Understanding the customer’s behavior towards a product or a service is crucial for any business. Companies are able to make appropriate decisions by assessing the causes of user’s attraction and dissatisfaction. They can determine the reason behind the acquisition of one service and abandonment of another by careful development of user journey map.
The assumption-based traditional business models do little to assess the causes of customer’s association with the company. On-field surveys are the only choice for leaders of such models. Journey maps allow every department, apart from marketing, to play a role in customer relationship management.
A neatly-crafted customer journey map design enables a company to assess the customer demands and identify glitches in their system. The companies with an efficient map creation strategy can optimize their businesses to a significant degree.
Before going through the steps of shaping the map, it is essential to list down its significance.
Significance of User Journey Map
The map enables PR and marketing people to:
- Identify the flaws in communications. The product or service might be good enough, but the customer has varying levels of understanding. A deficit of communication may lead the customer to abandon the service.
- Enhance satisfaction of employees as well as customers. The employees in every department are able to increase the productivity since they have an unambiguous set of goals ahead.
- Reduce the costs substantially. Cost minimization follows the elimination of unnecessary expenditures which complicate the journey instead of simplifying it.
- Enhance productivity. The business executives can identify the areas for improvement by careful creation of maps. Research reveals a 52% increase on average in revenue by using the user journey map policy.
Steps to Create Customer Journey Map
Identifying and visualizing the customer journey involves a series of steps.
Developing the User Persona
A persona is an idealization of customer. The design, development and testing teams should know about the kind of customers. A system with remarkable efficiency may not perform well because it targets the wrong audience.
Knowing about the behavior and buying trends of customer enables the teams to identify shortcomings of the system as well as its excesses. Usually, the buyer persona of various kinds of targeted audience overlaps for similar sets of behaviors and motivations. The disparity in demography rarely impacts persona because each of the customers follows similar motivational sources.
The customers may not entirely correspond to the persona. There is a range of customers outside the circle of hypothetical customers. Nevertheless, each of these customers associates to the persona in one way or the other.
For instance, the motivation of on-demand user is to eliminate the traditional ways of performing usual activities. Likewise, a commuter requires cab service at one’s doorstep.
After crafting the buyer persona, the journey map developers need to make both quantitative and qualitative research. The quantitative or analytical research involves the collection, synthesis, and visualization of data from a wide range of sources. Website analytics and online surveys are two of the primary sources of analytical research.
However, the overwhelming statistics from website do not necessarily imply increasing customer interest. Many visitors spend considerable time on website because they are unable to find what they intend.
Surveys serve a decent cause of preventing the misinterpretation of data. The executives of a company may find the glitches and obstructions by considering the customer feedback.
Although many marketers are reluctant to use social media, yet the platforms provide insightful details about the buyer’s journey. Majority of the people are using social sites for at least an hour per day. They share honest feedback after using the service or product. However, some users from rivaling companies malign the reputation at social platforms by sharing on-purpose negative feedback.
This research involves interviewing customers. Although it is a traditional technique to find their opinion, yet it is essential for consolidation of data acquired from analytical research.
The reliability and validity of data are crucial. Data sources are unreliable when acquired from social media because they do not necessarily represent the customer response. Besides, the currency of data is essential as well because old datasets may not imply the choices of recent customers.
Many companies seek services of PR agents who speak to customers. However, the diversity of customers varies inversely to the precision of buyer’s journey. If the buyers belong to various age groups, genders and origins, the buyer persona will be less specific. Hence, the map crafting team will have to spend additional costs to research every kind of potential customers.
Mapping the Journey
After in-depth research, the marketers need to plan the journey. This mapping involves visualization of journey followed by customer-centric marketing. Following principles can be applied to satisfy the attract-engage-delight cycle:
- Mapping the journey to buyer persona and finding the gaps.
- Finding the hurdles which keep users from seeing the significance of service.
- Determining the cause of customer dissatisfaction by identifying the points which are causing them to abandon using service.
- Personalization of advertisement and other marketing campaigns to cover entire demography.
- Redefining the customer engagement over chat and social media.
- Customizing the user experience to tailor as per their needs.
At the conclusion of these steps, the user journey map creator will be able to visualize the map by linking the user experience with buyer persona. Mostly, the result makes a line graph formation where positive and negative experiences are mapped above and below the line respectively.
It is unwise to assume customer’s behavior towards a product without making an insightful analysis. Crafting a user journey map is a vital approach to determine the pains and pleasures of a customer while dealing with a product. The companies can reshape their business infrastructure by identifying and correcting the shortcomings. Besides, they can promote activities which cause user satisfaction.
Are you struggling to reduce the costs, enhance sales, or attract or satisfy the customers? MobInspire can assist you in identification of missing links. To optimize your business, contact us today.