What Is Customer Journey Mapping?

Customer journey mapping is the process of documenting every touchpoint that your prospects and customers have as they interact with you. Channels, timings, content, devices, and call-to-action’s (CTA’s) are documented to give an end-to-end overview of what your customers are experiencing (or will experience). Detailed customer journey maps are a great way to identify gaps or over-communication in different areas of the customer journey to highlight areas of focus. A touchpoint might be a phone call, email, website visit, store visit, letter, complaint or confirmation email.

You may decide to have multiple smaller customer journey maps for specific goals or for specific personas to give a deeper level of granularity and detail. Furthermore, when analytical data is available, this can be overlaid to give an even more powerful and insightful view of the successes and failures throughout your business.

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Why Do I Need To Map My Customer Journeys?

You might be thinking that you know all of the pain points that your customers are facing. But how can you be sure? After all, you should be doing everything you can to remove any pain points that your customers are experiencing.

By systematically breaking down your customer journey(a) stage-by-stage, identifying the goal you want to achieve at each step of the journey and restructuring each touchpoint accordingly is an incredibly powerful way to achieve your goals of driving customer retention and acquisition.

In summary, there’s 3 main reasons why you should be mapping your customer journeys...

It provides the opportunity to refocus your business on what’s really important to your customers - thus delighting them!
It will identify new potential target audiences that you may not have considered before
It ensures you build a customer-centric business focused on delighting your customers

Speak to the team today to chat about your customer journey maps