- Infographic: Holiday shopping on Twitter
- 4 things to Tweet about this Halloween
- 5 influencer marketing myths holding your growth strategy back
- What businesses around the world can learn from Japan
- Device and conquer: Global consumers let their fingers do the shopping
- 5 ways marketers are building better brands
- 5 ways to increase your Tweet engagements with emojis
- 4 steps that drive success with personal branding
- How to create and use hashtags
- How valuable are your followers?
- 3 ways to tap into trending topics on Twitter
- How to: Advanced search on Twitter
- How Quick Promote can get you noticed on Twitter
- See successful followers campaigns
- Top hashtags and keywords to use for Halloween
- 4 ways businesses can use Twitter Polls
- How to get your Twitter profile ready for the holidays
- The holiday marketing calendar you need
- How a retail company increased holiday sales with Twitter
- Have your holiday questions answered by the experts
- How a startup found success with Twitter Ads
- 6 things to Tweet about this Thanksgiving
- What to Tweet about this fall
- How to use Twitter to increase foot traffic
- How to prepare your business for Cyber Monday
- How to tap into mobile trends and increase in-store holiday purchases
- How to create stand-out Twitter Ads this holiday season
- Small Business Saturday checklist: How to get your business ready
- Top hashtags and keywords to use for Thanksgiving 2016
- The top 10 trends driving marketing in 2017
- See how to reply to customers on Twitter
- #TweetHour recap: How to stand out during the holidays
- What to Tweet this winter holiday season
- How to: Make a Twitter Moment that shows off your year
- 5 tips to make your holiday promotions stand out
- How to incorporate video into your content strategy
- See how to Tweet about gift giving holidays
- Recap: Twitter Ads experts answer your campaign questions
- Top hashtags and keywords to use to bring in 2017
- 4 ways to use the New Year to promote your business
- Our favorite articles of 2016
- 10 tips for choosing the best graphic designer
- 3 ways to create a consistent visual brand on Twitter
- 10 tips for launching your first mobile app marketing campaign
- How to plan for success in 2017
- Periscope tips: a conversation with @BoopFashionista
- 5 ways to step up your brand in 2017
- How to do influencer marketing right in 2017
Customer journey mapping: What you must know
Arrow down icon
- The secret to more effective paid campaigns? Better organic content.
- How to manage your Twitter Ads campaigns with Flightly
- February lineup: Your essential marketing calendar for the month
- #TweetHour recap: Building your personal brand
- What to Tweet this Valentine's Day
- 4 do's and don't's of Twitter images
- Want to build strong influencer relationships? Focus on ease and value
- Top hashtags and keywords to use for Valentine's Day
- Tips for entrepreneurs: A conversation with Larry Kim
- Courting an influencer
- 8 ways to energize your B2B content marketing strategy
- Interviewing marketing freelancers? Ask these 6 questions
- March lineup: Key dates to help plan your marketing campaigns
- Hidden Twitter tricks from a social media manager: the media library
- How brands can reach a second screen audience
- Meet the awareness campaign
- 6 things to Tweet this spring
- Spring clean your Twitter profile
- How better quality whitepapers can improve lead generation
- Top hashtags and keywords to use this spring
- It's now easier to manage the payments and billing of your Twitter Ads
- 5 Periscope tips for your brand
- #TweetHour recap: How to leverage influencer marketing trends
- How to use Tweet threads
- 5 tips for writing effective Twitter Ads copy
- How to use Periscope 360 for your brand
- How to spread your message with the awareness objective
- April lineup: Key dates to help plan your marketing campaigns
- 5 things to Tweet this Easter
- How to create evergreen content with lasting engagement
- What micro-influencers can do for your brand
- The psychology of shareable content
- Top hashtags and keyword to use for Easter
- 7 tricks to produce content on a budget
- Data-driven tips for B2B marketers on Twitter
- What is relationship marketing?
- Mobile shopping doesn't mean skipping the store
- Content marketing myths that businesses need to stop believing
- How to fill holes in your content calendar
- Are you ready to handle your next company crisis on Twitter?
- Who to follow for National Small Business Week
- Is your marketing strategy protected against changing buyer behavior?
