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A Complete Guide To Customer Journey Mapping

by Simon Spyer on Apr 11, 2016 8:30:00 AM

Equip Yourself With The Tools To Deliver Remarkable Customer Experience

The Complete Guide To Customer Journey Mapping

​Customer journey mapping should be the backbone of your CRM process but for many marketers it can feel a bit nebulous and it's difficult to know where to start.

​A new guide cuts through the jargon and will provide you with a complete view of what a customer journey is, how you can map it and why we think it's such an important thing to get right.

What's A Customer Journey?

​A customer journey is the path that consumers take to becoming a customer and (hopefully) becoming a regular, recurring customer for your business.

​Customer Journey Mapping is:

the important process for understanding consumers and their attitudes, needs and pains across their interaction or potential interaction with your business.

​In today's hyper-connected world it is very likely that consumers will become your customers through a multitude of touch-points, both online and offline, and may well churn or go through periods of inactivity during their relationship with you.

Customer journey mapping is the process of documenting this: capturing the journey as it is now and specifying how you want it to look in the future.

It provides the basis for understanding your customers, their needs and expectations and then specifying the marketing activities that you want to undertake and the processes and resources that you need to make them happen.

Why Is It So Important?

There has been an explosion of consumer touch-points across their lifecycle with your brand.

From someone researching potential solutions to a given problem to a customer purchasing a new product, there are a plethora of touch-points - some of which you will have control over (for example, the messages and navigation on your website) and others that you will have no control over (such as review sites, blogs and competitor promotions).

And even for the touch-points that your brand can control, some may well not be within your direct control.

​Having a robust map of the customer journey therefore supports your ability to close the loop on your marketing, by helping you:

  • To set your marketing objectives through identifying where most value is being gained or lost and setting your strategy and business case accordingly;
  • To maximise the lifetime value of a customer by only investing in acquisition channels that recruit customers who could become 'good' and mitigating the risk of customers lapsing;
  • To get buy-in from the wider business to support and deliver better customer experience;
  • To set the marketing KPIs that will give you direction on whether your marketing is working.

Where To Start?

The most important thing is to recognise that you need to map your customer journey.

​Then it's a case of breaking things down so that you can keep them manageable and make a start.

Our guide will provide you with a practical approach and guide you through each step of the process. Download it for free now.

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This post was written by Simon Spyer

Co-founder & Insight Partner at Conduit, professional insight-monger, dad, lover of all sport and Spurs.

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