Understanding what your customers need is always a tough job. Some businesses may think that they have already figured out what their customers want, only to discover that new technology and trends are building up to affect their customers’ desires.
As a business owner, you know that to propel your business to success, you must clearly understand your customers’ journey. This will ensure that all your strategies align with one common goal: to bring in as many customers.
How to set up your business for success?
One great tool to have in ensuring your business success is the Client Journey Roadmap. According to studies, almost 70% of customers who shop online in 2021 leave their cart without proceeding with the purchase. Why do customers spend long hours browsing your website and adding to their cart only to leave without buying anything? This is most likely because you have no clear client journey roadmap for them to follow.
What is a Client Journey Roadmap?
A customer journey map is a valuable tool that all companies should consider using in order to better understand their customers. It is considered as the visual representation of the whole experience that the customer undergoes when they encounter a product or service. This maps out the customer’s potential reasons for driving or inhibiting their actions. By understanding the needs and concerns of potential customers, companies can improve customer experience, which leads to increased conversion rates and improved customer retention.
The customer journey is a specific and unique way for your customers to interact with you. From gaining awareness of the brand via social media or receiving an email after making successful transactions, there are usually many steps in between, which can vary depending on what those interactions look like physically (e-commerce vs. brick & mortar stores). This isn’t something you need to predict because this is very specific to each of your customers.
How to create a Client Journey Roadmap for success?
Set a definitive goal
Before you dive further into the map creation, ask yourself first the reason why you are even making one. What are your objectives, and where do you want this map to be headed? Who is this for, and what experience is this based on?
A buyer persona can help you establish a starting point in setting your objectives. Use this to create your ideal customer with all the details of what your average customer will look like. Establishing a buyer persona can help you eliminate noises in your effort and direct all your roadmap towards your ideal customer.
Having a clear persona is helpful in reminding you to direct every aspect of your customer journey map towards them.
Define the goals of each of your personas based on their profile
The next step is to conduct research to get valuable customer feedback. This can be done through questionnaires and user tests. However, it is important to take note that you should only reach out to your actual prospects and customers.
People who have a genuine interest in purchasing your products and services and who have interacted with your company or intend to do so should be the ones you reach out to get feedback.
Some questions to consider asking your potential customers are:
- How did you hear about us?
- What made you attracted to our website?
- What goals do you want to achieve with us?
- What problems do you want to solve with us?
- How do you typically spend browsing on a website?
- What made you decide to buy from us?
Highlight the personas of your target customers
By learning about the different customer personas that interact with your business. Remember: a journey map tracks an individual’s experience through it all; if we group too many people into this type of plan, then their experiences won’t accurately reflect what happened in reality for any given individual. This is because each has his own unique story and goals while using your service, which may be impacted by other factors.
If this is the first time you are creating your client journey roadmap, it is best to select from your most common customer persona and take note of the path they will typically go when interacting with your business.
Make a list of all the touchpoints
Touchpoints are those parts of your website and social media sites where your customers interact with your brand. It is important to list all of the touchpoints where you meet your customers so you can understand your customers’ actions. If they are using fewer touchpoints, this could mean that your customers are easily thrown away and leave your site early. If they use too many touchpoints than expected, this could mean that your website is too complicated to navigate.
Regardless of the case, understanding the touchpoints can help you identify the ease and friction within the objectives of your customer journeys.
When creating a client journey roadmap, consider the touchpoint below.
- Customer Emotions
- Customer Motivations
- Customer Actions
- Obstacles and Pain Points
Determine your current resources and those that you still need to add
Taking an inventory of your resources is crucial because your customer journey map will interact with every part of your business.
For instance, if you pinpoint some flaws within your customer service and find out the lack of tools to support your customer service team in following up with customer concerns. You can use the client journey roadmap to inform the management to obtain this tool to help the team manage the gaps in their process.
Take on the roadmap yourself
One of the most important parts of the process is to analyze the results. This is one of the key steps in determining that part of your roadmap is not working well for your customers. Understand what part of your client journey is not meeting your customers’ needs. Then, you can provide strategies for improvement to ensure that you provide a valuable experience to them.
Make the necessary adjustments
By analyzing your data, you’ll be able to understand what kind of website design is most appropriate for achieving goals. Based on this knowledge, you can make adjustments and create a site with more clarity about its purpose – like adding extra descriptions under each product or changing up how many call-to-action per page, so people know where they need to go next.
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The journey to understanding your customers doesn’t stop here. As technology changes and new trends emerge, you will need to continue assessing how they impact your customer base. What worked in the past may not work tomorrow, so it is important that you stay agile and open-minded when it comes to adapting your strategies.
It is important to always be learning about your customers. What are their needs? What affects their purchasing decisions? How can you reach them through the noise of the internet and other businesses?
Moku provides a complete program to help businesses like yours create an extensive Client Journey Roadmap to ensure that you are able to get more customers to the bottom of your funnel.