It may be challenging for your company to get into the minds of your customers. You could be wondering why a customer spends so long browsing your selection – and adding products to their cart – just to close the tab. Alternatively, you could be wondering why it’s taking your customers 10 moves to get from Point A to Point B when it should just be taking them one.
Whatever the uncertainty may be, the core cause is that you most likely don’t have a clear grasp of the customer journey, which is the process by which a customer interacts with a company so that they are able to achieve a certain goal.
Challenging Interaction Paths
Today’s consumers relate to brands in ways that are difficult to pin down. From gaining an appreciation of a brand via social media, through to getting a “thank you for your purchase” email following a successful transaction, there are often many and various steps in between.
This isn’t something which you can assume or predict founded on your internal perspective. A customer journey is quite specific to the physical experiences your customers have. Therefore, the best way to understand the journeys of your customers is by asking them.
When it comes down to having a good understanding your customer’s experience, there’s really no easy way to do this. Many organisations turn to customer journey maps. There are positives – as well as negatives – which come with customer journey maps, and like any other digital marketing research and documentation, it comes down to two aspects:
- Spotting the goal and purpose behind it.
- Understanding how to actually apply and use it.
If you go with customer journey maps, we highly recommend you keep the two criteria in mind.