Using a Customer Journey Map
What is a Customer Journey Map?
A customer journey map, as you might expect, maps the journey your customers go through when interacting with your company.
Usually, you start by creating one or more user personas. These user personas describe which customer profile you (want to) work with. A customer journey map can then be created for each of the personas you have defined for your business.
When you are just getting started, it's best to focus on one main user persona. This will be your main target audience to whom you will offer your main product or service.
How can you structure a Customer Journey Map?
A customer journey map is usually based on the marketing stages, from Awareness all the way to Affluencer. It maps every key moment the customer goes through while interacting with your company.
First, you start by mapping the key moments the client goes through. Then, for each key moment, you will indicate what can go wrong and what can be done to exceed the client's expectations in this key moment. Finally, you think about opportunities you see for each key moment.
The opportunities are statements that start with "How might we...", e.g. "How might we make it easy for a client to find our contact information?"
Every opportunity statement can then be used to brainstorm cool solutions that answer this statement. Either trial run your solutions with your live clients and test which ones work best, or get feedback from your audience through a survey or a poll. This can easily be done through polls in Instagram Stories.
Tips on how to use a Customer Journey Map when you're just getting started
The problem with starting a business is that you usually run so far ahead that you start focusing on the wrong things.
In my previous business, I would jump ahead to trying to get sales and getting my systems automated while I hadn't even figured out how to get people to read my content in the first place. With Bliss & Gold, I knew I had to find a different approach and I started with outreach to get a small audience in place.
How can you do this for your business?
- Write down the key moments as mentioned above
- For each key moment, write down what the minimum is that you need to have in place to cover it
- Work your way back from the last step to the first and ONLY implement that minimum step
- When every step is covered in a minimum way, go to the very first step and work it out in detail as described above
- Experiment with the different solutions you defined for this key moment until you have enough data to know what works and what doesn't
- Move to the next step and repeat
Why would you want to use this process?
By defining the minimum you need for each step, you don't need to stress when a client goes through the whole process while you are focused on optimising one of the first key moments. While they might not have the VIP-experience you want to be able to offer them someday, you know that you covered each step in your process well enough for the client to have a good experience when working with you. Thanks to that knowledge, you can focus your attention on optimising your process one step at a time.
And, trust me, many of the big international corporations in this world haven't nailed their customer journeys either so you're not alone!
Use Case: Dubsado
Dubsado's steep growth curve proves that a good customer experience works
Three years ago, Dubsado was just a dream. Becca and Jake, the husband-and-wife team who founded Dubsado, always shared their vision but they started small just like any other entrepreneur. In no time, I saw them evolve from getting the first people in the door to being promoted by their customer in every online space I was a part of at the time. Whenever I think about a customer experience done well, their company immediately comes to mind. With an 850% growth in capacity in only 3 years time, they prove that their approach works.
And, I knew I didn't just want to share my view on their approach but I wanted you to be able to hear about it from their own team.
So, without further ado, I give you my interview with Biz from Dubsado.
Uncut & unedited.
I hope you enjoy it!