A customer journey map is the path the user takes when interacting with your business from start to finish. We make visual maps filled with real data. We want to identify every single step from awareness to advocacy. We want to shorten the path to conversion.
CUSTOMER JOURNEY MAP COMPONENTS
- Awareness. Where did they find you or hear about you.
- Consideration. How do they compare you with others, what information do they linger on.
- Decision & Purchase. Where did they convert/buy, how did they convert/buy.
- Retention. What’s the follow-up path you keep them or keep them coming back.
- Advocacy. When they make recommendations.
All the information behind the customer journey map helps you determine where to improve, and where to invest.
HOW DO YOU GET THE INFORMATION?
If you have data, we use that. But we will install our own information aggregation tools directly onto your websites or landing pages. We also will conduct surveys of the sales team, customers and in-market audiences, we combine qualitative and quantitative research to capture information along the funnel. Ultimately, we use data to compile the information into an easy-to-understand visual outline that defines your friction points, strengths and opportunities. It’s a data-driven process that helps you stop guessing and start fixing what matters.
HOW IS THIS DIFFERENT FROM A SALES FUNNEL?
Easy – a sales funnel is what you want them to do. A journey is what they did do – it’s the reality behind your entire system.
A funnel shows the straight line of succession – click ad, visit page, complete form, buy (final conversion). It’s your hope of how they move through things. The journey maps are the messy reality of how users bounce between pages, abandon carts, check reviews, ask a friend and then come back three weeks later.
The value in the map is the gaps – we show you where your funnel is broken and why. The broken gaps are where the money gets wasted, and we want to fix that.
HOW LONG DOES IT TAKE TO MAKE A CUSTOMER JOURNEY MAP?
It’s a pretty granular process – the answer really depends on the size of your operation or the number of products/websites we’re tracking. More often though, it depends on how much data you already have. If your tracking is set up and your team has insights, we can build a journey map in a few weeks. We will always install tools, collect surveys, and gather fresh data, which the collection period can take a month or two. The point isn’t speed for the sake of speed — it’s building something accurate enough to guide decisions, not just a pretty diagram that sits on a shelf.