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19 Jun 2017
Customer journey mapping, especially in the modern business world, can be a powerful tool. It is a hard data glimpse into the steps your customers go through, from first contact to loyal customer. This data is becoming extremely important in today’s business world because it fuses the on and offline experiences and points out specific places where businesses can improve. But once you have this information, it can be difficult to figure out exactly where to move forward. Here are three suggestions on how to implement your customer journey discoveries and improve your business.

1.  Think About Market Segmentation

Customer journey mapping often gives you a sideways glance at the types of people who are actually making the complete journey; i.e. becoming a conversion. While the information may not be specific, seeing where people are coming from can actually give you amazing insights into what demographics they fit into. Billboards on highways, for example, will bring in suburbanites. Instagram is probably going to draw in people in their twenties and thirties (and most likely female). With a bit of a glance into the types of people who are completing your customer journey, you may want to explore those trends more specifically. One way to do that is through market segmentation, which can give you a glimpse into the specifics of who exactly is completing the journey. Armed with both sides of the equation, the who and the how, you can create a form of branding and advertising that targets those market segments much more effectively.

2.  Talk About the Findings with Your Staff

Christine Crandell, a contributor at Forbes, argues that the very first thing you need to do after customer journey mapping ( KeltonGlobal.Com/Customer-Journey-Mapping ) is discuss “the operationalization of journey maps with an all-company meeting led by the CEO; thirty minutes max.” She also recommends bringing in a customer to bring their perspective and back up the hard data of the findings. The reasoning is simple: by “socializing” the customer journey map, your staff will be armed with the knowledge of what you learned. From there, you can collectively brainstorm where to go next. “The ROI of journey mapping is realized,” Crandell argues, “when all employees understand how to align their activities to customer expectations.” In other words, get everyone on the same page and things will start to change.

3.  Start Rolling Out a Plan

An important aspect of any research is creating a step-by-step plan that will take the data you’ve acquired in your customer journey mapping and take steps towards change. These plans best start with where customers are dropping off or feeling dissatisfied. In online experiences, these can be anything from design flaws to long loading times or incoherent product descriptions. Organize your teams to look at these key points and start finding solutions.

Customer journey mapping can give you unique, interesting glances into how your business ( KeltonGlobal.Com ) interacts with potential customers. Through a combination of online and offline data collection, the right mapping can outline where your business can improve. Once you know that, be sure your employees are all on the same page and, together, implement long-term strategies that will bring in more successful conversions.


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