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Understanding Customer Journey Mapping

Customer journey mapping involves looking at every interaction a customer has with a brand from the initial awareness to the post-purchase customer relationship marketing. This strategy is extremely beneficial for businesses that are seeking to improve their customer experience. By analysing each stage and touchpoint of the customer journey, businesses can identify areas for improvement, boost engagement and refine their strategy to enhance overall customer satisfaction.


WHY IS CUSTOMER JOURNEY MAPPING IMPORTANT?

By mapping out the customer journey, businesses can pinpoint any issues in their process and address them. This will lead to a smoother and more enjoyable experience for their customers. When they encounter fewer problems and have positive experiences, they are more likely to return and be loyal to your brand, as well as refer your brand to others.  Moreover, companies that understand and improve their customer journey can differentiate themselves from competitors who may not be as focused on the customer experience.


 THE 5 STAGES OF CUSTOMER JOURNEY MAPPING

There are 5 stages to the customer journey. These 5 stages help to visualise and understand the process that customers go through when interacting with a brand. This map then helps businesses to determine what is working and what is not for their customers. A visual tool like this is easy to distribute as a resource to employees to help them also understand how they can better serve customers.

Customer Journey Mapping

STAGE ONE: AWARENESS

How customers first learn about your brand.

This is the first step in the customer journey where potential customers initially learn about your brand. This stage is crucial because it is the potential customer’s first impression and sets the foundations for future interactions.

Key touchpoints at this stage:
  • Content marketing: quality content will build brand awareness and establish credibility. Blog posts and video content are just a couple of examples that provide valuable information about your brand and will engage potential customers.
  • Advertising: effective advertising should capture the attention of potential customers and communicate a captivating message about your brand. This includes digital advertising such as Google Ads and social media ads.
  • Social media: social media platforms are important for reaching and engaging with your target audience as it increases online visibility.
  • Referrals: recommendations from friends, family or influencers can massively impact brand awareness, especially through word-of-mouth.
  • SEO: this is crucial for online visibility in search engines. It ensures that when a customer is searching for something relevant to your business that your business shows up.

To ensure that your strategy is optimised at this stage, create content that is relevant and addresses the interests and needs of your audience. Moreover, engage with your followers to build relationships with them and establish yourself as a brand that cares about its customers.

 

STAGE TWO: CONSIDERATION

Where customers evaluate your products and services.

In the consideration stage, potential customers who are now aware of your brand will evaluate your offerings, sometimes against competitors, and decide whether your products or services meet their needs.

Key touchpoints at this stage:
  • Website: your website is usually the primary resource for potential customers who are looking for more information about your business and its offerings so make sure it is user-friendly, informative and, of course, optimised for mobile devices.
  • Social media: another popular resource for finding information about businesses in the modern-day is through a brand’s social media. Consumers are likely to search for you on social media platforms so make sure you have a presence and share engaging content.
  • Customer service: pre-sales support can help to answer questions and build trust with potential customers.
  • Product pages: product pages with detailed descriptions, high-quality images and customer reviews will help potential buyers to assess the value of your offerings.
  • Reviews: positive reviews and testimonials can reassure potential customers about the quality and reliability of your offerings, further encouraging them to purchase.

Making sure that your product pages are detailed, improving the functionality of your website and providing help to potential customers are all ways that will improve the quality of each touchpoint at this stage of the customer journey.

 

STAGE THREE: PURCHASE

The point at which customers decide to make a purchase.

The stage where we find out if this lead is going to become a customer. This is a critical point in the customer journey which can influence their overall satisfaction and future loyalty, as well as determine if they will become a repeat customer.

There are two parts to the purchase stage.

  1. Part one- the final considerations before purchasing.
  2. Part two- the purchase itself and immediately afterwards.
Key touchpoints at this stage:
  • Checkout process: a smooth checkout process can be the difference between a successful purchase or an abandoned cart. Minimise the steps required to complete the purchase, offer multiple payment options and ensure security.
  • Promotions and discounts: special offers, discounts and limited-time promotions can be very encouraging for customers to finalise their purchase.
  • Confirmations: make sure to send an order and/or payment confirmation to the customer that includes a detailed confirmation of the purchase, a summary of the items, the price and an estimated delivery date. This gives the customer peace of mind that the order has been successful and provides important information.
  • Customer support: offer support channels for customers to raise any issues, questions or concerns about their purchase.

Tip: keep customers informed about their order status and delivery updates (if required) to improve customer satisfaction. This reassures them that everything is smooth with their purchase and builds trust.

 

STAGE FOUR: RETENTION

Follow-up interactions including customer support, feedback and customer relationship marketing.

This is where customer satisfaction and loyalty are built. This stage places focus on maintaining a positive relationship with its customers after they have made a purchase.

Key touchpoints at this stage:
  • Follow-ups: follow-ups such as through emails thanking customers for their purchase and keeping them updated will be appreciated.
  • Loyalty programs: implement loyalty programs or rewards for repeat purchases to encourage repeat business and build relationships with your customers.
  • Customer support: offering ongoing support and addressing any issues in a timely and helpful way will help to ensure that your customers are satisfied and feel valued.
  • Feedback and surveys: collect valuable feedback to understand your customers more and find areas for improvement. When you have this feedback, make sure you act on it and address any issues.

 

STAGE FIVE: ADVOCACY

Where customers become advocates for your brand.

This is where your satisfied customers become brand advocates, sharing their positive experiences with others and influencing potential new customers.

Key touchpoints at this stage:
  • Referral programs: provide incentives and rewards for customers who refer friends and family.
  • Social media sharing: make it easy for customers to share their positive experiences with you on social media and highlight these success stories to build credibility.
  • Customer testimonials: recognise and engage with customers who actively promote your brand. Feature testimonials and case studies from satisfied customers on your website and marketing materials.

Each stage and touchpoint in the customer journey plays an important role in shaping the overall customer experience. By understanding and knowing how to optimise these interactions, businesses can create a more seamless, enjoyable and effective experience for their customers. Every touchpoint offers the chance for improved satisfaction and relationships with customers. Investing time into refining each stage of the customer journey will not only enhance customer experience but it will also drive long-term success and growth for your business.

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