A Guide to Customer Journey Mapping
Have you ever stopped to think about the complete experience a customer has with your business, from the very first time they hear about you to the moment they become a loyal advocate? This entire process is the customer journey, and understanding it is one of the most powerful things you can do for your business.
A customer journey isn't just a single interaction; it's the complete sum of experiences a customer has when they engage with your business. Mapping this journey allows you to step into your customer's shoes, understand their needs at every stage, and ultimately build a better business.
It All Starts with Your Customer
A business is fundamentally founded in the mind of its customer. Before you can map their journey, you need to understand who they are. Ask yourself these critical questions:
Who are they?
What do they truly need?
What is their daily life like?
What matters most to them?
Where do they turn when they need help?
The answers to these questions are the bedrock of a successful customer journey. Once you understand your customer, you can start crafting messages that resonate. Your messaging should be compelling — defined as evoking your customers interest or attention in a powerfully irresistible way.
The 6 Stages of the Customer Journey
The customer journey can be broken down into six key stages. There are key things that are important at each stage, and getting them right will increase your chances that the right customers will take the next step. Here is a look at each one.
1. Awareness
Goal: Be where your customers are so they can see you.
This is the "hello" stage. It's about making an initial emotional connection and ensuring potential customers know you exist.
Be on the right channels: Where do your customers spend their time?
Be there when they are looking: Do you understand their search habits?
Provide the right touchpoint: Is it a social media post, a blog, or an ad? You don't have much time to make an impression, so you need something visually appealing that gives the top line message.
Reach enough customers: There are lots of marketing tactics, but as a small business you probably don't have the time or money to try them all. Where can you gain most traction?
2. Interest
Goal: Be relevant so your customer likes what they see.
Once a customer is aware of you, you need to capture their interest. This is your chance to provide value and start building a relationship.
Provide value: Do you offer useful information or ideas?
Check who is interested: Once someone is interested in your business, you need to grasp that opportunity. Do you see who is engaging with your business?
Interact and engage: Are you responding to comments and messages?
Develop a marketing list: Are you encouraging sign-ups for newsletters or updates? This is a very effective way of keeping potential customers aware of and interested in your business, especially if they are not ready to buy straight away.
3. Evaluate
Goal: Prove that you are as good as you say you are.
Now the customer is considering you as a real option. They need proof that you can deliver on your promises.
Provide the right information: At this stage people want more detailed information. How do you showcase your experience and expertise?
Give evidence to support your claims: Back up your messaging with facts. Offer case studies, and testimonials.
Establish you are easy to deal with: Is the evaluation process simple? Respond promptly, be helpful, be relatable, show your professionalism and reliability.
4. Trial
Goal: Let your customer experience your product or service.
The best way to convince someone is to let them see for themselves. A trial reduces the risk for the customer and provides an opportunity to experience what it's like to be your customer.
Break down the decision to buy into smaller steps: Do you offer a free trial, a sample, or a low-cost introductory product?
Open a gateway into the business: How do you paint a picture of what it would be like to experience your product or service. You dont have to give things away for free; you could use video content or imagery
5. Adopt
Goal: Help your customer choose your product and use it effectively.
The customer is ready to commit! Your job is to make this step as smooth as possible and validate their decision.
Ask if they want to go ahead: Make the call-to-action clear. Follow up with people.
Overcome buyers remorse: This is small but important moment, when people can feel worried they've made the wrong choice. Do you validate their decision with a strong welcome?
Help them use it: Do you help customers engage with what they have bought and get the value out of it that you have promised?
Keep the channel open if they say no: Not every trial will convert, but you can learn from it and maintain the relationship.
6. Loyalty
Goal: Be consistent in serving and valuing your existing customers.
The journey doesn't end with a purchase. The final stage is about turning a customer into a loyal advocate for your brand.
Deliver on your promise: Do you consistently provide a great product and service?
Show that you are meeting their need: Do you check in and gather feedback?
Keep in touch: Do you share updates, offers, and valuable content?
Maintain the emotional connection: Do you continue to show your customers you value them?
By carefully considering each of these stages, you can create a customer journey that not only attracts new business but also builds lasting relationships. Even improving just one or two steps can significantly enhance your business outcomes.
What are 3 ideas that you could implement to improve your customer journey?
