We understand the customer journey map: how your client “travels”

Customer journey map is the path of your company’s client, which begins when he gradually realizes the need for a product and ends … never ! After all, a customer can make a repeat purchase, can buy other goods or services, or even become your partner.

Why do we need to develop a detailed map of the client’s path?

When they talk about the need to create a customer journey map, for some reason the main goal is “improving efficiency”. Let’s be honest: the question is money. After all, the most valuable thing is understanding which interaction points and traffic sources show the maximum conversion and which do not lead potential buyers. Even with an equal budget, you can increase sales ad infinitum! By simply redistributing the finances of the advertising budget from an inefficient to an effective form of advertising. Ready to figure it out?

What everyone is silent about!

When developing a client’s path, there are two huge differences: whether the company is active or is only planning to enter the market. Why? Even if you collect the maximum information about competitors, the path of their customers, sales results, a similar situation for yourself you will not achieve! Here is the most important and important advice: make up the client’s path before starting a company and then renew it every 6 months (of course, if you want to save your money and make more profit).

Where can I find information?

Use the maximum number of tools for an objective picture:

  • Analysis of social networks;
  • Open research by marketing and rating agencies;
  • Analytics tools (for web products: Google Analytics, Yandex.Metrica, Roistat, Amplitude, for mobile products: CleverTap, Yandex AppMetrica, Adjust Flurry Analytics, Localytics, Branch.io)
  • Record phone calls, information from your company’s mailbox or saved chatbot data.

In an extreme case, when there is no data, model the situation and put yourself in the shoes of the client.

Know your client by sight!

Investigating the client’s path starts corny. Yes, it’s from the client. Only in an ideal world do all customers travel from point A (getting to know the product) to point (selling) along the same path. And different channels and points of interaction can show different performance depending on the consumer.

What should I do?

Segment the target audience. As a result of such work, you will receive portrait (s) of typical characters. How to do this, we have described in detail in the this article . Already from this information, you will build user paths when interacting with your business.

  1. Divide the audience into small groups:
  • by socio-demographic characteristics,
  • by geographic location,
  • for economic and psychological reasons.
  • at the decision-making stage: already want to buy or just collect information, etc.

The larger the division into groups, the clearer and more significant the result.

  1. For each group, use the tools for interacting and getting feedback from your client: questionnaires, polls, anonymous reviews, lead magnets, etc.
  2. Manage statistics. Analyze what percentage of the audience is most loyal or, conversely, dissatisfied with the product.

From these results, and dance when creating a portrait of a representative of the target audience.

Bonus from Pirogov Marketing: we are studying non-existent customers

For companies that are just entering the market, an ideal analysis using the 5W method (what, who, why, when, where): product, consumer, motivation, moment, Touchpoint. Who will buy, what goods, what needs he will satisfy, where exactly this customer will buy it, and through which channel. Using this tool, analyze competitors’ consumers and study market statistics.

“Well, when will you wait?” or Stages of customer interaction

Everything that is chaotic has patterns. Even the path of our unknown “beast” – the client, can be divided into stages. The ideal technique for this is AIDAL (attention, interest, desire, action, loyalty).

Standardly, stages are divided into the following:

  • Formation of the need for a product or service;
  • Search for a suitable product or service;
  • Collection of information about the product / service and sellers;
  • Indirect acquaintance with companies and the product;
  • First direct contact (contact);
  • Purchase / use;
  • Resale or service;
  • Recommendations / resales;
  • “Lawyer” of the brand.

For each of these steps, prescribe which channels of interaction exist at all and which ones you use.

Bonus from Pirogov Marketing: simplify, reduce!

Those companies that use CRM systems can build a more detailed map. To do this, look at the sales funnel and stages of the customer’s life cycle (statuses). If your managers send out personal commercial offers, attend private meetings with a client, hold presentations or seminars, these are also interaction points.

Channels of interaction with the client: “… you did not see me, but I saw you!”

You should immediately understand that it is advisable to identify channels for each individual audience. But at the initial stage, for new companies, you can also make up a common customer path.

Divide specific and non-specific channels

Specific channels are those that are used specifically for a certain category of customers. For example, VIPs are often invited to attend private presentations or test shows.

If your consumer category at the stage of final decision making turns to, say, a beauty salon, sees a corresponding advertisement in FB, Instagram, VKontakte, on banner advertising, is it worth to consider that only the last channel was the only one that led to the purchase? No!

If the client at a certain stage had interaction through several channels, then the conversion conversion from this stage is divided proportionally between the channels. Only after the A / B test, when the budget for certain channels will change, can we more accurately determine the effectiveness of each of the available ones!

Client paths or interaction scripts

This will require artistic skills … A joke. Use tools like uxpressia.com and realtimeboard.com.

Either trite build Excel tables where horizontally place stages and channels, and vertically – portraits of representatives of segments of target audiences and their behavior: actions, thoughts, feelings. Based on this, for each audience at each stage and for each point of interaction, you can prescribe motivation for action and demotivation (barriers), as well as pain – problems that are solved by making a decision right now.

As a result, you will get a pivot table that will show at what stage you have minimal contact with the audience (and, therefore, the interaction channel is inefficient and not worth the allocated budget ), and at what stage and with which tool you can best sell.

This is how we did this for the door retail company. On the example of one of the segments of the client’s target audience, women aged 25-35, married, have a child, are employed as middle managers with a regular income of $ 300 per month, in the process of overhauling their own apartment.

We understand the customer journey map: how your client "travels"

In our example, we added these accents to further improve advertising campaigns and the site.

We understand the customer journey map: how your client "travels"

Tip from Pirogov Marketing: use numbers!

If you have cross-cutting analytics data, at each stage for each channel you can register the percentage of “lost” customers and determine the conversion. This will allow you to further study the behavioral factors of the client. For example, from advertising in FB I went to the site, looked at the page about the company, and then went out. Contact was, but the customer is lost. So it’s worth updating the information on the site, or perhaps redesigning the site.

The following is a graphical example of a client path:

DO NOT build a client card if you DO NOT want to know:

  • What and through which specific communication channels to offer your audience.
  • At what stage really and why the client is lost.
  • What can be improved on your site, in the product, in an advertising campaign.
  • Where in your company processes are disordered and what the budget “burns through”.
  • What is your really effective marketing strategy.

Want to see the result, but are not ready to spend days or even weeks on building a customer journey map? Our company will competently analyze the behavioral scenarios of your consumers and provide even recommendations for improving your marketing strategy!

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