With the emerging popularity of customer journey mapping, not only among the customer experience and marketing experts but also between the C-level managers and other teams of a company, nowadays, every company is working on creating their own version of it. This is due mainly to the fact that the benefits brought by mapping the user or customer journey are remarkable.
If you are considering to create your own version, the preliminary step is to find out the customer journey mapping process. It is because you first have to prepare some information and gather data before tackling the enjoyable visualization part.
In this article from Pisano Academy, we will discuss the customer journey mapping process. With the information provided in this guide, you will have the required knowledge about the customer journey mapping process and the fundamental data you need for it.
Step 1: The Persona
No customer journey mapping process is considered valid unless it is equipped with deep knowledge about the persona. You have first to know who does this journey belong to and then go ahead with drawing the path. This is because the motives and decisions differ from one persona to another and these two factors are so critical that you cannot close your eyes on them quickly.
Make sure you have the details needed about your buyer persona and then go ahead to the next step of the CJM process.
Step 2: The Goals
The goal a customer has makes the journey unique. A lot of decisions a customer makes through the path are driven by these goals. Moreover, the satisfaction of the goal is the same factor that can make or break the journey. This makes this step so critical that you must not miss it at all. Keep an eye on the hidden intents as well as the ones that are obviously known, to be certain of the validity of your journey.
Step 3: The Touchpoints
The last data you need to gather is the touchpoints. These are the points in the customer journey in which the customer has a specific interaction with your business. Having all of them listed, your created journey will be perfectly equipped for success in its CX objectives.
Try your hardest to be as detailed as positive and miss no touchpoint at all.
Step 4: Analysis and Aggregation
After gathering all data needed, your next stage in the customer journey mapping process is to analyze them and aggregate them within a unified model. This step is crucial as, most of the time, experts will find some additional information and hidden gems here, even before drawing the CJM.
Step 5: Visualization
The last step of the process is to prototype the journey. Draw a journey using the templates or software we have introduced before and add all the details you have gathered in the previous steps. The visualization step will be finished once you have added your final touch to the journey.