Marketing activities are essential measures for companies to conduct business. In order to expand your company’s sales, you will need a concrete plan that thoroughly investigates customer needs and designs “what to communicate to whom and how to communicate it.” What is important here is a “customer journey map,” which visualizes the consumption behavior of customers up to the time they purchase a service or product.
Simply put, a ”
customer journey
map” is a “map of customer behavior.” It represents the “customer experience” by incorporating specific “emotions and thoughts” leading up to the purchase. It can be said that it is essential to create and utilize a “customer journey map” that clearly represents the plan in accordance with the ever-changing customer needs.
What is a “customer journey map” that can improve a company’s marketing activities? We will also analyze how to use it effectively.
What you can expect from a customer journey map
A “customer journey map” is when a customer becomes interested in a company’s services or products through media, collects information, compares them with other products, considers them, and then decides to purchase them. This is a diagram showing the process.
By creating a “customer journey map” for each service or product, it is possible to more deeply infer customer consumption behavior and promote a company’s marketing activities.
Visualizing the problem in a diagram clarifies the issue and has the advantage of allowing you to focus on the areas that need maintenance. By creating a path to purchasing services and products, we can expect to improve the quality of the content itself.
Features and uses
A “customer journey map,” which is a graphical representation of the flow of a customer’s consumption behavior, differs from only persona design (a step-by-step design based on a fictitious customer model) in that it is designed in relation to each behavioral process. are. Its unique feature is that it can predict customer movements in detail.
As shown in the diagram above, the most important point is to set “CTA (call to action/guide to the next action)” and “KPI (key performance indicator/measure the degree of effectiveness)”. In particular, CTA is set for each action phase, as the purpose is to “promote a change in customer attitude.”
In the example shown in the chart, the CTA was set to “Download a manual on what to do when your smartphone breaks.” The action that companies want their customers to take is to download. KPI, or “number of manual downloads,” is used to quantify the effectiveness of CTA.
Of course, it is also possible to create a more detailed content map from the “Customer Journey Map”. It would be a good idea to extract elements from the contents of the diagram and use them to prepare the optimal measures for each situation in each phase.
Points to note after creation
Many companies may be satisfied with creating a “customer journey map” for each service or product, and end up not using it much at all.
After creating a path for customers to purchase, it is necessary to look back and verify whether there are any issues that arise (content audit).
Additionally, in order to further improve results, it is important to improve the “customer journey map” to an even more optimal one, such as by investigating the differences between the imagined path and the actual path (gap analysis).
summary
Utilizing a “customer journey map” will enable a deeper understanding of customer needs, which will lead to the activation of a company’s marketing activities. If goals and issues are clarified, we can expect to improve the quality of content that produces results.
The key is not to stop at simply creating a path, but to confirm from the measured numerical results whether “we are able to reliably encourage attitude change” and to constantly update and utilize the latest information.