The Big PictureCustomer journey maps are often expansive diagrams that depict the entire process of a customer first hearing about your brand, developing an opinion about your products, buying, experiencing your products and services and going on to participate in your brand by becoming an advocate. This can involve dozens of stages but these are usually some variation of five basic stages: awareness, discovery, purchase, experience and participation.While big picture maps are useful for illustrating the marketing concept of the customer journey, they are usually too big and broad to identify meaningful change for your brand, sales and customer experience. brand. This involves stages such as brand recognition, awareness and image.Brand recognition is the process by which an individual learns to recognize a brand by its name or visual symbols. This is important as individuals tend to prefer products they recognize. Brand awareness is the process of learning to associate a brand with its attributes such as realizing that a particular brand of coffee is organic. Brand image are the ideas that customers form about a brand such as an opinion about its quality and reputation.
SalesA sales team may be concerned with the part of the customer journey from establishing contact with the customer, to answering their questions and discovering their needs and finally to closing a deal.The example above is quite brief as there are hundreds of potential interactions at the opportunity and closing stages of sales. For example, a team might model how customers react to a particular negotiation strategy such as door in the face.
Product DesignA product development team may examine the customer journey in terms of the learnability, usability and the customer's overall engagement and feelings about the product. For example, the following customer journey for a television design.
NotesCustomer journey maps typically draw upon business data such as records of digital interactions with customers. They may also be heavily based on market research. For example, ladder interviews may be used to discover interactions that influenced a particular customer. The goal is to identify strategies that can be scaled such as promotion that is working well and to identify gaps and problems that are causing customers or prospective customers to drop off.
|Overview: Customer Journey Map|
A visualization of experiences that influence customer actions and perceptions.