If you want to engage customers, break down the barriers and make a sale, you must create a customer journey (from encountering to buying your product/service) as per their needs. To increase conversion significantly, follow this simple process of identifying your customer persona, finding their point of engagement with your brand and then seeing how they can enjoy their experience while shopping for products and services that are best suited for them.
Let us explore four ways you can create the ideal customer journey with the help of customer journey mapping consultants.
1. Create distinct buyer personas for each audience base
A buyer persona is a semi-fictional representation of a group of your customers. To create a buyer persona, you can start by using the following data about your existing customers, as listed below:
- Their previous purchases,
- Demographics,
- Personal preferences,
- Forces influencing their buying decisions
- Their goals, dreams, and aspirations.
This process will bring your audience to life and help you understand which groups you have to appeal to depending on your target audience base. Most importantly, use this process to understand what they are looking for (this is why a focus on goals and aspirations helps.). Customer journey mapping consultants can help you with creating distinct buyer personas.
2. Identify and analyze each customer touchpoint
A customer touchpoint is a point of contact between your customer and the brand. These can include:
- Things you own and control (eg. a TV ad or website)
- Or a customer’s brand experience (Amazon or Google reviews)
- Your communication channels (social media platforms such as Facebook, Instagram, and Twitter)
Identify each place you and your customer interact, and analyse it for effectiveness.
3. Understand what a customer feels at each stage
Try to capture what your customer feels, does, and thinks at every stage of their purchase journey. Getting direct quotes from them is invaluable as it helps you tailor a solution to improve their experience. Focus on the following two criteria:
- Their pain points; what is stopping them from easily making that purchase
- Their emotions; what do customers feel when they look at your product, when they buy it, and when they use it.
4. Test out your journey yourself and audience-proof it
As the last step, whenever you add an improvement, test out the process yourself. Analyze your thoughts and feelings at each step of the customer experience. Putting yourself in the customer’s shoes can really help you improve your customer experience.
Some tools you can use to test the journey:
- Mystery Shopping to get the real experience
- Keyword research tools to find out where your customers are getting information
Why Not Try Creating A Customer Journey Map?
Customer journey mapping requires plenty of coordination, time and effort, however, the upsides greatly outweigh the work put in. Turn your company into a customer-centric haven with this tried and proven process, with the help of the Bumblebee Branding Company.
