Lucidchart Template Example (1)

What is the point of a customer map?

Steve Jobs believed that “You’ve got to start with the customer experience and work back towards the technology, not the other way around”.

A customer journey map, tells you how a customer moves from A-C and paints a clear picture of any friction/pain points, then you find ways to reduce those pain points, sounds simple but how is it actually done.

Which problems can customer maps solve?

Sales

• Where do customer drop off the most?
• Map emotions, motivations and blockers in email campaigns?
• Improve messaging and targeting by aligning to each stage

Example: Your customer keep adding to the basket, but drop off because of the lack of payment options.

Improvement: Add more secure and wider payment options.

Value and Impact

• Increase customer engagement through channel optimisation (tailored ads, sms, in-app promotions, emails, blogs, search, social ads)
• Optimise inneficient internal processes and touchpoints
• Define your target customers/personas and gain clarity
• Join up data at each touchpoint to form actionable insights (based on data, feedback and internal mapping)
• Target touchpoints areas with high marketing ROI and high retention (repeat purchase rates) and understand which promos work/don’t work

How do you do it?

There are 6 stages that a customer/user thinks before buying;

1. Pre-awareness: The customer has lived experiences, scrolls and is bombarded with information, and wan’t something they can trust, that is easy and makes them feel something.
2. Awareness: The customer becomes aware of a need or problem.
3. Consideration: They research potential solutions or products.
4. Purchase: The customer decides on a solution and makes a purchase.
5. Retention: Post-purchase, the customer uses the product and forms an opinion.
6. Advocacy: Satisfied customers become brand advocates, sharing their positive experiences.

1. Define your goal and problem
2. Define your user/customer persona and target persona (3 max)
3. Rank your target audience (impact i.e. sales/effort i.e. time and effort level)
4. Look at your existing data (customer interviews, reviews, e-comm data, marketing/web data & analytics, CRM, employee interviews, logs, customer support tickets, social media, NPS/Survey scores) Remember: every customer will have a different experience!
5. Validate your data by speaking to your customers or clients, and ask;
   • How do customer feel about your brand?
   • Where are customers delighted and annoyed the most/least?
   • Where do customer cancel the most?
   • When do customer interact, click, book the most/least?
   • What would they love you to be, does this align with the strategy?
   • Where is their high intent, interest and action?
   • Why do new customers not purchase or stay with you again?
6. Map your current v future state (to improve your process)
7. Define what success looks like with KPIs that align with your OKRs

How do you it in a Sales team?

1. Define personas – 3 based on your criteria/tier 1,2,3)
2. Discuss with Sales Manager/Team and agree on next steps
3. Define sales method per customer group (you can group clients/customers into groups e.g. if you have 100+ customer/client groups)
4. Contact and pre-sale phase based off high impact first
5. Post-sale and evaluation phase + live feedback tracking
6. Measure success – Sales KPIs that align with OKRs
7. Implement process improvements and automations (start with tier 1)

Summary of where it can be used by function?

User Persona Card (Draw it)

• Photo or symbolic icon
• Name/Title (e.g., “Dr. Jelena, Growth Partner”)
• Short Description (2–3 lines about them)
• Goals (What you and they expect)
• Pain Points (The top 3 pain points)
• Delights (The top 3 delights)
• Preferred Contact (Key decision maker (KDM) + most available person to the KDM)
• Key Opportunity (Top 3 growth areas or high income areas)
• Sales Tips (how to approach, what to offer)
• KPIs (target revenue, visit frequency, satisfaction score)

Track and analyse your buyer

• Client Name
• Client Type (B2B, Demographic data)
• Client purchasing frequency (New, existing, to onboard, prospect)
• Contact profile and Info (Country, region, user persona, contact details)
• Revenue (Current/Potential)
• Communication (Visit/weekly calls/strategic reviews)
• Preferred Communication Channel (Email, phone, in-person visits, VIP service)
• Discounts (Type of discounts/offer)
• Client Behaviour (Values speed, fast delivery, regular comms)
• Key decision maker (Who you deal with the most)
• Payment terms (monthly, quarterly, on request)
• Contract on file (yes, no)
• Service level agreement
• Sales volume per week
• Net profit per week
• Type of buyer (Seasonal, mature, promo only)
• Reason for sales peak (Why)
• Reason for sales dip (Why)
• Actions/Lesson’s learnt
• High Reward/Effort Ranking

References

(1) How-to-build-customer-journey-maps

(2) Customer Journey Maps

(3) To add my sales funnel

(4) Add Sales Tracker