Customer Journey Mapping

if “customer journey” refers to the multiple steps, interactions, and touchpoints that a customer goes through with a company, customer journey mapping is the practice of creating a visual representation of all of those touchpoints. A customer journey map allows you to analyze user behavior, ultimately gaining the ability to make sound predictions about how future customers will interact with your business.

This type of map typically looks like a diagram, a graphic representation, or a spreadsheet that summarizes the engagement process of the customers with your business.

In order to create an accurate customer journey map, research is key. It’s therefore important to observe and learn how your current users and consumers behave. The research you will need to do is either analytical (use your website’s analytics tools to learn as much as possible about your customers) or anecdotal (use social listening tools, customer reviews, and survey results to learn more about what your customers think and how they behave).

Map your user’s entire journey

How can you create your customer journey map?

Identify all of your users’ touch points, i.e. all of the interactions and steps they take in their journey. Of course, the more touch points you have, the more complex (but realistic) your map will be. A touch point could be any of the following: a user finding your website while browsing a search engine like Google; a user viewing an ad of your business on Instagram; a user viewing the FAQ page on your website; a user placing an item in the cart; and so on.

Using Google Analytics can be very helpful when looking for touch points. Two reports in particular — the behavior flow report and the goal flow report — can be useful.

At this point, you can start mapping out the customer journey using a graphic representation.

Then, identify the roadblocks or obstacles in the journey. Where in the process do most users stop engaging with your business? Is there a page in particular that prompts them to leave your website? This will not only allow you to anticipate customer behavior, but it will also be an opportunity to address those issues and get to the root of the problem.