To better understand what the customer journey is, learn about its stages in detail and the appropriate approaches, simply continue reading, which will cover the following topics:
The customer journey helps organizations identify which stage of the purchasing process the consumer is in, thus creating assertive actions and approaches so they congo email address can move on to the next stage.
Each phase has different strategies, however, in all of them it is essential to create ties with the consumer, not only so that they make the purchase, but so that they become a loyal customer.
What is the importance of understanding the customer journey for companies?
Studying and analyzing each stage of the customer journey is vital to understanding the problems and doubts that prevent the customer from moving to the next stage.
Understanding each step is essential for a company to be able to predict customer behavior, and thus base its actions, review them, adapt them, and, if necessary, modify them.
For the process to be successful, it is important to map the entire customer journey.
What is customer journey mapping?
Customer journey mapping is a visual representation of the consumer’s journey. Through it, it is possible to better understand the motivations and friction points throughout the experience at each stage.
It helps to understand thoughts, perceptions and feelings according to each point of interaction, therefore, it is a powerful tool for a company that wants to have more aligned attitudes and with more timing in each of its phases.
The visual representation of this map can be created using an Excel spreadsheet. However, there are also software programs that are very effective and have excellent tools for designing the customer journey.
How to make an effective mapping?
Defining your persona
By defining your ideal customer based on real data, it is possible to develop clearer communication strategies and predict the actions of potential customers based on the interaction of each channel.
Set the channels
Studying a persona reveals one important piece of information: their favorite channel. A good example of a customer journey map reveals how the potential customer is informed, what their favorite interaction app is, and whether they communicate more via email, phone, or chat.
A company that does not focus on this issue can waste time and money. This is because when you work on communication channels that do not make sense for your audience, the content and the message transmitted will not be received by the consumer, making it impossible to take the next step in their journey.
Determine discovery actions and those that reveal signs of loyalty
What will lead your persona to take their first action? A starting point that represents an example of the initial customer journey is searching for posts on the Internet that can solve a problem or need.
That's where content marketing comes in, a way to win over your potential client through relevant articles that will make them feel confident in your company through an educational process and, thus, take the next step in the sales funnel.
It's also important to determine an action that closes the customer journey, such as referring a friend, choosing an upsell, or signing up for a plan.
This strategy is essential to foster the loyalty process . Some pertinent recommendations at this point are: sending satisfaction surveys to discover any gaps within the purchasing process, offering first-hand evidence and promoting referral discounts.
