Eighty-two percent of businesses have produced a customer journey map, but just 47 percent are effectively using it.
Despite investing hours or days on the strategies, collaborating with cross-functional partners, diving into data, and learning more about their customers, over half of those companies are not getting a return on their time investment.
The issue is that these companies provide a thorough and attractive map of the client journey, but it's useless. The objective is to build a practical, effective customer journey map that is loved for its functionality rather than its aesthetics. A solid travel map will assist businesses in making the best selections possible.
Context is essential for marketers.
Where do corporations go wrong when it comes to creating engaging and intelligent maps? Context.
Without context, it's hard to examine the customer's journey efficiently.
When designing a map, it's all too easy for businesses to fall into the trap of taking a broad approach to segmentation, resulting in a map that represents the company's perspective rather than the customer's.
The subtleties and intricacies are lost in this instance, and the travel map is made meaningless. These maps lead marketers in the wrong path, requiring them to measure and optimize touchpoints that their customers may not appreciate.
When a company uses a specific client persona, though, the trip looks very different.
When marketers take on the role of a consumer, they may discover that their journey does not begin where the firm expects it to. For example, Nancy, a client who is expecting her first child in 30 days, is on the lookout for a crib.
It turns out that assembling is one of the most frustrating aspects of buying a crib. Because that online furniture firm is not in the business of assembling furniture, a feasible answer from a business standpoint may be to develop better instructions.
When looking at the map from Nancy's point of view, there is an opportunity. IKEA, a home furnishings manufacturer, realized that turning assembly into the most convenient portion of their journey may solve some of its customers' most pressing problems.
IKEA recently bought TaskRabbit, a service startup, and now provides assembly to its clients as an add-on service. Customers of IKEA now have a new touchpoint that addresses one of their biggest complaints. Customer journey maps that are well-designed will lead to more sales. ___________________
Salty Red Dog Marketing, LLC is a marketing agency in Red Bank, NJ, Westport, CT, and everywhere in between. We service businesses with marketing strategies, digital marketing, social media, and consultations.
Phone: NJ: (732) 802-6205 // CT: (203) 429-9671