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Best Practices for Setting Up Customer Journeys

(Part I) 

By Alessandra Ceresa


As I have highlighted in a previous blog post, customer journey map is a powerful tool when creating a cohesive and satisfying experience for all of your leads and customers.


To recap, here are the benefits of customer journey mapping:

  • Visualize the customer experience through your customer’s eyes
  • Identify holes in your process and fill them with effective touch points
  • Personalize the experience your leads and customers have with your brands based on both their needs and their actions
  • Break down any internal departmental silos for a more collaborative approach
  • Drive sales with more effective lead nurturing strategies


Customer mapping is not new, however the tools to help you build your journeys are far more intuitive and easy to use than ever before. Tools, like JourneyFlow, help you to easily create, visualize, and improve upon your customer journeys before they actually go through them.


So, to get the most from customer journey mapping, here are a few best practices:


  • Identify the different journeys your customers currently experience.
    • Include every touchpoint where your lead/customer comes into contact with your organization. This means EVERY touchpoint from print, social media ads, online articles, review sites, online chat, sales follow ups, etc.


  • Which touchpoints are more effective than others? Is there a way that you could improve the experience with that particular touchpoint?


  • From the point of first contact, what are the customers’ next steps?
    • Each customer is different. Based on their needs, as well as their initial interaction with your brand, what is the ideal journey?


  • Determine every possible action your customers can take.
    • What happens if they click or read your email? What is the next step?
    • What is the next step if they do not click or read your email?
    • At what point do you trigger a sales workflow?


  • What data can you use to help you personalize your content?
    • Use data to help you send your leads/customers on personalized paths. For example, you can send them relevant content based on their location, past purchases, interests, and more.


Use a step-by-step approach to help you lay out your customer journeys. Remember, creating successful customer journeys doesn’t happen overnight, but with proper process and planning, this could be the best thing you can do to help deliver more satisfying and profitable customer experiences. 

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