What is the customer journey? Which path leads to a purchase?

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The customer journey is the path from exposure to the product until the customer buys and uses the product.

In some cases, it is left incomplete and ends up leaving it in carts without taking the final step - checkout for the product.

By mapping, you can implement marketing measures to optimize customer touchpoints and improve results.

Here, Chiasenow will explain the concept and necessity of the customer journey.

What is the customer journey?

A customer journey is a journey that compares a series of experiences a customer goes through from the time they learn about a product or service to the time they actually buy or use that product.

With the intention of buying or using the product and the time they throw it away after use. The value of consumers is increasingly diversified.

If you look closely, there are many customer touch points, such as summaries and information comparing different products.

In such cases, the customer experience is double tracked, from product and service recognition to purchase/consumption and information sharing among consumers.

In such an environment, in order to turn prospective customers into full-fledged customers and them to become fans of the company (product/service), it is important to manage the customer experience throughout the journey that the customer takes. Follow-up is indispensable.

To effectively manage the customer experience and implement the right marketing measures, it is helpful to create a customer journey map that displays and captures the customer journey as if it were one Journey on a map with a specific route drawn.

Below, Chiasenow summarizes why customer journey maps are important, the benefits that come from creating them, and introduces practical methods for creating and using them.

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Why you need a customer journey map

With the development of means such as social networks, comparison sites and sharing sites. The consumer reviews and reputations of the product/service and the company itself are instantly and widely spread.

Companies that face extremely high reputational risk (rumor risk) emphasize customer experience at every touchpoint, not just in short-term operations like sales, but for the sole purpose of maintaining maintain and enhance their brand value.

It can be said that we had no choice but to do it well. On the other hand, consumers making decisions through searching and comparing different products and services are becoming more popular.

This complicates the behavioral process leading to the purchase and use of products and services, as well as the content and context of product and service contact information, more complex due to the diversification of products and services. consumer value.

In such an environment, to organize the type of process that each customer will follow, including customer perceptions and emotions, and manage it accordingly, the customer journey is devised. on the map is important.

Even for the same product/service, the customer journey will vary depending on the customers attributes and the environment the customer is in (purchasing/using purpose and context).

Therefore, it is difficult to properly manage many customer journeys without clearly visualizing and managing customer attributes and environments.

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6 steps to building a customer journey

1. Completing the customer profile (persona)

A persona is a hypothetical model representing the ideal customer of a business.

Persona helps businesses understand thoroughly the behavior, needs, preferences and personalities of customers, thereby shaping strategies for many activities of the business, from product development, marketing, sales to customer care. client.

To collect valuable information to build customer portraits, the best way is to use customer research methods - through surveys, interviews. Here are a few data collection notes to keep in mind when building a persona:

  • Through the customer database, it is necessary to grasp how and why they approach the business.
  • When creating a form for customers to fill out, pay attention to put some information needed to build the persona. Example: If the persona needs income information, the income question should be included in the questionnaire.
  • Use a variety of methods to collect customer information, through surveys, phone calls or face-to-face interviews. Find out what they like about your product/service.

A basic complete persona needs the following headings:

  • General information: Occupation, location, family (how many people, married).
  • Anthropological information: Gender, age group, median income, geographic location (urban or rural).
  • Personality - behavior: (What kind of person is, where do you often receive / look up information from).
  • Goals: (Personal goals in the long term and short term).
  • Problems encountered with the product / problems encountered in life.
  • Suggest what the product needs to improve / Want solutions to overcome problems in life.[4]

2. Outline the key stages of the Customer experience process

From the information collected, identify specific, sequential steps that customers can take when interacting with the business. However, depending on the customers point of view and needs, these steps may vary. Thats why businesses need to create diversity in sketching and building customer experience maps.

3. Identify customer touchpoints (touchpoints)

Touchpoint or customer touchpoint refers to any time a customer comes into contact with a business brand - before, during or after they purchase something from the business.

These interactions take place in many places (both online and offline, through direct marketing or over the phone) and at different times.

The touchpoints can be in stores, online searches, phone calls, website visits, help desks, email campaigns, live chat services, conferences, product demonstrations or Sales calls…

Because there are so many different ways for customers to experience your brand, the idea of ​​finding all the potential touchpoints can seem daunting at first.

And a common method used by many people in identifying customer touchpoints is to put yourself in the shoes of the customer and walk through their journey yourself. Ask yourself the following:

  • Where am I going (and how to get there)
  • I have a [problem that your product/company solves]?
  • Can I discover my problem-solving product or job?
  • Do I make a purchase decision?
  • Will I see the business again after the purchase?

This should reveal all the touchpoints quite clearly.

Another way to accomplish this task is to ask customers directly about their experience with your brand - or include the above questions in a survey.

4. Measure customer emotions at each stage and determine the customer’s pain point (Paint point)

Every action a customer takes is driven by emotions, and the customers emotions will also change depending on the stage of the journey.

