Week_12_Customer Journey Flashcards
What is customer journey
the process by which a customer interacts with a company in order to achieve a goal
Steps for crafting the best map to help your company and customers
- Set clear objectives for the map
- Profile your personas and define their goals.
- Highlight your target customer personas.
- List out all the touch points.
- Identify the elements you want your map to show.
- Take the journey by yourself.
- Make some changes
What is the best way to visualize how a customer interacts with business?
Mapping
buyer persona
fictitious customer who represents your average customer (demographics, psychographics etc.)
Steps for crafting the best map to help your company and customers
- Set clear objectives for the map.
- Profile your personas and define their goals.
- Highlight your target customer personas.
- List out all the touch points.
- Identify the elements you want your map to show.
What is customer journey map?
A diagram that illustrates the steps that your customers go through in engaging with your business.
How many variables in marketing demand?
defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program
Market demand measures
– Potential market – all consumers who could buy a
product or service (18 years old above people)
– Available market – consumers who have interest, income, access, and qualifications for the offering. (have money to buy a car)
– Target market – the consumers the organization chooses to pursue. (want to buy a sedan)
– Penetrated market (current customers) – the consumers who are buying the product/service
Calculate the brand development index
(percent of U.S brand/percent of U.S category)*100
the brand percentage should larger than category percentage.
Estimating future demand
- Survey of buyers’ intentions
- Composite of sales force opinions
- Expert opinion
- Past-sales analysis
- Market-test method
What are the clear objective for customer map?
- Why are you making one in the first place?
- What goals are you directing this map towards?
- Who is it specifically about?
- What experience is it based upon?
- Create a buyer persona – a fictitious customer who represents your average customer (demographics, psychographics etc.)
Questions for profiling persona
- How did you hear about our company?
- What first attracted you to our website?
- What are the goals you want to achieve with our company?
- What problems are you trying to solve?
- How long have you/do you typically spend on our website?
- Have you ever made a purchase with us? If so, what was your deciding factor?
- Have you ever interacted with our website with the intent of making a purchase but decided not to? If so, what led you to this decision?
- On a scale of 1-10, how easy is it for you to navigate our website?
- Did you ever require customer support? If so, how helpful was it on a scale of 1-10?
- Is there any way that we can further support you to make your process easier?
How to highlight your target customer persona
- Narrow your focus to one or two
* Start with your typical customer
List all of the touch points
- Website, social channels, paid ads, email marketing, third party review sites or mentions
- Run a google search of your brand to see all the pages that mention you. Verify these by checking in on your Google Analytics to see where your traffic is coming from.
- Actions - list out all the actions that your customers perform throughout their interactions with your brand.
- Emotions and motivations – emotional driver usually caused by a pain point or problem. Provide the right content at the right time.
- Obstacles and Pain points – example shipping cost. Provide a FAQ page which answers common questions.
Identify the elements you want your map to show.
• Current state
• Day in the life
Future state
Service blue print
