7 Interesting Real Life Customer Journey Map Examples

Columbia Road, an e-commerce agency, created this customer journey example for a fictitious online grocery shop. Here the agency demonstrates the core ... Bycontinuingtousethiswebsite,youconsenttotheuseofcookiesinaccordancewithourPrivacyPolicy.PlatformAnalyticspeoplePeopletriggersAutomationsIntegrationsCustomersPricingResourcesLearnBlogDocumentationCompanyCareersAboutPartnersPressContact7InterestingRealLifeCustomerJourneyMapExamplesKristinaAllenCertifiedDigitalMarketerCreatingacustomerjourneymapisvitalforanybusinesstooptimizeitssalesandmarketingprocesses. AccordingtoSalesforce,“amonghigh-performingteams,88%sayacustomerjourneystrategyiscriticaltothesuccessoftheiroverallmarketing.” Aneffectivecustomerjourneymapwillincludeallofthecustomertouchpointsashopperinteractswithonthewaytomakingapurchase. Ifyou’relookingtocreatethisdocumentfromscratchorlookingforwaystoimproveyourmap,belowaresomecustomerjourneymapexamplesfromhighlysuccessfulcompanies. CustomerJourneyMapExamples Whencustomerjourneymapping,thinkdeeplyaboutyourbusinessanditscustomers.Let’sdiveintosomecustomerjourneymappingandwalkthroughwhatmakesacustomerexperiencemapvaluable. ConsumerSaaSCustomerJourneyMapExamples ThecustomerjourneymapisessentialtoB2CcompaniesintheSaaSspace.Itcanbeexpensivetoacquireanewcustomerandeachmonththatyou’reabletokeepasubscriptionactivedeepensyourROIandROAS. Understandingcustomerpainpointsandcustomerneedsarevitalformaximizingvaluethroughoutthecustomerlifecycle-andamapwillhelpidentifytheseareas. 1.Spotify Spotifyisoneoftheworld’smostpopularaudiostreamingservices.WhenSpotifywantedtoimprovethemusic-sharingexperienceforitscustomers,ithiredamarketingfirmtocreateacustomerjourneymap.Thegoalofthiscustomerjourneymapwastodeterminewheremusicsharingfeaturesthebestfitintothecustomerexperience. Inthismap,weseetheuserexperiencemappedoutfromthemomenttheuseropponentsSpotifyonamobiledevice,allthewaythroughtowhetherheorshelikesasongthatafriendhasshared. Throughouteachstage,thebrandlistswhatacustomerisengagingwith,doing,thinking,andfeeling.Theagencyuseddataresearchandcustomersurveystounderstandbetterhowusersfeltateachpointinthecustomerjourneytocollectthisinformation. Basedonthecustomerjourneymap,Spotifywasabletoidentifypainpointsforusersandaddressthosepainpointssothatthemusicsharingexperienceissmoothandseamless,encouragingmoreuserstosharemusic--andtodoitmoreoften.\ Thisjourneymapisexcellentbecauseitidentifieskeyareasofcustomerengagement,takesintoaccountcustomerbehavior,andhasthegoalofmakingthecustomerexperienceasenjoyableaspossible. 2.TurboTax TurboTaxisaleadingonlinesoftwarepackageforpreparingtaxes.WhentheTurboTaxteamwasreadytolaunchanewproductcalledPersonalPro,theycreatedacustomerjourneymaptounderstandbettertheoverallexperienceacustomerwouldgothroughwiththisnewproduct. Theteamusedamixofdataresearch,customersurveys,andkeyconversationswithtaxprofessionalstounderstandhowtheproductfitsintothelivesofthoseusingit. TurboTax’scustomerjourneyanalyticsexercisestartswhensomeoneentersthewebsiteandisintheconsiderationphasethroughtothecompletionofthetaxfiling. Thiscustomerjourneymapisgreatbecauseitallowstheteamtoseepainpointsthatpeopleexperienceand,therefore,addressthesepainpointstomaketheexperiencesmootherandmoresatisfactory. EcommerceCustomerJourneyMapExamples TheEcommercespaceishighlycompetitiveinalmosteverynichethesedays.Tomaximizeprofitmarginswhilekeepingpricingcompetitive,it’simportanttoconvertasmanyshopperswhohityoursiteaspossible. Inadditiontoconvertingfirst-timecustomersathighrates,it’simportanttohaveup-sellandcross-selltouchpointsinyourcustomerjourney.ThisincreasesthelifetimevalueofyourcustomersanddrivesuptheROIagainstyouracquisitioncosts. CustomerjourneymappingisavitalexercisethatcanhelpE-commercebusinessesskyrocketconversionratesfromallonlineshoppers. 