The Customer Journey
Do you know what your customers want? You are going above and
beyond, yet they still go to your competitor instead. How do you figure out how to retain their loyalty? Take a walk in your customer’s shoes and go on a customer journey.
A customer journey is a diagram showcasing how a customer becomes aware of your brand and each of their interactions with your brand. The customer journey documents the full experience of being a customer, from the very beginning to interactions after purchase.
How to create a customer journey map.
The easiest way to map a customer journey is to break it down into steps. These steps are customer touch-points; any time your customer “touches” your brand is a step.
To start, list out all customer touch-points. Some examples would be your website, online ad, Facebook profile, or online reviews. Next, list all actions your customers may perform throughout their journey. This may be a Google search or clicking on an ad.
When analyzing these steps and actions along the customer journey timeline, ask yourself questions in the customer’s shoes:
- What is the customer doing in this step?
- What information is needed?
- What questions are being asked?
- What content and services make the most sense?
- What terms are customers searching for?
Once you answer these questions, structure your touch-points to create a more effective journey for your customers. To help streamline the journey, we recommend placing these steps and actions into phases.
Awareness – In the awareness phase you are trying to attract customers. When you know what your potential customers are thinking about in this stage, you can start to tailor your touch-points with better keywords and content.
Common Touch-points
- Advertisements
- Word of mouth
- Signage
- Social media
- Online display ads
- Landing page
- Direct mail
Common Customer Actions
- Received a recommendation
- Viewed an ad
- Viewed signage
- Viewed on social media
- Conducted a search
Consideration – In the consideration phase the customers define their needs and research options.
Common Touch-points
- Search engine listing
- Landing page
- Blog
- Social media
- Videos
- Contact form
- Third party sites
Common Customer Actions
- Online searches
- Comparison shopping
- Watching videos
- Asking for recommendations
- Reading reviews
- Testing
Purchase – In the purchase phase the customer chooses to buy your product or service. This is the time to promote yourself as the right fit.
Common Touch-points
- Storefront
- Website
- Social media
- Promotions/Incentives
Common Customer Actions
- Store visit
- Purchase
- Online shopping
Service & Loyalty -The service & loyalty phase includes the buyer’s experience overall and their decision to become an ambassador of your brand.
Common Touch-points
- Customer service
- Promotion on invoice
- Customer survey
- Loyalty program
- Newsletter
- Shipping/Packaging
Common Customer Actions
- Recommend to a friend
- Write a review
- Submit a service request
- Make an additional purchase
Understanding your customer’s journey is vital for effective marketing. When analyzed and continuously reviewed, you will find ways to constantly improve their experience and grow your business. If you are seeking guidance or assistance on how to improve your customer journey, contact Pinnacle Marketing Group.
