Customer journey maps: Understanding the UK consumer's path to purchase.

Understanding UK customer behaviour.

Every customer is different. But there are some patterns and trends in UK customer behaviour that can help us predict how customers might begin their buying journey.

• Online shopping. We’re living in a day and age where online shopping has become the norm. In fact, over 80% of the UK population shops online through ecommerce websites.
• Research and reviews. Before buying anything, more than half of UK consumers do some online research. Potential customers might check customer reviews online and on social media, to weigh up their options and decide on the most suitable offering.
• Omnichannel experiences. More and more customers are covering both physical and digital touchpoints on their buying journey. As a result, 45% of UK retailers have started investing in omnichannel perks and processes. This includes online orders for in-store pickup, in-store returns, or in-app barcode scanners to find a product online while browsing in-store. H&M is a great example of this.

Understanding current trends in buyer behaviour can help you work out what your customer journey map might look like. Let’s take a closer look below.

What is a customer journey map?

A customer journey map is what it says on the tin: a visual map of a customer’s engagement with a brand, service or product. This can be in the form of a chart, infographic or timeline.

Customer experience journey maps lay out all the touchpoints and actions a customer is likely to take. For example, the first time they visit your website and the steps towards them buying a product or using your service.

Some of the most common types of customer journey maps include:

• Current journey – what your customer currently does or thinks.
• Future journey – what you customer will do or think in the future.
• Day in the life – what your customer might do on an average day.
• Service blueprint –
• Circular – looks at the customer journey as a continuous loop.

Each of these customer journey maps can help to set the groundwork for any necessary changes to your service, marketing and brand strategy.

Key phases of the customer journey map.

Customer journey maps are most useful for mapping out consumer interactions. This helps to track how and why they become paying customers.

This complex path can be broken down into five stages:

1. Awareness. The consumer comes across your brand through various channels, such as social media, ads, or word of mouth.
2. Consideration. The consumer weighs your offering against competitors in the market, considering factors such as price, features, reviews and limitations.
3. Purchase. The consumer narrows their search down and makes a decision to purchase your product or service.
4. Retention. The consumer uses the product and engages with your business through various channels, encouraging brand loyalty.
5. Advocacy. The consumer spreads the word about your product, helping to bring in more prospective customers.

What to include in a customer journey map.

Customer journey maps are designed to put the consumer front and centre. But you need to know your customer first!

Here are some key elements to include in your customer journey map template:

• Customer persona. A profile of your ideal customer based on buying habits, goals and challenges to understand their motivations and preferences.
• Touchpoints. Any interaction between your customer and your brand, including social media, email newsletters and customer service.
• Stages. The key phases of a customer’s buyer journey, from awareness and purchase through to advocacy.
• Emotions. How your customers feel at each stage of their journey and how it progresses through the path to purchase.
• Opportunities and pain points. Roadblocks and areas for improvement based on patterns and trends in customer feedback.
• Customer goals and expectations. Your customer’s intentions and what they expect from your brand at each stage of their journey.