5 Tips for Mapping Your Customer Journey
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Post on 21-Jan-2018
- 1. Make sure your buyer personas inform every step of your customer journey map. Learn more at Customer Journey Maps and Buyer Personas: The Modern Tool Kit for Marketing ibm.biz/custjourney Be in the know with all the latest CMO news and tips. Follow the series on Twitter & engage with us at #thinkCMO Like us on Facebook Above the Clutter with Pete Krainik facebook.com/ATCseries Sign up for a free trial of Journey Designer ibm.biz/IBMJourneyDesigner Document the Channels Your Buyers Will Use Triggers, such as frustrations or needs, are what cause a buyer to enter the cycle. Buyer persona interviews can help you identify these possible triggers. Identify the Initial Stage of Your Journey Map Not every journey is the same but the stages follow the generic path of Discover, Compare, Acquire, Use and Advocate. In the Discover and Compare stages, buyers will use the web, social networks, word of mouth and other methods to research. They may not reach out to your company right away so it is important to have engaging content available for them to find. Define the Rest of Your Journey Stages Remember your buyers are people too. Build emotional hooks throughout the customer journey to build real relationships earlier in the buying cycle. Develop a plan to capture behaviors in these channels and feed them into a central database so you can act on these interactions and deliver a more rewarding experience in each channel. Take time to anticipate every question your buyer might have and develop helpful content that eliminates concerns before they even surface. Tap into Buyers Thoughts and Feelings Anticipate Everything T I P Sfo r M a p p i n g Yo u r C u s to m e r Jo u r n ey5 A c u s t o m e r j o u r n e y m a p i s a v i s u a l d i a g r a m d e p i c t i n g t h e s t e p s y o u r c u s t o m e r w i l l t a k e w h e n i n t e r a c t i n g w i t h y o u r c o m p a n y. I t i s p i v o t a l t o u n d e r s t a n d i n g y o u r c u s t o m e r s e x p e r i e n c e w i t h y o u r c o m p a n y.
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