How to Create a Customer Journey Map | Lucidchart
A customer journey map is a visual representation of a customer’s interaction with your brand; these visuals tell a story about how a customer moves through each phase of interaction, including touchpoints and moments of truth, as well as potential customer feelings.
The benefits of customer journey mapping
According to the Aberdeen Group, marketing campaigns result in an average YOY increase of 24.9% in incremental revenue and a 21.2% reduction in service costs. When done correctly, customer journey mapping can put your company on a whole new path of success.
How to create a customer journey map
Choose one customer persona and one customer scenario to research and visualize; if you’re not sure what your personas or scenarios are, use Lucidchart’s affinity diagram to help you figure it out. Although you can target multiple personas, only one persona per customer should be used at a time.
1. Set goals
Gather the key stakeholders within your company and identify existing customers and future buyers so you can set goals specifically for them. Cross-functional teamwork is essential to setting a logical and attainable goal.
2. Conduct persona research
Gather as much information as possible about the persona on which your customer journey map is based by scouring customer support and complaint logs, pulling clips from recorded call center conversations, and monitoring discussions about your company on social media.
4. Map the current state
There is no “correct” way to format your customer journey map, but include the touchpoints, actions, channels, and assigned ownership of a touchpoint for each phase along the journey timeline. Mapping your current state will also help you start to identify gaps or red flags.
5. Map future states
Use Lucidchart to map the current state of your customer journey (CX) and compare it to the ideal, future state. Share your findings with the rest of the company to keep everyone informed about the areas that need to be improved. There’s a clear roadmap for expected change and how your team can help.
Customer journey map templates
It can be difficult to know where to begin when it comes to organizing customer journey data in a digestible, visually appealing manner. Lucidchart’s customer journey mapping examples can help you get started and give you some ideas for what to include and where to include it. Get started for free.
How do you create a customer journey map?
What Is a Customer Journey Map and How Do I Make One?
- Set clear map objectives.
- Profile your personas and define their goals.
- Highlight your target customer personas.
- List all the touchpoints.
- Identify the elements you want your map to show.
What are the 7 steps to create a customer journey map?
In 7 Easy Steps, Create A Customer Journey Map
- Step 1: Determine your goals.
- Step 2: Develop buyer personas.
- Step 3: Determine motivations and pain points.
- Step 4: Create a buyer’s journey map.
- Step 5: Maximize your touchpoints.
- Step 6: Identify your Moments of Truth.
- Step 7: Revise.
What is a touchpoint in customer journey map?
The act of outlining each interaction a customer may have with your brand is known as touchpoint mapping, and it involves looking at each step of the buyer’s journey and identifying the points where customers come into contact with or experience your brand.
What are the four pillars to create a customer journey?
We recommend addressing your preparations in four main areas before you start mapping your journey: audience, data, content, and channel, which we go over in this unit. These pillars support your overall goal; address each of these areas before you start mapping your journey.
How do you create a great customer journey?
How to Make an In-Depth Customer Journey Map
- Understanding who your customers are is the first step in creating a journey map.
- Understand your buyer’s goals.
- Map out buyer touchpoints.
- Identify customer pain points.
- Prioritize and Fix Roadblocks.
- Update and Improve.
What are the steps in the customer journey?
Define the steps. Create a sequence of major steps the customer takes from awareness to post-purchase. The steps are more finely grained segments to describe the sequences through the journey.
How do you measure customer journey?
4 Customer Journey Measurement Tests
- Customer surveys are the most common way to measure the customer journey because they provide unique insight into awareness.
- Digital Shop Alongs.
- Customer Usage Data.
- Customer Interviews.
What are the five customer touch points?
Consumers move through the five stages that lead to them choosing your brand and becoming a loyal customer because each touchpoint along the way compels them to do so: awareness, consideration, decision, action, and loyalty (retention and advocacy).
What is a journey touchpoint?
Touchpoints are the key to understanding your customer’s journey; they are the points where customers interact with you, and mapping your customer journey across multiple channels and connecting them helps you better understand customers and their needs.
Is Digital is not touch point for a customer but it’s a journey?
To begin, let’s define digital touchpoints: a touchpoint is any point of interaction with a customer at any stage of their journey, whereas a digital touchpoint is online interaction across multiple devices (smart phones, tablets, laptops) and channels (social media, apps, websites).
What are the 4 pillars of customer experience management?
Customer experience management is built on four pillars.
- Customer profile data. To be successful at CXM, all data must be in one place and accessible in real time.
- Intelligence programs. Intelligence programs are critical for understanding your customers’ needs and how you compare to competitors.
What is meant by customer journey?
The customer journey is the complete sum of experiences that customers have when interacting with your company and brand; rather than focusing on just one aspect of a transaction or experience, the customer journey documents the entire experience of being a customer.
What is a customer lifecycle journey?
The customer journey, on the other hand, is derived from the customer’s actions and interactions with the brand, or how your brand and products fit into the customer’s life. Customer lifecycle maps are created by marketing and sales teams to show the ideal path for customers to interact with the brand.