Customer Journey Map: What It Is & How to Build One

Customer Experience (Customer Experience) is one of the most important things in doing business in the digital age, whether you own an online store. or business owners who are adjusting to be more modern by doing Digital Transformation.

Customer Journey Customer Journey Customer Journey Map

What is Customer Journey?

Customer journey (Stage)

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How important is Customer Journey? What are its benefits?

Nowadays, online marketing or Digital Marketing has played a more important role in the marketing world. Due to quick and convenient access to technology and trends in technological development The “Universe”, also known as the Metaverse, makes most of our daily transactions happen online.

And with new technologies, applications, and platforms emerging all the time. The more activities that the target group will do. There is a lot of diversity and complexity. For example, Collect information from more sources There are more payment options, etc. Doing business in this era must ensure that Brands can create satisfaction throughout the customer journey. Since they are still the target group Until you become a customer

For the reasons above, understanding the Customer Journey is necessary because it helps us ensure that customers will have an impressive experience in every journey from start to finish.

How many steps does the Customer Journey have?

Customer Journey theory explains that people will change from target groups to customers. They must go through a 5-step process:

1. Awareness

The first step is that the target group becomes aware of the existence of the brand (Awareness) and begins to know the company. Product information, stories (Storytelling) that the brand intends to present, and more.

“” Email Marketing (word of mouth)

2. Consideration

Refers to the period after customers become aware of the existence of a brand and become interested. Therefore, we began to get to know the brand more deeply to consider whether to support it or not.

At this stage, the marketing activities of the target audience usually involve finding and collecting information. Compare with competing brands, such as reading reviews, searching for product information through Google. Contact us to ask for more details. to participating in marketing activities such as online seminars Live on various platforms, etc.

3. Purchasing products

Refers to the stage at which customers can decide whether to consume our products or services. From creating an account or filling in information to trade Payment through various channels It is considered to be an important time as well as the consideration period.

Because if there is a hiccup or disruption during trading, such as the payment system crashing received more hassle than necessary or received poor service from a salesperson This may cause customers to abandon their purchase intentions. Or, in the worst case scenario, you will change your mind and support a competitor’s product or service instead.

4. Reuse (Retention)

It is the period when customers are satisfied with the quality of the product. This impression will result in customers coming back to buy again. Until becoming a regular customer of the business

In addition to quality Another important factor that makes customers buy again is After sales experience Whether it is a transportation service Services from various employees that interact directly with customers Including the ability to access after-sales service through the help center, product warranties to follow-up emails about satisfaction Impressions from this phase will attract customers to come back and increase the chances of progressing to the next phase.

5. Word of mouth (Advocacy)

is the distance that customers who use the product continuously They have shared their impressions and good experiences gained from using the product to family and acquaintances. As a result, those who have been told Interest in the product and eventually become new customers

which is viral marketing It is one of the most powerful marketing methods. The results of the research say that Consumers will trust product information that comes from word of mouth from people they know. More than the information the brand tells itself. or from any advertising media. Therefore, if a business can create a good experience for customers until word of mouth spreads widely, the result is that in addition to maintaining the old customer base, It also increases the chance of getting new customers in the future.

All of the above are the basic theories of the Customer Journey. Next, let’s look at applying the theories. In order to think of procedures that solve problems and create satisfaction for customers.

What is a Customer Journey Map?

Customer Journey Map Customer Journey journey map

• Phrase :
• Action :
• Touchpoint :
• Pain Points :
• Solutions :

It can be seen that the Customer Journey Map is a diagram that summarizes Which media and company departments interact with customers? So that executives can improve quality in related areas. To create a good experience to the customer itself

Example of creating a Customer Journey Map to reach customers

Customer Journey Map journey map 7

1. Define customers and target groups

The first step in creating a Customer Journey Map is to determine the following 2 issues:

This example defines the situation as Marketers want to create a Customer Journey Map for target groups interested in studying online marketing courses. Therefore, we start by defining “customers” and “goals” as follows:

2. Find information about the target group.

Customer Persona ()

Behaviors and thoughts, such as what their interests are Do you have a problem or need any kind of facilities? What do customers value? How much? And most importantly, what is the nature of our model customers using online media?

By creating a good Customer Persona, we should include actual information about the target group. It’s not what the marketers predicted. In order to know the real situation that is happening, the best way is to ask directly to the target group. There are many ways to inquire, such as talking, doing questionnaires, making posts, and more.

3. Set the sequence of steps.

Next, create the topic “Phase” and specify the steps in which the target audience will convert into customers. According to the Customer Journey theory, there are 5 steps as follows.

• Awareness
• Consideration
• Purchasing products
• Reuse (Retention)
• Word of mouth (Advocacy)

4. Write down the behavior of the target group.

Then, write down what the target audience will do (Action) at each step. To be able to see a picture of the behavior and things that the target group does or sees. What are they?

5. Write Touchpoint

Touchpoints are the media, agencies, or personnel of the company. that interacts with the target group

In this step, let’s map Touchpoints to Actions in each step. We will know that Which agencies are involved in each step? In order to improve quality or measure results correctly.

6. Identify Pain Points

Next, write down problems, inconveniences, and difficulties. that the target group receives in each step

The principle of writing a problem is It must be written from the perspective and real problems that the target audience is experiencing. It is not written from the brand’s own expectations. This problem information comes from Customer Personas. Therefore, the more Customer Personas we have that reflect the real situation of the target group, the better. The more you increase the chance of achieving the goal of solving the problem.

7. Think of ideas to solve problems.

Once we know the problems of the target group The last step is Thinking of ideas to solve problems

One of the best ways to come up with ideas is by brainstorming with a group of people who should be invited to come together to come up with ideas, that is, touchpoints that are directly related to customers. Because they know the real situation. Know the limitations or obstacles in interacting with customers. This on-site information is very helpful. Because it helps to know the cause of the problem. Makes it possible to fix it directly and efficiently.

Summary of the importance of Customer Journey and Customer Journey Map

In a world full of diversity and increasing consumer influence, Doing business with the customer at the center or Customer Centric has received continuous better response. For this reason, it is necessary to have a customer-centric marketing planning or strategy tool as well.

The right tools to adapt for brand survival are Customer Journey and Customer Journey Map that help you understand customer needs. to problems that disrupt the customer experience It also allows us to see the overall picture of the business. Cut out unnecessary things and add things that meet customer needs.

We have already gotten to know the meaning and importance of Customer Journey and how to create a Customer Journey Map. But some people may still be wondering how to find information to create a Customer Journey Map that is reliable and confident that it reaches the real customer experience. We would like to introduce you to Customer Insight that will help you understand your customers better with actionable data.