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5 Easy Steps to Create a Simple Customer Journey Map
Getting into the minds of customers is challenging. Yet, customers make the soul of your business. Identifying their needs and preferences helps customize the way you connect with them and promote your services, products, and experiences. In the long run, it enhances customers' loyalty and generates sales.
Before you start mapping the customer journey, you may need to assess your overall business goals and current business processes. These goals and processes are the basis on which you will develop the buyer persona that carries the process forward. Here are the steps you will need to create a practical customer journey map.
1. Start by Writing Down Your Process
The customer journey requires you to look at various aspects of your business. From sales to marketing to customer service, the customer journey spans across all departments. The first step in creating a customer journey map is to write down your process. Include everything from the time a lead comes into your funnel until they become a customer.
To start, put more focus on prospects that show interest in your products and services. Establish a lead nurturing process, define your marketing emails, sales touchpoints, and more. Anything that happens throughout this process is essential, and ensure you document it precisely.
Keep in mind that the customer journey can also include micro journeys that address different parts of the journey. These micro journeys can be triggered depending on lead sources, if a lead clicks on specific links, visits particular web pages, and more.
2. Create Your Assets
Once you have established your process, it’s time to create the different elements that go into your strategy. Customer journey assets include your emails, workflows, landing pages, sign up forms, marketing materials, and more.
For example, a lead nurturing campaign might have several different emails and sales follow-up workflows. A new lead campaign might have a landing page, signup form, emails, and workflows based on specific webpages clicked or emails opened.
Assets like workflows and emails allow you to create unique experiences for each of your customers. You can use these to gather data, trigger follow-ups, drive conversions, and more.
3. Use your CRM and Marketing Automation System to Set Up Journey
To create a customer journey, you will need a CRM and marketing automation platform, preferably one that integrates the two.
Using an integrated system like GreenRope ties your sales and marketing processes together and gathers real-time data about your leads going through your marketing journey. Investing in a complete CRM provides a more unified view of your customer that will help you make accurate decisions.
A complete CRM also allows you to seamlessly transition your leads from marketing to sales throughout your lead nurturing process. For example, you can automate your marketing emails, and trigger a sales follow up and collect valuable data in your CRM for sales to use when reaching out. When you have all of this data in one place, you can more easily personalize your assets and customize the customer journey based on where the lead is in your sales funnel.
A complete CRM software helps to integrate various parts of the customer experience and gives you a single source of truth. Therefore, you can view all the data that you find in other systems, like customer support, social media, e-commerce, and web analytics, using a single dashboard. It is easier to crunch numbers and have accurate representations of the buyer's journey, as well as a better understanding of your business and the customer.
4. Test Your Journey
After setting up your journeys, adding all your triggers, emails, and workflows, the next step is to test out your journey. Have a couple of people in your organization test out your journey and ensure it works the way it should. Get feedback on how each person goes through their journey and make changes accordingly. You need to make sure that you are going through the journey as your customer, so you understand their experience.
Testing the journey is the most efficient way to experience what the customer will do during the process. Following the regular steps such as searching online, clicking ads, following a website search, adding products to the cart, and getting in touch with a support team in the test phase.
Ask yourself the following questions when testing your journey:
Based on the answers to these questions, you can update your journeys appropriately.
5. Execute and Revise Your Journey
The final step is to make the journey live. Once it's live, you can start tracking the effectiveness of your touchpoints and make revisions based on engagement. For example, if you notice that people are not clicking on your CTA, you may want to revise it. If you need a sales salesperson to follow up sooner in your journey, add a workflow for a salesperson once someone visits a specific page or clicks on a link in your email.
It’s important that you have tracking and that you are paying attention to your journeys as people move through them - at least at first. The goal is to drive conversions, and if you are missing the mark, you will need to go in and adjust accordingly.
Creating effective customer journey maps takes planning, data, and testing to get it right. However, once you find the right formula that works for your customers, these journeys will present opportunities like never before.
Use GreenRope to develop and launch customer journeys effectively. The process is hassle-free and convenient for all businesses. Contact us today to get started.
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