Customer journey map
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Customer journey map: steps and how do they work?

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The customer journey is the path a consumer takes from understanding that they have a need to deciding on the solution they will purchase. To understand and contribute to this path, every company must be concerned with drawing the customer journey map.

The change and one of the most significant changes was the possibility of researching, using the internet, about different solutions to solve a need in an easier and faster way.

In fact, people conduct online surveys before making a purchase, whether in physical or virtual stores.

Part of this research process involves the user’s contact with company communication channels, for example.

In this sense, it is the duty of companies that seek to participate in this offer quality channels and interactions.

According to surveys, of companies that use a customer journey map have more expressive results in customer satisfaction than companies that do not bother to understand and analyze the path taken by the customer.

Map of the customer journey and its stages 

As we saw above, the customer journey is a representation of the path that the consumer takes from identifying a need to choosing a solution.

This solution can be the product or service that your company sells, and that is why it is important that you and your team present your value proposition to potential customers along the way.

By drawing the customer journey map, your team has more information about where, when, and what your potential customer is looking for at each stage they go through.

Understanding all this means that strategies can be created in order to meet the needs of users at each stage of the purchase journey.

But what are the steps in

The image below represents the four main steps of the customer journey map:

  • learning and discovery,
  • recognition of the problem,
  • consideration of the solution,
  • buying decision.

By understanding the doubts that your customers may have at each stage, your team has more information about the type of material that should be produced to generate more identification between the consumer and your brand.

The digital marketing strategies have a special role within this map concept of buying journey, especially the actions of inbound marketing, and content marketing, and SEO.

They help your brand participate in the customer journey by providing, educating the customer, engaging them, and building relationships.

Below, we share a little more about each of the stages of the customer journey and how your company can participate in each one, encouraging the customer to move to the next stage, getting closer to doing business with your organization.

Learning and discovering the brand

At this stage, the customer has the first contact with your brand. Usually, it is a customer who is still discovering that he has a problem, need, demand, or problem and starts researching about the topic, without necessarily considering the contracting or purchase of a service or product.

At this point, when creating a customer journey map, remember to raise issues that may be important to the customer, who is beginning to understand that they have a particular need.

Prioritize content that educates the customer on the topic, helps to resolve part of the issue, that helps the customer understand the level of difficulty he is facing and what are the possible options to solve the demand.

Avoid blatant advertising and promotional content, because the customer is not yet ready to make a purchase.

Prioritize offering free and practical content and earning customer trust.

Undoubtedly, in order to meet these and other demands and understand what customers’ doubts and needs are at each stage, and what materials your company should produce to attract them, it is necessary to understand who is the of the business, the ideal customer profile.

Based on this information, your company is able to understand what the needs of this audience are and solve them.

Problem recognition

Once understood that there is a problem and defined what this problem is, the consumer starts looking for alternatives to solve it.

For example, by establishing that they need transport to get to work, the consumer will seek to understand which, among the possible solutions, is the ideal one, for example, taxi, Uber, bus, or even the purchase of a car.

In short, in the problem recognition phase, the customer starts searching for alternatives.

As a company, your role is to present these options and what are the strengths and weaknesses of each of them.

Of course, a dealership will talk about the advantages of buying a car, while the transportation app company will argue about the advantages of that option.

Using the example above, this does not mean that at this stage you will try to convince the customer to buy the car at your dealership. This means that at this stage of the customer journey map, you should talk about the benefits of having a car.

Considering your product or service as an ideal solution

At this stage of the customer journey map, he or she already has more knowledge about the options and starts to go deeper into each one of them, for example, subscribing to newsletters of companies that can solve their problems, in search of more information.

At this stage, your company can start using more explicit sales arguments.

Email marketing actions, for example, are very welcome, as long as your customer has allowed this contact.

purchase decision

The customer has already decided on the type of solution he will “buy”, for example, the purchase of a car for daily transport.

But it is still considering the options of companies that can offer the best advantage. 

Here you can make the mistake of imagining that the price will be the main differential, but believe me, it’s not! For consumers, being well-served is more important than price or product quality.

In this scenario, direct your efforts to offer efficient contact channels, including agile that allow the integration of your company’s channels, facilitating the response of sales and service professionals, as well as offering better customer experiences.

Making the purchasing process simple should also be one of your company’s top concerns. Invest in and optimize the customer experience at this stage of the customer journey map.

Remember that the relationship with customers does not end with the sale, so focus also on creating quality, ensuring the retention of your customer base.

This article was written by, a complete service software that helps from the automation of processes, the monitoring of managers through metrics reports, and the implementation of a multichannel strategy. Do like Mormaii, Tirolez, and Hambürg Sud and more than 1,000 companies all over Brazil.