A customer journey map is a natural extension of the sales and marketing funnel but has an impact beyond the marketing or sales teams. It’s a document meant to unify fragmented efforts and, most importantly, identify points of friction and opportunities for improvement. Finding and fixing the pain points in a customer’s journey isn’t just about damage control, it’s about the innovation that comes from fixing the pain.
While you can map just about any sequence of events, a journey map is ideal for any process that has a lot of steps or opportunities for friction, failure and improvement. For example, you can map the journeys of:
Here are 10 steps to take to building a journey map :
- Find the data
- Pick a persona
- Determine the stages
- Define the steps
- Identify the touchpoints
- Find the pain points
- Define the metrics for each stage
- Improve and innovate
- Assign accountability
- Periodically validate
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