{"id":1607,"date":"2019-02-27T14:38:43","date_gmt":"2019-02-27T12:38:43","guid":{"rendered":"https:\/\/myy.fi\/?p=1607"},"modified":"2019-06-07T16:30:27","modified_gmt":"2019-06-07T14:30:27","slug":"use-customer-journey-maps-to-lead-customers","status":"publish","type":"post","link":"https:\/\/myy.fi\/en\/use-customer-journey-maps-to-lead-customers\/","title":{"rendered":"Use customer journey maps to lead customers"},"content":{"rendered":"

\"origami-bird\"Today, customers interact with brands on multiple platforms: in stores, on social media, blogs, online shops\u2026 to name a few. A major challenge for companies is to provide a seamless customer experience across all the platforms. While most consumers expect consistent omnichannel experience, only 7 % of companies<\/a> currently provide that! A customer journey mapping\u00a0 helps you to align your company\u2019s responses and to provide a uniform and continuous customer experience.<\/a><\/p>\n

Here are five steps to start customer journey mapping successfully.<\/p>\n

1. Define your customer persona<\/h2>\n

First you need to define whose journey you\u2019re mapping, in other words, create your target customer persona. For this you need deep customer insights. Most companies have some data on their customers, so gather this existing information and supplement it with conducting new research if needed. Make use both analytical (such as website analytics) and anectodical (for example, customer feedback) data.<\/p>\n

2. Create a hypothesis of the customer phases and identify the touch points<\/h2>\n

Customer phases are the experiences that your customer goes through with your brand, a customer life cycle. Touch points are the interactions that the customer will have with your brand at various stages. For example, a customer may become aware of a new product while browsing social media. The stage is discovering your brand, and the interaction is the post they saw.<\/p>\n

In the below flow chart is an example of the phases and their respective potential touch points. Remember, that touch points include all interactions your brand has with a customer, so there are many different forms they can take!<\/p>\n

\"customer-experience-map\"<\/p>\n

Original picture: Nick Nijhuis<\/p>\n

3. Recognise your customers emotions, good and bad<\/h2>\n

The next step is to understand how your customers feel at all stages of their journey, what they need and what kind of questions they are asking. You may need to conduct external research for this, but try to answer questions about your customer persona for each stage such as:<\/p>\n