1.ColumbiaRoad ColumbiaRoad,ane-commerceagency,createdthiscustomerjourneyexampleforafictitiousonlinegroceryshop.Heretheagencydemonstratesthecoreactivities,goals,touchpoints,andexperiencesthatacustomerwillgothroughduringthedecision-makingprocesstoplaceanorder. Inthiscustomerjourneymappingexercise,theColumbiaRoadteamwentonestepfurtherthanothersbyalsoincludingKeyPerformanceIndicators(KPIs)andwhichdepartmentisresponsibleforensuringacustomerhasthebestexperiencepossibleateachstagewithintheuserjourney. IncludingKPIsisimportantbecauseitletsyouknowifyourcustomerjourneymapiseffectiveorifitneedstobeadjustedtobetterserveyourshoppers. 2.Amazon AmazonisoneofthelargestE-commerceshopsintheworld,withitsowntechnologyandcustomsystemsinplaceformovingacustomerthroughthesalesjourney.Itscustomerjourneymapisoneofthemostcomplexaroundandwouldtakemostpeopledaystoreadthroughandunderstand. Thegoodnewsisthatthemapcanbebrokendownintoseveralmoredigestiblepartsforanalysis. HerewecanseeAmazon’scustomerconversionfunnelandhowthecustomerjourneyisenabledbyitsownproductsthatpushusersthroughthesalesfunneltomaximizecustomerengagement. MostinterestinghereishowAmazonincludesitssuccessmetricsforeachstageofthecustomerjourney.ThesearethesamesuccessmetricsthatjustabouteveryE-commerceshopshouldbemonitoring:impressions,reach,CTR,addstolist,addtocart,purchaseassists,conversionrate,ROAS,reviews,subscriptions,andrepeatpurchaserates. Whenconductingyourcustomerjourneymappingexercise,besuretoincludethesekeymetricstomonitoryoursuccess. 3.AMoreCommonScenario IflookingattheAmazoncustomerjourneymapfeelsoverwhelmingtoyouknowthatyou’renotalone.MostE-commercebusinesseswillhaveamuchlesscomplicatedcustomerjourneytomapout. Hereisacustomerjourneymaptemplateforthecheckoutprocessforonlineshops. Inthisexample,youseethemostimportantstagesofthecheckoutprocess,includingthetechnologyinvolved,commoncustomerfrustrations,andspacetoincludesolutionstomaketheprocesssmoother. Forexample,ifacustomerfindscreatinganaccounttobeabarriertocheckoutintheveryfirststep-thenofferingaguestcheckoutoptionwouldbeonesolutionforimprovingthecustomerexperience. StartyourE-commercecustomerjourneymappingexerciseusingtheabovecustomerjourneymappingtemplateasanoutlineandthencustomizeitforyourownneeds. B2BCustomerJourneyMapExamples(SaaS) IntheB2Bcustomerjourney,thesalescyclecanvarysignificantlybasedonpricepointandthebuy-infromstakeholdersneededtomakeabusinesspurchase. 1.Excel WhenitcomestoaB2BSaaSpurchaseforsomethingreasonablyinexpensivelikeHootsuite’ssocialmediamanagementplatformortheMailChimpemailmarketingplatform,mostofthecustomerjourneywillhappendigitallywithminimaltonoinvolvementfromasalesrepresentative. Inthiscase,acustomerjourneymapmightbemadeusingasimpleExcelspreadsheet. Becausetherearefewhighbarrierstoconversion,thecustomersalesjourneycanhappenquicklyandeasilyaslongastherightdigitaltouchpointsareinplace. Theexampleaboveshowsthattouchpointscanallbeonlineassetsfromsocialmediaforawareness,toblogpostsforresearch,tocasestudiesorwebinarsforconsideration.Finally,theremightbeapersonaltouchpointintheveryendifsomeonehasaquestionrightbeforeorafterpurchasing. IfyourcustomersgofromAwarenesstoPurchase(orevenFreeTrialpurchase)quickly,asimplemapmightworkforyou. 2.HubSpot IfaB2BSaaScompanyhasalongersalescyclewithamorehighlyconsideredproductorservice,thecustomerjourneymapshouldbemorecomplexanddonedifferently. BelowisanexamplefromHubSpot.Thefirstpartoftheircustomerjourneymapincludesthevariousstagesofthejourney: Then,becausethisisanexampleofajourneywithalongersalescycle,italsobreaksdownthestagesintosubstagestodigfurtherintothemindsetofthecustomer. UndertheAwarenessStagewouldbetheStranger.UndertheConsiderationStagewouldbetheSubscriber/LeadandMQL(MarketingQualifiedLead),andundertheDecisionStagewouldbetheOpportunityandtheDealClosed/Handoff. Asacustomermovesfrom,say,SubscribertoMQLintheConsiderationStage,heorshewillexperiencedifferentemotionsandrequiredifferenttouchpointstomovethroughthesalesfunnel. Forexample,ablogsubscriberornewslettersubscribermightnotevenbeabletoaffordyourproductorservice,soitwouldn’tmakesensetoassignhimorherasalesrepandwastethatrep’stime. However,onceasubscriberbecomesanMQL,andyouknowheorshefitsyourcustomerprofileyoucanstarttreatingthispersonasarealpotentialcustomerbydedicatingmoretimeandresources. Thisalsomakesforamorerelevantexperiencefromyourcustomer’sperspective.Noonelikestobehassledtobuyaproductheorshecannotafford. Intheoverallcustomerjourney,thesubscriberandtheMQLarebothstillintheConsiderationStagebuttheyshouldbetreatedinadifferentwaywhichiswhyit’simportanttobreakthejourneyoutintosmallerstagesifyouhavealongersalescycle. WhatMakesaGoodCustomerJourneyMap Abovewewalkedthroughseveralinterestingcustomerjourneymapexamplesanddiscussedtheprosandcons.Now,asyougetreadytocreateyourownmap,let’stalkaboutkeyelementstokeepinmind. 