Stories move the world, since for people to get in move, we need a why. Objective data falls short sometimes, because we want to analyze emotions, feelings or impressions, and we must dive into our users’ minds with the help of groundbreaking tools that let flow a good communication in both directions.
Once you have an astonishing, first impression clear statement (also known as the Value Proposition of your startup) which is continually bringing clients on board, it is the perfect time to inquire about what do they think and how do they feel in the full life-cycle of interacting with your service or consuming your product.
Storytelling + Visualizing = Customer Journey Map
So in a realm where your users should be the kings, to satisfy all their demands is easier when you do an approach to each of the stages, interactions, channels and elements through which they cross while enjoying to obtain the product or the results they are looking for from your business.
The way you speak about your services is very important, and often very different from how your users describe it. The answers are outside your workplace, and I know how to get them without leaving your desk: interviewing your customers and then mapping their journey.
What exactly a Customer Journey Map is
In a nutshell, is a clear visual diagram that,
- Highlights the start-to-finish or a to-be route of a user when interacting with your service or product.
- Allows you to view the full experience, highs and lows, through the eyes of the user.
- Describes what the user feels, thinks and does in the context when (they) he/she interact with your service/product.
- May contain both statistical and anecdotal evidence.
What a Customer Journey Map is not
A block text or a complex skeleton circuit that,
- Uses personal or team thoughts and beliefs about the consumer process throughout their interaction with the organization.
- Shows always only one side of the coin: the good, the bad or a specific phase of the full user experience flow.
- Reveals analytical and qualitative data solely.
Ingredients of a Winning Customer Journey Map
While they can be spiced in a wide variety of forms, in an overview, it generally must include: Research > Action / Mindset / Emotions > Distribution
- Research: First and foremost, choose the “point of view” or, in other words, pick the “actor” of the story. Who is this journey map about? You should know really well this customer-character and, if available, do not forget using both statistical and anecdotal evidence. Not every customer will enter the process at the very beginning. However, by having done a first map, you can identify where each individual is, whenever they make contact. Next, determine the scenario; the specific experience you are about to map.
- Action / Mindset / Emotions: The story of a good journey map’s narrative is the essence: the particularly impactful moments, the genuine ones, some pain points, laughs and cries. Did you know it’s all about emotions and empathy? As humans, we are inherently emotional, even for the marketing world, thus is a must to squeeze in order to get the best results reflected in our diagram. Discover the hows and whys of kindly using thrills for success.
- Distribution: Let your winning map sit(s) in the oven, and be sure everyone on the team is aware of its place on it in order to know their contribution to the growth of the company plus their importance to the users. Two journey maps could look completely different and yet be perfectly suitable for the context in which they were designed. Also, they will always be subject of constant innovation and segmentation.
There is no one right way to go about it. Traditionally, it will be some sort of infographic with a timeline. Nevertheless, it could turn into a storyboard or even a video; here are some unconventional ideas and examples to illustrate you.
How to Use a Customer Journey Map?
As it is always created to support a known goal, maps that do not align with any target will not result in an applicable and useful insight. That being said, I suggest two important uses,
- Aligning the external and internal vision: once the emotional and rational vision of the relationship between a client and the brand in its different stages of interaction is assessed, then this relationship is achieved to harmonize and naturalize as a purpose.
- Defining the customer experience record: To identify the vanishing points of each customer is only possible by knowing their current experience. In addition, due to the study, it is very frequent to discover blue oceans from which to obtain opportunities to grow.
Important: The Customer is Always Right
As said in older posts, I believe, religiously, in the power of the one and only: the user. If satisfied, they will tell, and if not, even more. So in the user we trust, and that’s where the whole mapping dynamic importance lies in. Below are enumerated, in no particular order, other outstanding items from an endless list that gives a strong significance to the Customer Journey Mapping,
- Mapping reveals positive and negative elements of your sales and marketing processes.
- Shifts a startup’s perspective from inside-out to outside-in.
- Helps to understand quantitative data involving the qualitative one.
- Leads you to gain a clear image of where the user has come from and what they are trying to achieve, lighting your business goals path.
- Improves and boosts bottom line performance and the growth of your organization.
- Looks for transforming the operations and better align the processes, actions and resources; less expenses, higher results.
- Reminds that the users’ needs are always at the forefront of your company thinking, giving them the place they deserve and feeding the good relationships, needs and wants for both enterprise and client.
- Motivates the work team to go for more and establish new goals. What once was thought impossible, gradually start arriving as real, enjoyable and palpable results as seen on the map