Maneuver through the vagueness of customer journey

Have you ever thought how companies are able to translate customer experience into actionable insights? How they are able to understand customer behavior and make profits out of it?

The technology development has enabled the connection between brands and customers in ways we have never thought before. The customer-journey focused tools help you create paths that outline the engagement of potential clients. If we look at it form a non-digital point of view, a customer journey map shows you exactly what steps customers follow to buy your products in the store; It shows which products they interacted with, what paths they have followed and which path led to a greater number of purchases. To simply put it,  customer-experience maps outline how clients interact with online touch-points and give you a complete picture on interactions across channels. But if it sounds so simple, what’s with the vagueness of these journeys?

“Simple can be harder than complex” – Steve Jobs

Stating that simplicity is harder to achieve is what I believe to be true, thus, to help you achieve the best results, the article draws the stages we follow at Sogody to simplify the process of creating customer journey maps that result in positive outcomes.  

First Step: Customer-centric approach

Firsthand, we are truly focused in understanding the company’s nature of relationship with clients. Their customer interaction provides a holistic view that help us craft the path customers go through while navigating through our clients online channels. With that in mind, we go through the digital buyer personas to put ourselves in their spot and understand their motives and emotions.  What we will find useful is understanding what is our customer alternative path to reach the CTA we’re so interested in. For example if your customer is a 23 year old interested in the gadget you sell, the possibility of them finding your brand in social media is pretty high, and this gives a good idea where her/his path started.

Second Step: The research after the first interaction

After analyzing the target audience, it is suggested to go into deeper research and attempt to understand the activities customer undergo while engaging with your products or services. If we try to do that, we increase the probability of finding out that the 23 year old customer did not interact with our brand in social media in the first place, but she/he interacted with our brand for the first time through an ad placed in search engines. Hence what you have to do is create a list of every potential touch-point in order to be able to create an attribution model so that you can assign credits to the channels that your customers are interacting with.

Third Step: Start applying tools to create a journey mapping

The process of discovering the customer journey will only have measurable outcomes if we start implementing tools that provide us with valuable insights. These tools will give us the chance to measure each stage and let us know specifically where our customers are having difficulties while navigating the app/web, how much time are they spending in different pages, or what path are they following most.

To  be able to succeed, we should have in mind that customer behavior is complex and we are only able to shed light to their journeys through researching, and of course implementing the latest technology tools available in the market. As for now, the article is only elaborating the former in hope you’ll walk through these steps and have success on your own.

If not, don’t worry because we’re here for you