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The 5 Layers Of Great Customer Journey Mapping

by Simon Spyer on Nov 4, 2015 8:24:14 PM

Put The Customer Journey At The Heart Of Your Marketing Objectives

5 Dimensions Of Great Customer Journey Mapping

Customer journey mapping is an involved and painstaking process. Done correctly and the benefits are clear: a customer-centric view of experience, the role that your brand plays in a customer’s life and an understanding of the ‘moments of truth’.

But there is a risk that it becomes an academic exercise.

Once you have mapped the customer journey you need to understand it, cure the pains and measure the impact. These five layers will help you create a practical framework that sets your marketing and customer experience apart.

The following five themes should be layers beneath your customer journey map.   

If you haven't got a customer journey map, even a basic one, then read this post and get the basics in place before you start layering beneath it. 

Once this is in place then start adding these layers in the sequence that they are listed below.

1. Customers Needs

Always start with the customer.

At every stage in the customer journey you should consider 3 things to ensure that you are taking a customer-centric approach:

  • Customer Drivers - what your prospects or customers want and why and what the benefits are for the customer? 
  • Customer Barriers - are there specific pain points at key stages of the customer journey and how serious is the pain? Understanding pain severity will help you to identify your key moments of truth.
  • Your Value Proposition - how to you create benefit for your customers and do you relieve their pains or add to it. Be honest and think about the products, services and solutions that you offer and promote across the customer journey.
This should all be evidence-based. If there are gaps in your knowledge then capture and try to fill them at this stage; if it's going to take a while to get the answers then capture the requirements and plan them as a project while you progress with the next steps.

2. Marketing Objectives

So now you have a customer journey map complete with a sound understanding of your customers' needs.

The next step is to overlay your marketing objectives and goals.

Are you trying to acquire and convert new customer or to retain and reactivate lost ones?

Defining your objectives will help you to focus on the stages of the customer journey that are most important to meeting your objectives.

3. Contact Strategy

With your customer needs now defined and a focus on the stage of the customer journey that meets your m

arketing objectives you are in a position to start designing your contact strategy.

The 4 components of your contact strategy should be:

  • Contact Rules - the triggers and business rules that ensure you are communicating with the right customers at the the right time in their individual journeys and that you have governance in place
  • Channels - the communication channels that you will use and how you will select them and attribute response to them
  • Offers and Content that you will make available to specific customers or segments
  • A Business Case - to quantify the value that you expect your contact strategy to contribute to your customers and your business.

4. Performance

Performance measurement is sssential to monitoring your customer journey and the impact of your marketing.

Part of this is about measuring what matters and setting the right KPIs and targets.

But part of the other part is about testing and learning to ensure that you are always optimising your marketing performance.

5. Enablers

You now have an holistic framework that starts with the customer(s), their needs and journey and marries this with your marketing objectives, contact strategy and measurement.

Your focus should now be on execution.

Again, there are 4 components to this:

  • Data - how you will obtain, share, apply and maintain the data that you need to deliver your customer journey framework
  • People - the roles, responsibilities and ownership need to ensure that the framework is embedded in your business
  • Process - the roadmap you will manage to deliver the programme of activities needed to optimise the framework
  • Technology - specifying the reuqirements and selecting any technical solutions that you need
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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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