What about research
The best customer journeys are realistic and authentic. To make this happen your mapping must be rooted in your data.
- Qualitative: Customer reviews, social comments, etc
- Quantitative: Website analytics, customer surveys, etc
Conducting your own customer and market research can give your customer journey even greater authenticity. Things to try:
- Focus groups of target customers
- One-to-one interviews with customers
- In-store observations of how people shop
- Competitor analysis of websites
Bringing your map together
Get your whiteboard and markers. Sketch out each of the above sections on their own section of the board.
- Customer journey stage
- Customer and context
The idea is the sections are interrelated. So, you can see which elements of your customer profile relate to the awareness stage, which touchpoints and engagements are linked to the purchase stage, etc.
Your list should now evolve into a graphic – something interactive that teams can engage with and edit is ideal. But it doesn’t have to be hugely sophisticated – a static flow diagram is better than nothing.