Emily Clarke

What to Include in a Customer Journey Map

When your customers visit your site, they begin a journey. Just like any journey, your customers' journey can have twists and turns, sidetracked adventures, moments of doubt, and more. The key here is to get the customer to end their journey with the competition of a transaction.

While this sounds easy, the reality is that it's often challenging. In fact, if you've ever taken a hard look at your conversion and bounce rates, you might notice visitors begin a journey on your site, but for some reason, some never see things through to completion. To remedy this, consider utilizing a customer engagement journey guide.

How Does a Guide Help?

A customer engagement journey guide can provide you and your company with unique insights into the customer experience by highlighting pain points, decision points, and other moments along the customer journey experience. This guide then allows you and your team to see where adjustments can be made to engagement strategies to reduce the potential for things like abandoned carts while at the same time improving conversions.

Your guide will also require a framework to be established based on the specifics of your business and your customers. Perhaps there is a certain aspect of your product or service that is more likely to give a potential customer a moment of pause.

This can be something like introducing price when you offer a premium product. Being able to see where changes to a journey are taking place using your guide as a starting point can help your company to position these moments in such a way as to lessen a negative impact and bring about a positive decision.

The Journey Doesn't Have to End

Finalizing a sale ends the customer's journey in the moment, but keep in mind that it's often a good idea to encourage further journeys. This can be done through follow-up marketing efforts that can include newsletters, surveys about a customer's experience with a product, and more. If you properly follow a customer after the sale, you stand the chance of being the final stop on many more purchasing journeys in the future.

Author Resource:-

Emily Clarke writes about customer messaging and engagement solutions including SMS services and mobile notifications tools. You can find her thoughts at customer engagement blog.