If you are investing efforts in enhancing the UI and UX designs of your website and application, optimizing it for search engines, and creating tons of visual and writing content but still the results are not satisfactory. If yes, then you have to revisit your customer to understand what their pain points are and what they do to resolve a pressing problem. A quick way to understand it is by getting a 360degree view of your customer by asking HubSpot inbound marketing consultants to set up CRM.
The moment you finalize your customer’s pain point and get insights into their journey from point A to point B, you will be able to create a logical connection from their response. This logic is known as the customer journey. Understanding it would result in Sales and Marketing strategy optimization.
Here in this article, we have given a brief difference between customer journey & mapping, why it is important for the business, and how one can map the customer journey.
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What Is A Customer Journey?
Customer journey is outlining the complete process and experience that a customer goes through before reaching a decision. It includes knowing your brand, interacting with your content, and so on. Understanding it would allow you to create buyer personas, and answer the pressing questions like, what motivates customers, friction in the success of customer journey, and touchpoints that businesses need to optimize.
What is Customer Journey Mapping?
Unlike the customer journey, this is the process of visualizing, visual representation of, the complete process, identifying the touchpoints e.g. 404 error pages, ads, website, blog, social media, product review, listing, marketplace, employees, etc., and how a customer transgresses throughout the customer journey stages.
Here you need to understand the customer journey is no liner, it follows a haphazard flow and goes back & forth between stages to reach a decision. A relatable example would be B2B and B2C customers. The latter one requires less nurturing, however, when it comes to the prior one, the customers are actively seeking out a solution to this problem, hence the business has to put a lot of effort into nurturing, establishing relationships, engaging with them, and drafting content or demos. but once you get the grasp, you can proactively create everything and set your marketing and sales efforts to automation. For this, you can consult HubSpot inbound consulting experts at Techloyce to optimize HubSpot for small businesses and SMEs.
Importance Of Customer Journey Mapping
Mapping customer journey helps businesses with onboarding process optimization. Like we said above, once you know who your customers are, what industry they belong to, and what intent they have can help you understand the customer better by creating personas, and optimizing the journey for every persona. Lastly, it helps the marketing and sale executive in creating a logical order between touchpoints that customers interact with throughout the journey and optimize it to prevent leakages.
Benefits Of Mapping Customer Journey
- The first advantage it offers to businesses involves empathizing with the customer. It is only possible if you what issues customer are dealing with, and what step they take to resolve such issues. Once you are familiar with this, you can create a smooth customer journey that will yield a maximum ROI.
- Secondly, it provides a uniform view of the customer journey. Since you have identified and created personas of your customers, for each stage of a customer journey, you’ll be able to address and fill the gap within the customer journey especially in communication and content.
- Lastly, you will be able to predict customer behavior and optimize the customer journey. Moreover, it also helps in increasing customer and employee satisfaction.
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How To Create A Customer Journey
Creating a customer journey is not a difficult task, you just need to identify customer touchpoints and map their journey. However, here is a quick guide to help you navigate the process.
- Set Clear Objectives – The first step of creating a customer journey starts from setting clear objectives. It can be to instruct the customer to sign-up for a newsletter, demo, or to perform a significant action. Once you are clear about what you want from your customer in order to achieve a particular target, you can optimize your strategy accordingly.
- Create Personas With Definite Goal – The next step in this process involves creating personas of your customers along with the specified goal that you want them to fulfill.
- Highlight The One You Are Targeting – After creating multiple personas, you have to highlight the one whom you are targeting for a particular campaign, it can be B2B or B2C buyers, with a detailed and mapped customer journey.
- List Out Touchpoints Of Your Customers – Next step in the periodical should be identifying the touchpoint. For this, you have to study the persona in detail, interview your customers, and ask relevant questions e.g. how they search for information, what are the problems and issues they are facing, and what possible solutions they have narrow-downed. Knowing these would help you create logic in the customer journey which one can use to map the success.
- Test Drive The Customer Journey That You Have Mapped – Once the process is done, it’s time to quality test it. For this, the best approach is to ‘do it yourself.’ This will give you first-hand experience of the journey that you have created and help you map the flaws.
- Improvise The Customer Journey – The last step in the process is to improvise the customer journey by keeping points in mind that you have experience. This will foolproof your customer journey process.
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Conclusion
The most important for customers right now is having a quality and contextual customer experience. This is only possible if you design a customer journey from the customer point-of-view, not the other way around because doing so will only result in churn. Hence, the best solution to understand your customer and optimize your campaign is by either asking the customer directly how they made a decision or interviewing the salespersons since they are in direct contact. To know more about how to create an optimized customer journey for efficient inbound marketing, reach out to Techloyce, a certified HubSpot Partners and HubSpot Consultants.
