Blog 16: Understand your customer's journey better

A summary of what we did to understand our customer’s journey better:

Firstly, we categorised our different types of customers.

Secondly, we documented each customer type’s journey and motivations to use our product.

A 'customer journey map' sample.

Source: EDIT.org

A customer journey map represents a customer’s experience with the product. That is, from the very first interaction (discovering the product) to being a customer ( purchase or download or signup etc.). It encapsulates all interactions that a current or potential customer might have with the product.

Hence, the customer journey map (a visual representation) helped us see their point of view, understand their needs, their workflows, and their perceptions etc.

We must strive to make this journey simple and pleasant for the customer. When creating a customer journey map, we must have a good understanding of our users as they discover us and begin interacting. This can include their background, emotions, goals, challenges, etc. According to a McKinsey report, a fundamental change of mind-set focusing on the customer can generate a 20 to 30 percent uplift in customer satisfaction.

Leverage AI and analytics:

• To continuously refine customer journey maps.

• To better understand customer behaviours.

• To personalise experiences for customers.

  
  

Refer blog 94 for more on best practices to writing a customer journey map.

Refer blog 91 for more on attribution models (models that credit channels and touchpoints across the customer journey).

Jump to blog 100 to refer to the overall product management mind map.

All the best! 😊