Digital customer journey map

Techniques for mapping your digital customer journey

Digital customer journey map Gaining an understanding of your customers and their interactions with your company, both directly and indirectly, is essential to increasing the value, longevity, and repeat business of your partnership. An example of a digital customer journey is therefore necessary.

You can develop a communication strategy that engages your customers in dialogue by using digital customer journey mapping. By following your online consumers’ paths, you can more easily visualize intended and actual customer paths as well as key points of contact across multiple marketing channels.

So, where do you start when looking at your business and the journey a customer takes in the initial phases of a decision-making process and in follow-up phases as the relationship builds?

using the Framework to create examples of Digital customer journey map

With our well-liked framework, marketers can reliably support customer experience (CX) analysis, customer journey mapping, market research, and other related tasks.

Marketers love it because it is a 5-step process that is easy to use and lets you plan, manage, and optimize your most important customer touchpoints by combining customer data with your growth strategy. This procedure is demonstrated by the omnichannel customer journey example given below.

Why is this relevant? In today’s competitive digital landscape, maintaining a happy customer base is essential for success. In fact, 32% of all customers would stop doing business with a brand they loved after one bad experience—losing business and decreasing your marketing ROI.

So, now’s the time to invest in getting your customer journey spot on, so you can acquire and retain even more customers and build a marketing strategy that achieves your business objectives.

determining the digital client journey’s channels and touchpoints digital customer journey map is about discovering

When considering an example of a digital customer journey, it is helpful to start with the various touchpoints a customer has with your business. Even though it is likely to grow with the next steps, this is an area where multiple stakeholders can be actively involved, each with a different perspective on how the customer interacts with your business, whether that be from customer service, e-commerce, fulfillment, etc.

Start the discussion by looking at the main purchase channels, which should include sections similar to those in Fig. 1 and will be clearly defined within the organization:

 

Next, you could extend this to look at other domains, such as:

• marketing channels (phone, Facebook, blogs, email, and postal mail, among others);
• order fulfillment, which covers exchanges, payment, and delivery;
• Research channels (website, consumer forums, stores, customer services, etc.).

The preceding discussion points concentrate on direct interactions; however, as this example of a digital customer journey illustrates, indirect interactions through word-of-mouth, social media, customer reviews, etc. should also be taken into account to create a comprehensive picture of all the touchpoints:

Examples of online client journeys

The customer will need to complete a variety of tasks at each of the two touchpoints depicted in Fig. 2. These tasks vary based on the business and industry, but they can be broadly divided into the following conventional types:

• Having Awareness
• Discover
• Make an investment in
• Utilizing an item or service
• establishing a connection with the product

This can be broadened to include areas that are significant to your business (for instance, a hotel chain may wish to consider key components such as check-in, use of amenities, check-out, and departure when examining the use of products or services). To identify and define additional activities and map the initial customer journeys, it is advisable to begin with a basic approach.

illustrating the route that clients take

Once you have an idea of the customer touchpoints and completed activities, you can map the customer journey using a simple table. Touchpoints are listed on the left, and activities are listed across the top. A table like this one would look like this:

You can use this to map out your target audience’s journey from initial awareness through purchase to bonding and sharing of satisfaction once you have a general understanding of them.

When you make your company’s first purchase, initially chart your course using your own frame of reference. For example, I have depicted my recent process for choosing a new smartphone in Fig. 4:

This lists significant turning points in my journey and suggests critical decision-making points, such as:

• the decision to stick with the present mobile provider (Step 3: Assess prices and phone options);
• influence on the phone selected (Step 4: phone reviews and opinions; Step 5: store trial and phone recommendations);
• Choosing What to Buy (Step 6: Purchasing at Store).

I am an existing customer who is returning in this case. A new customer or other customer persona would go in a different direction. Examples of these include Early Adopters, who want the newest technology, Basic Users, who only use their phone in an emergency, and Social Connectors, who use Facebook, Twitter, and other social media heavily. The key is to use research and, if available, actual customer feedback to understand the path and actions that each type of customer takes.

Using digital customer data, Digital customer journey map

Having built an understanding of your customers’ experiences with your business, you are now in a position to improve the customer experience.

• Minimizing negative customer experiences through the identification of key steps and decision points to ensure the correct information is available and accessible to all customer types.
• Improved customer retention occurs through understanding how they transition through each stage in their purchase lifecycle.
• Identification of communication GAPs, where no or conflicting messages are being received. For example, use social media to respond to customer feedback, whether positive or negative.
• Understand core customer journey paths, where additional development will provide the biggest impact.
• Understanding of required metrics to identify customer’s progress and fall out points, providing opportunities to bring customers back on board.

Do you want to improve the performance of your team or yourself? You can find marketing opportunities and challenges with the aid of our committed services. You can transform your customers’ experiences step-by-step with the help of our Digital Experience Service Path. Start now.