{"id":45438,"date":"2020-10-14T20:35:37","date_gmt":"2020-10-14T13:35:37","guid":{"rendered":"https:\/\/act.com\/customer-journey-mapping-process\/"},"modified":"2023-03-21T10:50:22","modified_gmt":"2023-03-21T17:50:22","slug":"customer-journey-mapping-process","status":"publish","type":"post","link":"https:\/\/products.act.com\/en-gb\/customer-journey-mapping-process\/","title":{"rendered":"How to Create a Customer Journey Map"},"content":{"rendered":"

We have covered the powerful process of customer journey mapping in a series of articles which include details on\u00a0what a customer journey map is<\/a>, some different types of customer journey maps, and examples of effective customer journey maps. This article will cover how to create a customer journey map.<\/p>\n

In brief, a customer journey map is a mindfully created diagram that documents the mental and emotional processes your customers go through when interacting with your business. It is a way of capturing your customers\u2019 experiences from start to finish, enabling prediction of future behaviours and outcomes. An effective customer journey map is a tool that helps company employees to align with the business mission and goals. It encapsulates customers\u2019 motivations and expectations so that you are best positioned to meet their requirements and improve their overall experience of your brand.<\/p>\n

It is worth noting that\u00a0customer experience<\/a>\u00a0is one of the major factors in business growth now. This idea is backed by\u00a0The\u00a0Temkin Group<\/a>, which\u00a0found that companies earning $1 billion per year can expect to earn another $700\u00a0million (on average) within three years of investing in customer experience. Take it also from digital analyst Brian Solis, who said in his book\u00a0X:\u00a0The Experience When Business Meets Design:\u00a0<\/em>\u201cExperiences are more important than products now. In fact, experiences are products.\u201d<\/p>\n

If you are wondering how to map customer journeys, check out our detailed pointers below:<\/p>\n

A precursor to customer journey mapping<\/h2>\n

The right mindset must be cultivated and used in combination with collected data. These two factors will become the foundations of your customer journey map. Remember that a customer journey map is simply a guide; one that highlights the best possible courses of action.<\/p>\n

Action is equally important, and your map will be the catalyst for refined and considered actions that take your business to the next level. The more you tailor actions to improve the experiences of your various customer demographics, the better.<\/p>\n

Most successful businesses are already accustomed to data collection for marketing purposes. Yet although necessary, data is only one part of the equation. It must be analysed and translated into a concise story, and that story is your map.<\/p>\n

How to create a customer journey map<\/h2>\n

1. Set clear objectives and profile your personas<\/h4>\n

Firstly, decide on your reasons for creating a customer journey map. What goals do you plan to realise through it? Which business processes will it relate to, who will benefit from it and how? Once you have decided on specific and measurable objectives, you will use them to profile personas.<\/p>\n

It helps to create buyer personas<\/a>\u00a0so that you have a picture of whom you\u2019re dealing with, characterised in a \u2018typical\u2019 buyer profile. To achieve this, you may study metrics, communications, patterns, marketing campaign results, survey results, and whatever else gives insight into customers\u2019 current behaviours and expectations.<\/p>\n

These kinds of questions should help you profile your customers and define their expectations and goals:<\/p>\n