Sometimes a journey can include twists and turns that seem a bit overwhelming. Many marketers plan along the lines of developing a journey within their digital ecosystem that will garner the best experience a consumer can encounter. However, with all your best intentions, that is not always the case. There is a start to the journey but in my opinion, there should never be a finish. To get there, let’s look at a few ways to develop and evolve journey maps.
Starting your journey
Every time I hear the word “journey” I get a 90’s flashback of Indiana Jones setting off an archaeological adventure. Developing a customer journey can be just as exciting. According to Invesp, customer journey maps are a compact visualization of end-to-end customer experience. They can be illustrated in just about any way with infographics, charts, or diagrams. They illustrate all the places and touchpoints a consumer interacts with your brand. It’ll help tie all the touchpoints and see the literal visual journey through the funnel.
Here are 4 items you will need to get your journey going:
- Iron out your customer personas. It makes sense that in order to map out the journey, you need to know who you are mapping it for. Understanding your customer personas are your first step.
- Buyer goals. This will take a bit longer since you will need to do some homework by digging deeper. Feedback and surveys are usually a good way to gather this data.
- Buyer touchpoints – a touchpoint refers to any time a consumer comes in contact with your brand during the funnel. This is a bit laborious but asking yourself the right questions to develop will get you there a lot quicker. The best way to approach this is by putting yourself in your customer’s shoes and addressing possible pain points and next steps. Google Analytics has a great flow chart tool that helps map this out. You can use this to get some ideas.
- Wash, rinse, repeat.
Customer journeys are not set in stone. They are a framework that evolves and continues to change. With the evolution of data and engagement on different digital channels, learning about our customers is an ongoing process therefore all journeys will as well.
At first glance, customer journey maps may look overwhelming and daunting. However, if you go into understanding that this is a living breathing document that will evolve as your audience does, it becomes a lot more palatable. Have any tips on developing a journey map? Share your thoughts and comment below. And don’t forget to read up on other marketing-related geeky stuff on my blog.