What is Customer Journey Mapping & Why is it Important?
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A customer journey map is a visual representation of the customer journey (also called the buyer journey or user journey). Skiptocontent Sales Marketing CustomerService Commerce IT HR SmallBusiness Salesforce.com TrySalesforce TrySalesforce Home Sales Marketing CustomerService Commerce IT HR SmallBusiness ContactUS GetyourFREE30-daytrial. Pleasecompleteallfields. SalesCloud:World's#1CRM ServiceCloud SalesforcePlatform Salesforce.com 1-800-667-6389 | FreeTrial June30,2020 BySalesforceUK WhatisCustomerJourneyMapping&WhyisitImportant? in Marketing, CustomerService, SmallBusiness Wantthebestblogcontentviaemail?Signupforourbi-weeklynewsletter. Subscribe BacktoPosts Onthesurface,customerjourneysmayseemsimple-youofferaproductandtheybuyit.Butlookmorecloselyandit’seasytoseethatthecustomerjourneyisbecomingincreasinglycomplex. TheFourthIndustrialRevolutionisredefiningcustomerexpectationseveryday,withtheaverageconsumernowusing10channelstocommunicatewithbusinesses.Allthesetouchpointscreateincreasinglycomplexcustomerjourneys,makingitmoredifficulttoalwaysensureagreatcustomerexperience.ButcustomerexperienceismoreimportantthaneverandaccordingtorecentresearchfromSalesforce: 80%ofcustomersnowconsidertheirexperiencewithacompanytobeasimportantasitsproducts. 69%ofconsumerswanttotalkwithacompanyinreal-time 60%ofcustomersintheUKexpectthecustomerexperiencetobeconnected So,customerexpectationsareundoubtedlyundergoingamajortransformation.Thequestionisthen:howcanbrandsmeettheseexpectationsandensureeverycustomerjourneyissmooth? Oneexcellentwaytounderstandandoptimisethecustomerexperienceisaprocesscalledcustomerjourneymapping. Approachyourcustomerstheirwaywithapersonalisedcustomerjourney SeehowourB2Bmarketingautomationcanhelpyouincreaseleads,boostsales,bemoreproductive-andtransformyourbusiness. Watchdemo Whatisacustomerjourneymap? Acustomerjourneymapisavisualrepresentationofthecustomerjourney(alsocalledthebuyerjourneyoruserjourney).Ithelpsyoutellthestoryofyourcustomers’experienceswithyourbrandacrossalltouchpoints.Whetheryourcustomersinteractwithyouviasocialmedia,email,livechatorotherchannels,mappingthecustomerjourneyoutvisuallyhelpsensurenocustomerslipsthroughcracks. ThisprocessalsohelpsB2Bbusinessleadersgaininsightsintocommoncustomerpainpointswhichinturnwillallowthemtobetteroptimiseandpersonalisethecustomerexperience. Whatiscustomerjourneymapping? Customerjourneymapping(alsocalleduserjourneymapping)istheprocessofcreatingacustomerjourneymap,avisualstoryofyourcustomers’interactionswithyourbrand.Thisexercisehelpsbusinessesstepintotheircustomer’sshoesandseetheirbusinessfromthecustomer’sperspective.Itallowsyoutogaininsightsintocommoncustomerpainpointsandhowtoimprovethose. Firstly,allthepossiblecustomertouchpointsaremappedout,forinstance,awebsite,socialchannels,interactionswithmarketingandsalesteams. Userjourneysarethencreatedacrossthesevarioustouchpointsforeachbuyerpersona.Forexample,amillennialbuyerpersonamaytypicallybecomeawareofaproductonsocial,researchitonthemobileversionofyoursite,andfinallymakeapurchaseonadesktopcomputer. Thecustomerexperienceateachtouchpointshouldbeincludedinacustomerjourneymap.Thiscanincludewhatactionthecustomerneedstotakeandhowyourbrandresponds. Whyiscustomerjourneymappingimportant? Customerjourneymappingisimportant,becauseitisastrategicapproachtobetterunderstandingcustomerexpectationsandiscrucialforoptimisingthecustomerexperience. Customerjourneymappingisjustasimportantforsmallandmedium-sizedenterprisesasitisforlargercompanies.Customerexpectationsarechangingforallbusinesses,regardlessofsize–customersdemandanomnichannelapproachtocustomerservice,marketingandsales. Oneofthemostimportantaspectsofthecustomerexperienceispersonalisation.Recentresearchfoundthat 84%ofconsumersfeelthatbeingtreatedlikeahumanratherthananumberiscrucialtowinningtheirbusiness.CustomerjourneymappingallowsSMEstocreatepersonalisedexperiencesacrossalltouchpoints–foreveryindividual,acrossallchannels. Mappingthecustomerjourneyhasahostofbenefitssuchas: Allowingyoutooptimisethecustomeronboardingprocess Benchmarkingthecustomerexperiencedesiredbyyourcustomersagainstwhattheyactuallyreceive Understandingthedifferencesinbuyerpersonasastheymovefromprospecttoconversionthroughthebuyingfunnel. Creatingalogicalordertoyourbuyerjourney. However,thebiggestbenefitissimplyunderstandingyourcustomersmore.Thebetteryouunderstandtheirexpectations,themoreyoucantailorthecustomerexperiencetotheirneeds. Howdoescustomerjourneymappingenableomnichannelmarketingandcustomerservice? Today’sconsumerswantahighlypersonalisedexperienceandthisincludesyourmarketingandcustomerserviceefforts.Thisinterconnectedapproachiscalledomnichannelmarketingandomnichannelcustomerservice. Intermsofmarketing,customerjourneymappingplaysacrucialroleinthisprocess,asmarketerscantargetoneprospectacrossmultipletouchpoints.Forexample,acustomerwhobrowsesaproductonawebsitecanberetargetedwithasocialmediaadlateron. Toofferthebestpossiblecustomerexperience,omnichannelmarketingisoftenbackedupbyomnichannelcustomerservice.Thisiswherethecustomercanreceivecustomersupportacrossanychannel,suchasonsocialmedia,messengerapps,orlivechat.Again,customerjourneymappingcanallowyourCustomerServiceteamtobetterunderstandthecustomerexperienceandimprovetheirabilitytoresolveissues. HowcanIoptimisemycustomerjourneymap? Mappingoutmanydifferentcustomerjourneysacrossmanydifferentbuyerpersonascanbequitetime-consuming.Andonceyouhavemappedthemout,youstillneedawaytoofferapersonalisedomnichannelcustomerexperiencebasedonyourmap. Soifyou’reseriousaboutcustomerjourneymappingthenyouneedtoinvestinsoftwarethatcantakethehassleoutofdoingthis.CustomerjourneymappingtoolsaretypicallypartofmarketingautomationsoftwarelikePardot.Theyforexampleallowyoutoeasilycreatecustomisedcustomerjourneysandautomatemarketingactions.Thistakesyourmarketingautomationeffortstothenextlevel. CheckoutademoofPardot’spowerfulmarketingautomationsoftwarebuiltontheworld’s#1CRM. Approachyourcustomerstheirwaywithapersonalisedcustomerjourney SeehowourB2Bmarketingautomationcanhelpyouincreaseleads,boostsales,bemoreproductive-andtransformyourbusiness. Watchdemo MarketingResources:FreeArticles,Videos&Tips Resources ExploreOurTopFeaturedMarketingResources MarketingResources:FreeArticles,Videos&Tips Editors'Picks WhatisMarketingAutomation? MARKETING WhatisMarketingAutomation? WhatisMarketingAutomation? 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