1.ItShouldBeBasedonaMarketResearchPlusRealCustomerData AccordingtoastudyfromAscend2inpartnershipwithAnsira,enterprisemarketersareusingcustomerfeedbacksurveys(53%)andcustomerjourneymarketingresearch(47%)tobuildmaps. Thisisagreatcombinationbecauseitincludesworkbasedontheoryaswellasthereal-worldexperiencesofshoppers. Whyisthiscombinationkey? Customersdon’talwaysknowwhattheywantorwhattheywouldpreferiftheyhaveneverexperiencedanewproductorfeaturebefore. It’suptothebusinesstocontinuouslyinnovateandpresentideastoshoppers.Thesenewproductsandfeaturesshouldbeworkshoppedbasedonacustomerpersonaanduserresearch. Then,oncetheproductornewfeatureiscreated,tomakeitasbeneficialtotheuseraspossible,feedbackshouldbecollectedsoimprovementscanbemade. Becauseacustomerjourneymapneedstotakeintoaccountthethoughtsandactionsofusers,compilingadocumentthatincludesacombinationofmarketresearchandcustomerfeedbacksurveysisthebestwaytogetthedatayouneedtomakeaneffectivejourneymapforyouridealbuyerpersona. 2.ItExpandsBeyondYourMarketingFunnel Acommonpitfallcompaniesmakewhencustomerjourneymappingistomakeastoryboardofthemarketingfunnelormarketingplan. Themarketingfunnelisagoodbasisforcreatingaskeletonofthemarketingportionofyourexperiencemap,buttheuserjourneymapshouldgowellbeyondmarketing. Whatdoesthismean? Themarketingfunnelcanbebrokendownintocustomerjourneystages,justlikeyourcustomer’sjourney.Itstartswithawarenesswithyourtargetaudienceandendswithapurchasefromyouridealcustomerpersonainthemostbasicsense(weoftenliketotakethisbeyondpurchasetoloyaltyandrepeatpurchase). Thismeansintheawarenessstageofyourmarketingfunnelyoumaytalkaboutsocialmedia,googleads,andotherformsofawarenessbuilding. Thenintheinterestsection,youmaydiscussemailmarketing,webinars,andotherformsofcontentthatincreaseinterest,andintheconsiderationphase,youmaytalkabouttheUXdesignofyourwebsite,salesdemonstrations,andsoon. Agoodmarketingfunnelwilldetailoutbasicactivitiesthatshouldbecarriedoutateachstageofthefunnelforyouruserpersona. Thecustomerjourneymapgoeswellbeyondthesebasicactivitiesandalsolistsoutwhatacustomeristhinking,feeling,anddoingateachstageofthemarketingfunnel. Thinkofitasamarketingfunnelonsteroids!It’samuchstrongerandmorepowerfuldocumentthanjustyourbasicmarketingfunnelormarketingplan. Additionally,anycustomerexperiencemappingneedstogobeyondthemarketingfunnel.Itshouldincludetheentireuserexperiencewiththeproductorservice,eachstepinthesalescycle,andthetouchpointsapersonmayroutinelyhavewithcustomerservice. 3.ItIncludesKPIs Agoodcustomerjourneymapwillincludethevariousstagesofthesalesandmarketingcycleaswellasthethoughts,feelings,andactionsoftheuserateachstage.AgreatcustomerjourneymapwillincludeKPIsforeachstage. IncludingKPIsisimportantsothatthemapcanbeevaluatedbyeachcustomertouchpointandadjustedwhennecessary. Acustomerjourneymapisn’tadocumentthatissetinstone.Itshouldbeupdatedwhennewinformationislearnedaboutcustomerbehavior,customerneeds,andcustomersatisfaction.Itshouldalsobeevaluatedandadjustedifoverallsalesandmarketinggoalsarenotbeingmet. Becausetheworldisalwaysevolving,soistheentirecustomerjourney. GetStartedCreatingYourCustomerJourneyMap Thereisnobettertimetostartlayingthefoundationforyourcustomerjourneymappingprocessthantoday. Bycreatingavisualrepresentationofthebuyingprocess,you’llgainvaluableinsightintothereasonswhycustomersdoanddon’tbuyfromyou. Onceyou’veidentifiedcustomerpainpointsyoucanmakeimprovementsatthenecessarycustomerjourneytouchpointstooptimizeyourbusinessforsalessuccess. Remember,thewholegoalistoputyourselfinyourcustomer’sshoestocreatethebestpossibleshoppingexperienceforcustomerretention! 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