Customer journey maps

A customer journey map is a very simple diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination.  Use your customer journey maps to understand which touch points customers experience as they interact with your brand. It helps to understand how your customers see your brand, how they interact with your products and gain insight into the pain points they’re facing that keep them from purchasing.

Create a customer journey map

Step 1: Set your targets.

Step 2: Create buyer personas.

Step 3: Identify motivations and pain points.

Step 4: Map out the buyer’s journey.

Step 5: Maximize your touchpoints.

Step 6: Analyze.

Step 7: Revise.

Brand at all the customer touch points

Brand touchpoint is an individual contact point between the customer and a company’s brand. Most companies have upwards of 100 different brand touchpoints. These are  interactions with the brand, ranging from in-person selling to email marketing messages.

It is important to review customer touch points to make sure the brand is consistent throughout different experiences. Review online communication like Google search ads, newsletters, emails, and social media posts. They can also be physical, like a direct mail postcards or business cards. Check in and train staff on reflecting the same image with in-person interaction, like a live event or providing customer service in storefronts.

Develop a customer journey map.  This is a visual representation of the customer journey and see the story of your customers’ experiences with your brand across all touchpoints.