20 July
Educate, inform and Assist; Convert Them When they are Ready!
Think of your last customer journey mapping project, how successful was it?
Couldn’t remember?
Do you ever wonder why a customer spends so long browsing a section of your website?
Or why is your customer is taking so much time to get from point A to Point B?
If yes, then you need to re-think your customer journey mapping strategy.
You may be aware of the fact that if a customer is taking too long on a page, he is standing on the verge of exiting!
And losing a visitor means losing conversions!
Getting into the minds of the customers is indeed challenging but whatever the confusion is, the most apparent reason is, you lack a clear grasp of the customer journey.
No two customers are similar. Their needs, motivations, expectations, and purchase triggers are distinct. Therefore, it becomes imperative to know what experiences influence their underlying actions.
So, how you can evaluate various touchpoints in the customer journey to improve your business sales?
The blog discusses the best customer journey practices that you can utilize in 2021:
What is a Customer Journey Map?
A customer journey map is a visual representation of the processes a customer or a prospect goes through to achieve the goal of the company. With the help of a customer journey map, you can get a sense of your customer’s motivations. The best way to analyze how a customer interacts with a business is by mapping it.
81% of the consumer brands say they have a holistic view of their customers but only 37% of the customers believe their favorite retailer understands them.
This gap is huge.
Customers expect exceptional and personalized experiences whenever they contact an organization. Thus, a good level of understanding is the need of the hour to understand where the customers get stuck along the way. Yes, the trick lies in connecting the dots.
If your questions are:
How to improve my customer retention rate?
How to create a new target customer base?
How to create a customer-focused website experience?
The answer to these questions is Customer Journey.
Let’s now quickly explore the best practices for Customer Journey in 2021:
1. Set Objectives for your Customer Journey
What is the objective you want to achieve with the customer journey?
What are your goals?
What is that you want the map to accomplish?
While choosing and deciding your objectives, you should keep these 3 things in mind:
- Can the map identify the weak points in the sales funnel?
- What do you want to learn from this customer journey map?
- Where does the customer halt the most on your website? What he doesn’t like about your brand or website?
Having a clear grasp of the goals will help you define customer persona, demography, and psychographics of who represents your average target group.
Developing a customer journey map without clear objectives will create a rift between your brand and customers. It is, therefore, necessary to pen-down clear objectives for the customer journey.
2. Create your customer persona
The stats I mentioned at the beginning of the blog are dreadful.
How much do you know about your customers?
If you don’t have a clear overview of who your customers are then all your marketing efforts are going down the drain.
Before listing all the touchpoints to the customer journey, you should focus on creating a customer persona.
“How Should I design my customer persona?”
If you are confused about designing the customer persona then you can:
3. Go through the analytics and analyze who all interact with you
Analyze your competitors. What personas are they targeting? Do they make it obvious?
You can launch surveys, user testing, or one-on-one interviews
You can even utilize the personal creation tools
The primary motive of the customer persona is to reach the targeted audience.
For example: If you have a business of educational products, your target audience will be students and tutors. You can create the buyer’s personal by highlighting their (interests, demographics, goals, experiences, requirements, frustrations, problems, etc. It will help you gain a clear view of how to engage with them.
4. Know the customer’s stage
How did your customer find you?
What was the initial point of interaction?
There are 5 stages of customers-
- Completely unaware: The one who is clueless and unaware
- Problem aware: Aware of the problem but not the solution
- Solution aware: Aware about the solution but not about you
- Product aware: They are aware of the product, solution, and service you offer but aren’t sure whether it is right for them.
- Most-aware: They are aware of the problems, solutions, and you, and your offerings, and have decided that the services are right for them.
Which of them is your targeted audience?
Which of them are you targeting?
Knowing the customer’s stage is critical to ensure undertaking the right engagement strategy.
For example, Merlin is a 50-year-old man and has been overweight throughout his life. When he turned 50, he decided to lose weight.
What stage is he in?
He is in problem aware stage!
Yes, different customer stages require different marketing styles, thus it is important for you to know the customer stage before designing a customer map.
Furthermore, you can analyze the below questions to design the right customer journey map:
How customer found you?
Does the customer buy? If not, do they interact with the customer support?
Where Did he got stuck in the process?
You can identify the major touchpoints based on AIDA (attention, interest, desire, action) to construct a map.
Consider all the major touchpoint on your website like-
- Social buttons
- Call to actions
- Product pages
- Landing platforms
For creating the best customer journey map, you need to analyze these in detail.
4. Create Cross-touchpoints activities
While the design is important, the focus should be on including several cross-touch points activities. You can shift from self-services to virtual assisted-service like a chatbot, send personalized push notifications automatically, and email reminders.
If you want to reduce stress and connect customers at every touchpoint then adopt automation.
Click Nurture provides automation assistance for your business online where you can leverage the expertise of 18 tools on a single platform. It is an all-in-one platform that your business needs to invest in NOW!
Increase operational efficiency and lead a stress-free life by automating the tiresome redundant processes with just a click.
5. Perform A/B Testing
Remember, I discussed having clear objectives for your brand initially in the blog?
It is important for running various tests for awareness, acquisition, and customer retention. It is the best way to measure your customer’s feedback. By tracking the paths, you will have answers to questions like – map’s weak point and unique challenges that customers face.
6. Brands who differentiated with Customer Journey
IKEA addresses the friction that arises from navigating the parking lot and the store with peak moments of satisfaction. It gives highly desirable items at a huge discount, that customers can’t ignore!
Metro Bank is to offer and enhance convenience in its domain. It rationalizes the promises to provide the employees the means to kill bank rules that don’t work with their audience.
Customer journey practices can go a long way in determining what your customer expects from you and how you can deliver it.
Click Nurture’s Customer Journey tool helps you in:
- Channelize buyer’s journey and tract every abandoned cart
- It synchronizes with every tool to increase customer engagement and satisfaction
- Updates you with the deviation in customer behavior
- Acquaints you with the low-performing area of the website
- Help you know why a visitor left
Do you want to leverage the power of these updated practices to nurture 8X conversions?
Contact Click Nurture and talk to experts NOW!
