Having an excellent relationship with your customers is the most important thing for your company or your business, so you must be clear about the strategies you are going to use to achieve it. Today we want to talk to you about Customer Journey Map, a tool that will help you have a clear understanding of the stages your customer goes through in the buying process, so you can create a clear strategy to strengthen the relationship with your customer.
To begin with...
What is the Customer Journey Map?
In Spanish it is translated as "Mapa de viaje del cliente" or "El recorrido del consumidor"; however, this term is hardly used in Spanish in the marketing world.
The Customer Journey Map is a truly effective tool that serves to keep in view and interpret each of the stages, the relationship and the experiences that the customer has with the brand.The customer will be able to make a purchase with a product or service in the purchasing process, regardless of the channel used to make the purchase.
That said, the Customer Journey is a map that helps you gather information so that you can understand the needs, intentions and desires of your customer as an individual.This map is not focused on the sale as such, but on showing you the weaknesses and strengths that your customer encounters in the process of purchasing (or possible purchase) of your products or services.
We have talked about "the stages" the customer goes through in the purchasing and sales process. "the points of contact" that it uses to approach your brand and achieve its objective, so we are going to talk about these concepts in the digital sphere so that you can analyze, with respect to your business, which tools you can use.
Points of contact or "touchpoints"
Touchpoints" refers to any type of interaction between the current or potential customer and your brand, before, during or after their purchase.
Some points of contact in digital are:
- Websites
- Organic web search
- Non-organic results
- Online advertising
- E-Mail Marketing
- Social networks are branded
- Comments in social networks
- Product reviews and evaluations
- Portals where analyses and evaluations are made
- Blogs
- Forums
Touchpoints are strongly connected to positioning, the brand building process, and branding. y with the way it is perceivedTherefore, it is important that evaluate how is the experience of your customers or potential customers in each of these; This way, you will be able to analyze whether you are attracting them or, on the contrary, driving them away from your product or service. We don't want to be repetitive, but don't forget that you can build your brand and positioning if you send the right message through them.
Stages of the Customer Journey
First of all, we would like to clarify that there are several formats of the Customer Journey Map, here we share with you the stages of the most complete model, so that you, under the expectations, company, business or product you manage, can decide which stages your customers go through.
The stages of the Customer Journey Map
- Awareness: The customer is aware that he/she has a need and, therefore, needs to solve it. This need can occur naturally, for example, when something breaks and cannot be fixed, you need to replace it. It can also be a need created by other factors, such as wanting to buy a product because it is in fashion.
2. Consideration: The client considers looking for a solution and enters the consideration stage. It is at this point that he can include you in his list of potential vendors and will evaluate your offer. The user will make a comparison between the different proposals, therefore, it is essential that you allow him to compare what you offer with what the competition offers.
A successful digital marketing strategy delivers relevant content so that the customerDuring the search stage, you can find in blog articles, e-books, webinars, tutorials, guides, among others, complete and quality information to help you find the information you are looking for. can have more data about the product you are looking for and compare it with others.
3. Purchase: It is the moment when the client chooses the company or business to solve the need he/she had. It is at this stage that you, your company, your brand, your product or your service must be chosen! It is very important that at this stage everything flows smoothly for the customer and a quick and easy purchasing process is guaranteed.
We advise you to make sure that when the customer is going to add products to the cart, register, review and confirm the order, he/she can do it in a few steps and, therefore, does not get tangled in the process and prefers to leave it for later.
4. Loyalty: It is convenient to know if the customer was satisfied with the purchase he made; this happens if it solved his initial need and if his interaction with the brand met his expectations.
At this stage you should strive to make sure that your customers are totally "enchanted or in love" with your brand and become its "promoters". We suggest you thank them for their purchase with a personalized email, offer them discount coupons on their next purchase or send them newsletters with new promotions, these are some of the actions that can work for you.
5. Recommendation: After having achieved customer loyalty, you must get them to recommend your services or products.
At this stage is when your customers can write comments about their experience in your social networks or on pages intended for this type of information.This is the perfect time for you to encourage them to write by giving them a "prize" (exclusive discount, congratulations on an important date, points credit, among others) for sharing their positive opinion about your brand with other users.
These are the 5 stages that we recommend you to take into account when preparing your Customer Journey Map, remember to check in each one, with respect to your business, which are the most important points of contact.
Analyze and create marketing strategies based on the information you get from the Customer Journey Map can generate added value for your business and customers because, nowadays, companies compete to offer the best customer service. Shoppers are looking for a shopping experience where they feel valued and where they can easily interact with your business.
The above information can be summarized, in a nutshell, that what the customer really wants is something more than your product or service, the customer is looking for an experience that exceeds his expectations in every way... and to achieve this there is no better way than to understand your customer's journey through the Customer Journey Map.
If you want to read more about this topic, please read the following article from Forbes magazine https://www.forbes.com/sites/forbesagencycouncil/2021/02/02/customer-journey-mapping-and-its-essential-place-for-todays-modern-marketer/?sh=5555dc9a4a4e
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