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Synopsis

Optimize the potential of your leads with our Customer Journey Maps presentation. Use this deck to draw out and visualize complex customer experiences, make sense of their stories at every stage, from initial awareness to long-term loyalty and create products that buzz and sell.

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Slide highlights

Optimize the potential of your leads with our Customer Journey Maps presentation. Use this deck to draw out and visualize complex customer experiences, make sense of their stories at every stage, from initial awareness to long-term loyalty and create products that buzz and sell.

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If you need a retail customer journey map, this slide will come handy. According to experts, customer surveys and mystery shopping programs are the best tools to collect data for retail customer journey maps.

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26 questions and answers
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Customer Journey Maps can help in strategizing marketing campaigns by providing a visual representation of the customer's experience from initial awareness to long-term loyalty. This can help marketers identify key touchpoints, understand customer needs and preferences at each stage, and tailor their strategies accordingly. It can also help in identifying gaps in the customer experience and opportunities for improvement.

Customer feedback plays a crucial role in creating a Customer Journey Map. It provides valuable insights into the customer's experiences, preferences, and pain points at every stage of their journey, from initial awareness to long-term loyalty. This information can be used to optimize products and services to better meet customer needs and expectations, ultimately leading to increased customer satisfaction and loyalty.

Customer Journey Maps can help in identifying opportunities for upselling and cross-selling by providing a visual representation of the customer's experience from initial awareness to long-term loyalty. This allows businesses to identify key touchpoints where they can introduce additional products or services that the customer may be interested in, thereby increasing sales and revenue.

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Overview

Per LinkedIn, the customer journey map is a technique that allows visualizing how customers interact with a brand. The advantage of using such a map lies in the fact that it forces a business owner or business manager to look at how customers actually experience the brand and not how your team assumes they do. Another main benefit of mapping a customer's journey is that "understanding and empathizing with customers lays the groundwork for meaningful interactions and successful business outcomes. It also provides a tangible framework for CX initiatives," LinkedIn Marketing Solutions Blog states.

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25 questions and answers
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Customer journey maps can help improve the overall brand experience by providing a visualization of how customers interact with a brand. This forces business owners or managers to view the brand from the customer's perspective, rather than making assumptions. Understanding and empathizing with customers through this method lays the groundwork for meaningful interactions and successful business outcomes. It also provides a tangible framework for customer experience initiatives.

Customer feedback plays a crucial role in creating a customer journey map. It provides valuable insights into how customers experience the brand, their interactions, and their overall journey. This understanding and empathy towards customers lay the groundwork for meaningful interactions and successful business outcomes. It also provides a tangible framework for customer experience initiatives.

Customer journey maps can help in improving customer satisfaction by providing a visual representation of how customers interact with a brand. This allows business owners or managers to understand and empathize with their customers' experiences, rather than making assumptions. This understanding lays the groundwork for meaningful interactions and successful business outcomes. It also provides a tangible framework for customer experience initiatives, which can lead to improved customer satisfaction.

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There are four main types of customer journey maps:

  • Current State – these customer journey maps are the most commonly used. They provide insights into the actions, thoughts and emotions that customers currently experience when they interact with a brand.
  • Day in the Life – these customer journey maps provide insights into the actions, thoughts and emotions your customers currently experience in all the activities in which they partake on a daily basis, whether or not they are related to your brand.
  • Future State – these customer journey maps visualize what you assume the actions, thoughts and emotions your customers will be in the future when they interact with your brand.
  • Service Blueprint – these customer journey maps are a less fancy version of one of Current State, Day in the Life or Future State maps. They deal with the factors responsible for delivering customer experience, such as people, policies, tech and processes.
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25 questions and answers
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The effectiveness of customer journey maps can be measured in several ways. One way is to track the changes in customer behavior and satisfaction over time. This can be done by conducting regular customer surveys and tracking key performance indicators (KPIs) such as customer satisfaction scores, Net Promoter Score (NPS), and customer churn rate. Another way is to assess the impact of changes made based on the insights gained from the journey maps. This can be done by comparing the performance metrics before and after the changes were implemented. Additionally, the effectiveness of journey maps can also be measured by the extent to which they help in identifying gaps in the customer experience and opportunities for improvement.

Customer journey maps can help in identifying gaps in customer service by providing insights into the actions, thoughts, and emotions that customers experience when they interact with a brand. They can highlight areas where the customer experience may be lacking or not meeting expectations. This can be in terms of people, policies, tech, and processes involved in delivering the customer experience. By identifying these gaps, businesses can take steps to improve their service and enhance the overall customer experience.

