What is a Customer Journey Map & Why is it Important? (Part 1)

Customer Journey Isometric Outline Illustration

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In this two-part post we’ll look at the customer journey map and why it’s so important for your business.

As a small business owner, you may have heard about the customer journey map. These days, as technology improves, it becomes even more important.

Customers want products and services that are seamlessly connected. They want marketing that resonates with product delivery, and customer service integrated with social media.

They want more but need to trust more too. With data becoming more available and necessary to improve, customers are more concerned about their data, meaning customer trust and loyalty are key.

Jeff Bezos & Customer Obsession

“The first and by far the most important one is customer obsession as opposed to competitor obsession,” – Jeff Bezos

Think about how amazon obsess over the customer, constantly improving their services for the customer’s needs. You want breakfast tomorrow, Amazon fresh will deliver in the morning. Order whatever you want and get it within 24hrs, with some items coming that very day.

Bezos explains that being customer focused is thinking long term. “If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering,”

What Is A Customer Journey Map?

A customer journey map, also called a buyer journey or user journey, tells the story of where your customer came from to find you. It includes all potential touchpoints a customer might have with your brand. The map covers email, social media, livechat, radio, or any channel your customers might hang out.

There could be many customer touchpoints that you haven’t capitalized on yet, and others that you’ve yet to connect.

When drawing and mapping out ideas for your customer journey map, consider these potential locations they might find you.

Marketing: Where are you promoting your brand and services

Social Media campaigns: Which platforms are your customers on?

Word-of-Mouth referrals: What are your customers talking about?

Customer Service: Where have customers come from or going through customer service?

The Customer Journey Road

Now you’ve thought about some points along your customers journey, now it’s time to consider the road they take. The starting point is where they first heard of you, the touchpoints are where they might go, and the road is the way they become a customer for your business.

In part two of this post, we’ll talk about the 5 stages of your customer journey map, and how to start moving prospects along this path to become lifelong customers.