通过这样做, you can ensure that it remains relevant and effective in guiding your business towards providing exceptional customer experiences.
记住, 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.
所以, embrace the concept of continuous improvement and make updating and revising your customer journey map a regular part of your business practices. 通过这样做, you can ensure that your organization stays ahead of the curve.
Let’s Sum Up Mapping Your Buyer Journey
现在, 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, 您可以创建详细且准确的客户旅程地图，通过提供卓越的客户体验来帮助您的业务蓬勃发展.
