Since customers are your business’s number one point of income and growth, it is important to make sure that their experience with your brand is top-notch. One way to achieve that is to start the process of customer journey mapping. A process that allows you to step into the customer’s shoes in order to witness their user experience, all with the end goal of making it better.
Once you go down this path, you will be able to acquire an easily comprehensive map of your customer’s journey, their sentiments, how much their needs are actually fulfilled, and, in time, turn form potential to a loyal customer. Customer journey mapping answers quite a lot of questions and comes with plenty of benefits for your brand. Including:
It Helps You Identify Issues and Address Them
As implied above, these journey maps allow you and your brand to step into the role of a customer. This opportunity will show you any issues your brand may have in the user experience area. Once you can identify the problem, it is much easier to solve it and find a way to improve your customer’s needs. There are many examples of how this is helpful.
For one, the IVR menus may not route the customer to the most appropriate page, or your customers might experience slow response times on your web-page or your social media accounts. You would not be in a position to know and understand this if you don’t use customer journey mapping as a tool.
It Helps Understand Customers Better
Many studies have shown that positive customer experience leads to more profits and faster brand growth. If a customer is satisfied with his/her journey through your page – positive referrals are inevitable, and with that, you will build a trustworthy brand and loyal customer base.
More often than not, brands are convinced that what they offer is the best out there. This can be true about the products or services, but it is not always true about the user experience. And, quite often, customers and brand managers are not on the same page regarding great user experience. That is why understanding your potential customer, their feelings and behaviors is what will make you stand out from the crowd. It’s what customer journey mapping does.
It Helps Improve Your Content Marketing Strategy
One of the biggest challenges in today’s digital marketing world is creating well-targeted content, which is also relevant and properly optimized. Well, customer journey mapping, as a marketing campaign strategy, will help you find the flaws in this important area, fix them, and ultimately lead to a great success rate of your content marketing.
The journey of the customer is rarely linear and often personal. However, there are a few key points that almost everyone goes through when shopping – consideration of the brand, quality evaluation, the moment when the sale occurs, and the post-purchase behavior of the customer. When customer journey mapping, you should map out all the positive and best sides of your content and whole page offers, and also all the negative experiences and possible flaws.
After you know and understand what can be improved, you can use your content to address some of the problems, inspire potential customers, and make the journey for your buyers more pleasant. A journey worth coming back for. In order to provide the most relevant and personalized content material, you should make a detailed map. A map which includes behaviors (present and future), demographics, desires, what motivates the customer and their values too. Everything counts.
It Helps Predict Customer Behavior
Besides targeting and trying to retain customers, your company’s marketer should also focus on trying to predict customer behavior as precisely as they can. After they have an image of what the customers need, want, desire, and value – they need to try and influence that behavior and attract them all towards your brand.
Adverts, emails, landing pages, and content should all work with one primary mission – persuade the visitors on your page to act accordingly, all the while preparing for their next click. Again, this is an area that can flourish better if your company relies on customer journey mapping.
Once the visitor is on your page, you should provide a visual and data-centered presentation of what your brand offers, and try to keep up with what your customer wants and needs. What keeps their attention. Positive user experience will bring the customer back, and after that, your first-time customer will become a long-term visitor and loyal buyer. Ultimately, you influence behavior, and that, in turn, will optimize conversion rates.
To Put It Briefly
Customer journey mapping is a marketing tool that helps your brand in more than one way. Simply put, you will feel what your customers think; you will understand up close and personal what they need, want, and do while they are on your page. All this will use this insight to find issues and create opportunities for improvements. When all this is done properly, your company will end up with satisfied and loyal customers and more opportunities for improvement in different business areas.
Author Bio: Hannah Derby is a digital marketer who is enthusiastic about trying out the newest trends and innovations in the digital marketing industry and helping businesses advance. She is also using her knowledge and expertise gained from a JTF Marketing training that raised her interest in the marketing automation industry.