It occurred to me last night that, if Customer Experience was a human body, personas would be healthy eating. Just like we know we should have and need personas, we all know we should and need to eat healthy. But both can be hard to do and, like the debate I had with myself last night, we wonder if the effort is worth it.
Is this something you’ve been wanting to do?. Here’s how these three tools fit together, in one diagram (and some supporting paragraphs of text).. I’ve tried to keep this as jargon-free as possible.. What’s the difference?. Personas provide humanizing context..
Author: Steve Offsey
If you’ve searched for information about how to build a customer journey map, you’ve likely encountered a dizzying array of different approaches.
Your search may have left you asking questions like:
Why do journey maps all look so different from one another?
Where should I start if I’m interested in creating a journey map?
How do you know which approach will be the most effective for your organization?
Are there journey map templates available that I can use?
In this article, I’ll define the nine most common components found in customer journey maps, so you can create the most effective journey map for your needs.
- Shine the Spotlight on the Customer
The first thing you need to decide is whose journey you are going to map. You can map the journey, for example, of a specific customer type (persona), a potential (target) customer, or a segment of customers, depending on the purpose of your journey mapping initiative.To decide whose journey to map, first clarify the business goal that your journey mapping initiative will support.
Some examples of business goals that journey mapping can support include:
Establish a journey framework that applies to all or most of your customers that can be used across your firm to build a common understanding of customer stages, goals, touchpoints, etc.
Align siloed business units and functional areas with the key friction points in the customer’ experience.
Support a more collaborative planning process for investing in customer experience-driven growth.
Operationalize a new customer segmentation framework.Optimize the customer experience for a high value customer.
Understand how the customer experience of one customer segment or a particular buyer persona differs from another.
Grow your business by targeting a new customer or under-leveraged customer.
In B2B customer acquisition, a buyers’ journey typically includes different types of customers who serve different roles in the B2B purchase. In this case, it is useful to include multiple customer types in the journey and show how and when each is involved in the overall purchase.These buyer roles are typically defined using personas.
Personas are archetypes of your customers that help your organization understand their needs, expectations, and behaviors. Personas are a helpful tool for delivering positive, memorable experiences for your customers.Personas are archetypes of your customers that help your organization understand their needs, expectations, and behaviors.
Linking your customer journey map to the persona definition can be a helpful way to establish and maintain a shared understanding of your personas and their journey. If you don’t have personas defined, you should consider including the development of personas as part of the journey mapping initiative.
- Build a Customer Journey Map with Defined Stages from the Customer’s Perspective
Journey maps are organized by customer stages (sometimes referred to as phases).
Each stage represents a major goal your customer is trying to achieve in their overall journey. You should build a customer journey map with stages that represent your customer’s goal-oriented journey, not your internal process steps.
Why should you avoid defining journey stages that map to internal processes? It’s a common mistake that instantly turns your journey map into an internal process diagram—commonly referred to as an inside-out approach. As we’ll discuss later on, you can map internal processes, like your sales process, onto the customer journey stages after you’ve established a customer-centric stage model
.Stages can be high level, like a stage in your customer’s relationship with your brand. Or they can be narrower, like the ‘Board Flight’ stage in a map that models the first time flight experience for an airline customer. How broad or narrow your stages are will depend on the journey you decide to map.Each stage represents a major goal your customer is trying to achieve in their overall journey.The stage format is implicitly linear, in that one stage follows another. However, you can use visual design in your map to show customer behaviors that are cyclical.
- Capture Your Customer’s Goals
Your customer interacts with your brand in order to meet specific goals, sometimes referred to as wants, needs, or expectations.
Here are some examples of customer goals:
I want to know what my options are.
I want to be sure I am paying a fair price.
I want to feel respected.
I need to be productive while traveling.
Clearly capturing your customer’s goals in each stage of the journey enables you to evaluate how well the customer experience you are delivering is—or isn’t—meeting those goals.The value of your map as a business decision-making tool is largely a result of this evaluation. So make sure you include a clear understanding of customer goals!4. Describe the Touchpoints Your Customer Uses to Interact with Your OrganizationTouchpoints are the points of interaction that your customer has with your brand, or outside of your b
A common way to compile information on your customers is through a buyer
persona. But a buyer persona might not be the right tool for truly getting
into your customer’s shoes, especially when exploring new value
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Discover how customer journey maps and buyer persona marketing can facilitate your contacts’ purchase decisions and improve the customer experience.
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