- 6 articles to help you craft your Twitter strategy
- How to start a content marketing campaign with no money
- How to make announcements on Twitter that build engagement
- Twitter named one of the top trusted brands for social and digital marketing
- May lineup: Key dates to help plan your marketing campaigns
- 4 must-read articles for lean marketing teams
- What you can learn from your agency's social media feed
- 4 articles to help your brand succeed with smart design
- 5 things to Tweet this Mother's Day
- Top hashtags and keywords to use for Mother's Day
- 6 things to Tweet when attending a conference
- How to choose your hero stat
- Why goals matter to influencer marketing success
- 5 interesting ways to share your brand story
- 5 tips for more effective influencer marketing
- 5 things to Tweet this June
- Why you should focus on native and video advertising
Customer journey mapping: What you must know
This article and expertise was originally published on Forbes.
As technology advances, customers become more demanding. I would even argue that today’s customers are far more demanding than they were just two or three years ago. The more connected we become, the more impatient consumers get for products that are better and faster than the original.
Of course, consumers aren’t the only ones who get impatient. Companies are continually looking for ways to quickly get customers in the door. To help companies accomplish this goal, 63% of marketers currently use some sort of journey mapping, according to a report from Forrester. This trend is expected to continue.
Effective journey mapping requires several moving parts, and each industry will have its own best practices. On the other hand, there are a few foundational aspects that remain consistent, no matter your field or target customer.
Know your customers’ perspective
Seems like a no-brainer, right? Yet companies neglect this aspect all the time. There is a notable difference between viewing your product or service from your customers’ perspective and simply thinking you know your customers’ perspective. Rather than guessing about your customers’ experience, take time to do your own research. Customer experience research includes:
• Persona. What is their present situation, and what are their ambitions for the future?
• Outcomes. What is your ideal customer trying to achieve?
• Journey. What actions must a customer take to reach a desired outcome?
Successful mapping requires research on the various segments of your target population. But resist the temptation to combine segments to reach more people, as this only leads to useless generalizations. Instead, create a map based on a single customer — the persona (or personas) your company has spent so much time defining.
The next step involves identifying touch points where a customer interacts with your business. This starts with a visual map for each persona you want to target — billboards, social media, influencers, calls-to-action, landing pages, and any other opportunities a person has to interact with your brand. Next, map data to your touch points. For example, evaluate how many leads and customers you receive from each channel. Conduct an impact analysis to find out where you succeed in bringing in customers, and where your journey is lacking. Identify pain points for each persona.
Include key performance indicators
It is pointless to create a customer journey map if you have no way of measuring its success. A main function of customer journey maps is to recognize opportunities based on qualitative research of your customers’ perceptions and experiences. Key performance indicators (KPIs) provide the necessary framework for making your map actionable.
KPIs may include insights of customer highs and lows. For example, “meets/does not meet/exceeds expectations” are common examples of KPIs companies use to identify opportunities for improvement in the customer journey.
Incorporate customer perceptions and goals
Use customer perceptions in your map as they relate to their goals and expectations. Remember, customer journey maps serve a distinct purpose and are actionable. Effective maps identify both positive and negative customer perceptions throughout their journey, and put these perceptions in context in relation to their goals. Businesses then leverage this data to find opportunities for improvement, as well as assess the impact of any current investments.
Determining customer goals and identifying positive and negative emotions require both a qualitative and quantitative approach. For example, qualitative methods like ethnographic research and contextual inquiries are effective at capturing customers’ behavior and emotions. Conversely, voice of the customer (VOC) data from call centers and surveys is especially beneficial for pinpointing customer emotions at a specific moment in time.
Customer journey maps are most effective when they engage both stakeholders and the C-suite. Your approach will vary greatly based on your unique company culture. For example, your C-suite may be most impressed by KPI metrics and analytics, while stakeholders may be more driven by processes and the people involved in each touchpoint. Do what makes the most sense for your company.
Customer journey mapping is a key part of creating a personalized experience for today’s demanding consumer. With a little planning and observance of best practices, you will be ready to identify opportunities and barriers for consumers based on their goals, perceptions, and emotions. In turn, you’ll be better prepared to engage them at any point in their journey.
Additional Resources On This Topic:
This article was written by Daniel Newman from Forbes and was legally licensed through the NewsCred publisher network.