Using data gathered from feedback surveys, online reviews, and other customer satisfaction metrics, a customer journey map is used to tell the story of a customer’s lifetime relationship with a company. Depending on the customer persona, this relationship can be as short as a few minutes or as long as many years. Customer journey maps are useful tools for visualizing the quality of each interaction and the customer’s reaction to that touchpoint as they move up the brand equity pyramid.
What is a Customer Journey Map
A customer journey map is a visual representation of every experience your customers have with you. It helps to tell the story of a customer's experience with your brand from original engagement and into hopefully a long-term relationship.
How Journey Map Tracking Helps Businesses Understand Customers
As we briefly mentioned earlier, customer journey maps are tools that help you visualize the specific steps customers go through when interacting with your business. Using buyer personas (a semi-fictional representation of a type of customer based on market research and real customer data, as defined by Hubspot) you can track the path different customers take on the road to conversion and pinpoint failed or successful interactions. This ultimately helps you do things like:
- Allocate advertising budgets to channels that produce the most positive responses
- Collaborate across teams to improve touchpoints that continuously produce a negative reaction
- Retain and satisfy existing customers by improving previous customers’ churn points
Download our free template to create your customer journey map today