Customer feedback can be incorporated into customer journey maps in several ways. Firstly, it can be used to identify pain points in the current state of the customer journey. This can help in improving the areas where customers are facing difficulties. Secondly, feedback can be used to understand the customer's day-to-day interactions with the brand, which can help in creating a 'Day in the Life' map. Thirdly, customer feedback can be used to predict future interactions and expectations, which can be visualized in a 'Future State' map. Lastly, feedback can be used to improve the service blueprint by addressing the factors responsible for delivering customer experience.

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Application

Aaron Agius, search, content and social marketer for Salesforce, Coca-Cola, Target and other brands, lists the following steps for mapping out a customer journey:

1. Set clear objectives for the map

Before creating your map, ask yourself why you are making one in the first place, Agius says. The questions to ask include: What goals are you directing this map towards? Who is it specifically about? What experience is it based upon?

2. Profile your personas and define their goals

Conduct extensive research. Questionnaires and user testing are both great tools to obtain customer feedback. You should only reach out to actual customers or prospects because the feedback you want should come from people who are genuinely interested in purchasing your products and services and who have interacted with your brand in the past or have plans to interact with it.

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25 questions and answers
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Customer feedback can be used to identify opportunities for growth and improvement by highlighting areas where customers are not satisfied or where there is room for improvement. This feedback can be used to make changes to products or services, improve customer service, or identify new market opportunities. It can also help in understanding customer needs and expectations, which can guide the development of new products or services.

Customer feedback is crucial in the decision-making process as it provides insights into what is working well about your product or service and what should be improved. It can help identify the needs and wants of your customers, improve customer satisfaction and loyalty, and ultimately lead to increased profitability. It also allows you to make more informed decisions about your business strategy, products, and services.

Customer feedback can be used to understand customer stories at every stage by analyzing their experiences, needs, and expectations. This can be done through surveys, user testing, and direct communication. The feedback can help in identifying the strengths and weaknesses of your products or services, and in making necessary improvements. It can also provide insights into customer behavior and preferences, which can be used to tailor your offerings and marketing strategies.

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3. Highlight your target customer personas

As soon as you have an idea about the different customer personas that interact with your brand, you need to narrow your focus down to one or two of them. "Remember, a customer journey map tracks the experience of one customer type who's taking a very specific path with your company. If you group too many personas into one journey, your map won't accurately reflect your customers' experience," Agius says.

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4. List out all the touchpoints

Touchpoints are all the places on your company website that allow customers to interact with your brand. List out all the touchpoints your customers and prospects are currently using, in addition to the ones you believe they should be using if there is no overlap. Beyond your website, look at social channels, paid ads, email marketing, third-party review sites or mentions and any other way in which your customer might come across your brand online.

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5. Identify the elements you want your map to show

There are four types of customer journey maps, which we mentioned above: Current State, Day in the Life, Future State and Service Blueprint. Depending on the specific purpose you have for the map, you can choose the proper one.

6. Determine the resources you have and the ones you lack

Your customer journey map should touch on nearly every part of your business and highlight all of the resources that go into developing the customer experience. It is crucial to take inventory of the resources you have and the ones you'll need to improve the customer's journey. "For example, maybe your map highlights some flaws in your customer service offer and you notice that your team doesn't have the tools they need to properly follow up with customers after a service interaction. Using your map, you can advise management to invest in customer service tools that will help your team manage customer demand," Agius says.

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7. Take the customer journey yourself

The most important part of the customer journey map creation process is analyzing the results. Analyze how many people are clicking to your website but opt out without a purchase? How can you better support your customers? Incorporate all these answers in your map.

8. Apply the necessary changes to your products and processes

After the data is collected and your map is completed, you are ready to make the necessary changes to achieve your sales and growth goals. Maybe, this means making more distinct call-to-action links or writing longer descriptions under each product to make its purpose more clear. Also, remember that your customer journey map should be a constant work-in-progress. "Reviewing it on a monthly or quarterly basis will help you to identify gaps and opportunities for streamlining your customer journey further. Use your data analytics along with customer feedback to check for any roadblocks," Agius recommends.

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Case study

The below customer journey map by Lancôme Cosmetics is a great example of how a brand can analyze its customers' behavior and needs and tailor the product or service experience to them. Lancôme's map doesn't spare a single detail and covers not only the customers' pain points, but also the type of content they post on social media and their thought processes. No wonder the beauty company's marketing and communications strategy is spot on and the worth of Lancôme Cosmetics is estimated by Forbes at $10.4 billion.

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