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The facts about Customer Journey Maps

Five key facts about customer journey maps that every business owner should know. Picture Shutterstock
Five key facts about customer journey maps that every business owner should know. Picture Shutterstock

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As a business owner, understanding your customers' journey with your company is critical to providing a positive experience and driving growth.

Customer journey maps (CJMs) are an invaluable tool for gaining insight into your customers' perspectives.

By mapping out the different points of contact your customers have with your business, you can identify any weaknesses or opportunities to improve.

In this article, we will explore five key facts about customer journey maps that every business owner should know.

Fact 1: CJMs Reveal the Full Experience

The first major benefit of customer journey maps is that they show the complete picture of a customer's interaction with your company. This includes not just direct touchpoints like sales and support calls but also indirect interactions through marketing, social media, word of mouth and more. By connecting these different pieces, you gain a holistic view of the customer's perspective across channels and stages. This enables you to identify weaknesses in certain areas as well as strengths you may want to leverage across the rest of the journey.

Fact 2: CJMs Uncover Points of Friction

One of the most valuable applications of customer journey maps for business owners is pinpointing any friction in the customer experience. These could be moments of confusion, difficulty, frustration, or disappointment a customer encounters. For example, a complicated checkout process or unclear return policy may emerge as pain points. By uncovering these through CJMs, you can address the root causes and implement targeted improvements to smooth the journey. This removes obstacles that may be costing you customers.

Fact 3: CJMs Reveal Opportunities

In addition to exposing problem areas, customer journey maps also highlight opportunities to enhance the experience. You may discover stages where you can add value by providing resources, education, or other benefits. Using a CJM tool, you can look for ways to guide customers, establish loyalty or generate brand advocates. For instance, post-purchase follow-ups present opportunities to engage and encourage referrals. Identifying these possibility areas drives innovation.

Fact 4: CJMs Inform Strategies

Gaining a 360-degree view of the customer journey through mapping allows you to develop better-informed strategies across your organization. You can improve training for customer-facing employees based on insights from CJMs. You may also identify segments to target with tailored marketing or new services to meet their needs. In addition, you can optimize operations to deliver more seamless experiences. CJMs essentially enable you to align your offerings, communications, and policies to the customer perspective.

Fact 5: CJMs Track Impact Over Time

While creating an initial customer journey map is highly useful, the benefits multiply when you continually update the maps over time. As you implement changes based on CJM insights, you can measure their impact by mapping the new journey. You can validate that you have addressed pain points and introduced impactful improvements. Regularly refreshing journey maps allows you to monitor progress and continue tailoring the experience. This evolves the customer relationship and uncovers new opportunities.

Constructing customer journey maps provides tremendous value for business owners seeking to improve customer satisfaction, loyalty, and advocacy. By revealing the full experience, pain points, opportunities and more, CJMs yield powerful insights to strengthen your customer strategy. Integrating an ongoing mapping practice will enable you to continually refine the journey over time. With the customer perspective as your guide, you can deliver experiences that boost retention and fuel business growth.