Map your customer journey

1. Define the personas whose experiences you would like to map to identify the specific paths you will be mapping.

The customer journey map might be very different between two different customer types for the same brand. For example: A lead nurturing journey that moves a self-serve customer from a stranger to an active trial user. An enterprise customer journey that involves extensive research and interactions with a sales team.

2. Gather quantitative data and analytics from both your customers and your prospects to detail touchpoints, their frequency, and their impact.

Centralize and analyze your customer and prospect data to identify interactions customers may have: Search data, visitor information, and browsing behavior from Google Analytics. Past email interactions or support tickets. Social media, including hashtag mentions of your brand or comments on your page. Third-party site reviews about your business. Event attendance. Sales calls. Content downloads. Outreach email to your customers, a site survey, or personal interviews.

3. Conduct qualitative research via surveys and interviews to better capture the motivations and goals of your buyer personas in more detail.

Create a form on Excel or download a free template that outlines interactions that a person would have with your business. For example: Awareness and interest: How did the customer find you? Consideration and purchase: Why did they decide to buy your product? Product delivery and delivery feedback: Were they happy with their purchase? Customer retention and advocacy: What methodology do you have in place to retain customers?

4. Create your customer journey map using a template from a site like HubSpot.

Choose one of these four basic types of maps: Current state: This is a how is your customer acting, thinking, and feeling map. Use it to continually improve the customer experience. Day in the life: This represents your customer’s daily activities that may not even include your business. Use it to determine unaddressed needs or pain points. Future state: You evaluate where the customer is now as compared to where you would like them to be in the future. Use this for determining future goals and setting a clear plan of action. Service blueprint: Use this for evaluating the current service standards – people, technology, policies, and processes – and why your customer reacts to different aspects of your service the way they do. This helps determine the factors of your business that need improvement for better customer retention.

5. Remove friction your customers are having in meeting their goals by improving inbound marketing and resources. Implement a proactive customer service strategy to fix known pain points.

6. Look for opportunities to address pain points your customers have with other competitors in your customer journey to attract and convert new customers.

For example, if you learn that customers of your competitors are frustrated by the lack of free trials, consider implementing a trial period to increase customer trust.