Customer emotions can impact customer loyalty, order value, and whether your customers are spreading the word good or bad about your business.

Customer journey map should build specific customers emotions such as happy, satisfied, satisfied, bored, disappointed, impressed, … based on desire, user experience (User Experience) true.

Therefore, there will be negative emotions appearing, but this helps businesses when discovering problems that need to be improved through emotional interaction from customers.

Negative emotions come from pain points - specific problems the client has. The four main groups of pain points:

Financial Pain Point 

Your potential customers are paying too much for their current provider/solution/service and they want to reduce that spending. For example: A girlfriend is spending about 1 million/month for skincare products, and now she wants to reduce it to 700k/month but still wants good product quality.

Productivity Pain Point 

Your potential customers are spending too much time with their current provider/solution/service and they want to save time and use it more wisely. Example: A family is using a blender for 3 minutes to produce a finished product, but they want to use another blender in less than 1 minute to be able to puree food.

Process Pain Points 

Your potential customers are finding your business process very complicated and confusing. Or maybe they find it troublesome to use an e-commerce site to make purchases, and they want an easier solution. Example: User wants an e-commerce site that is easy to login, checkout, fill in information and select products in a few clicks.

Support Pain Points 

Your customers do not receive support in consultation and purchase. For example: Your customer is not supported to pay by card, or not supported to ship the product home, warranty …

5. Proposal to improve and fix barriers

Looking at it from a micro perspective, here are some questions businesses can ask themselves: What needs to be fixed or built? Is it necessary to break everything and start from scratch? Or are a few simple changes all it takes for a big impact?

For example, if customers frequently complain about how complicated the business registration process is, it may be time to revamp and make things easier.

After identifying the barriers that create customer pain points, businesses need to look at the big picture from a macro perspective.

Realize that the end goal is not to optimize every step or touchpoint just for the sake of optimizing it, but so that you can push your customers down the funnel and bring them one step closer to conversion.

Every tweak in each customer touchpoint should contribute to the overall goals of the business.

6. Update and improve

Your business customer journey map should not leave dust on the shelf once completed.

Because your customers are constantly changing and evolving, so will customer journey mapping. Consider it a living document that will continue to grow and develop.

Regularly check, update and improve the customer journey map. In addition, the customer journey map should also be adjusted accordingly whenever the business introduces significant changes to the product/service.

Review and update the map regularly, especially if the business makes any significant changes - like adding or removing a touchpoint.

Map tracking helps businesses control customer satisfaction and ensure the highest standard of service quality.

Benefits of researching the customer journey

To do business effectively in the modern environment, thinking about the customer journey is essential, but what are the specific benefits? Here, we have identified the benefits obtained.

1. You can re-confirm your company’s products and services from the customer’s point of view.

Even as we recognize the importance of the customer point of view, we tend to think of things from the sellers point of view in our day-to-day business.

Creating a customer journey map requires research into customer behavior and perception. In addition, identifying customer behavior and psychology to build an accurate customer journey, we must take the customers perspective.

In this way, the process of creating a customer journey map, including purchase consideration, purchase/use, and ultimately rejection, points for improvement from the customers point of view and directions of the customer. They are like directions on a map.

You can expect to receive a variety of information, including those that will lead to a review of products and services.

2. Smooth awareness sharing and policy formulation

When considering the customer journey, it is necessary to reconcile perceptions through discussions with the various parties involved in the product and the customer, such as product development, advertising/promotion, sales and counselor.

In addition, the results of a deeper understanding of the customer through these discussions will be visualized as a map, allowing awareness sharing among stakeholders inside and outside the company.

Forming a common understanding in this way also helps facilitate mutual understanding and information exchange among stakeholders, so the development of measures is likely to go more smoothly.

3. Clarifying KPIs in Marketing measures

The intent of the marketing measures considered is based on a well-defined customer journey map, such as what stage of the customer funnel is the customer problem at.

For example, when expanding product and service awareness and gaining interest (which corresponds to attracting and guiding customers from a business perspective), ad impressions can be a KPI. important and customers are looking for solutions to specific needs (same as above).

For the training phase), well look at measures based on e-mail newsletter open rates and webinar views as KPIs.

This way, planning marketing measures based on the customer journey map will naturally lead to the setting of KPIs. Needless to say, clearly defining KPIs from the customers point of view in business operations is very effective.

On the other hand, a customer journey map is a collection of hypotheses about customer behavior, so the measured KPIs are important information for refining the map.

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4. Enhance brand value

The Customer Journey Map is a tool for designing all the customer experiences that lead to your products and services from the customers point of view.

By designing the customer experience with a customer journey map, optimizing customer touchpoints leads to improved quality of the customer experience.

It can be expected that such efforts will lead to an increase in the value of the company or its own brand . As you can see, there are many benefits to thinking about the customer journey.

The Customer Journey Map is an important tool that can be the compass for all your marketing efforts. Why not take this opportunity to define the path to customer acquisition and use and map the customer journey?

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