How to Map Out a Journey: An Epic Step-By-Step Guide
6 exact (and easy) steps for creating the ultimate Customer Journey Map.
So you were given the task of mapping out the Customer Journey Map?
Well, you're at the right place!
This step-by-step guide will show you how to create a Customer Journey Map.
Here is what you DON'T need to have to complete this guide:
Access to complicated, in-depth data.
Artistic skills - look for the FREE TEMPLATES!
How to Map Out the Customer Journey in 6 Exact Steps:
First, Let's Talk about the Customer Journey Map
Customers go through various stages with your company;
From the moment they hear about your product to their decision to renew their subscription.
Each stage has its touchpoints, goals, emotions, expectations, and necessary actions.
With such high stakes, it’s clear that everyone in the company has to be aware of the journey and all of its components.
Step #1: Define (or Identify) the Stages
Before you start writing it all down, you need to have the stages of the journey.
My recommendation: use an existing journey (or funnel) created by another team (marketing, sales, leadership, etc.).
There are two main benefits for it:
It saves you time (a lot of time).
It will be easier to get everyone on the same page.
Step #2: Select a Journey Map
There are a few types of Customer Journey Maps that we can choose from depending on our goals.
Customer Journey Overview: for anyone who wants to see (and share) the entire journey from start to finish.
Psychological Customer Journey: for those who want to understand the psychological status of customers at each stage of the journey.
The Completed Customer Journey Map: have it all under the same place.
Want to see an example of each map? Here it is.
Step #3: Identify the Goals
There are two types of goals:
Ultimate goals: the desired outcomes customers want to achieve.
Stage goals: the specific goals customers want to achieve at each specific stage.
Here is how you can identify these goals:
Speak with your customers and ask for their feedback.
Write down the actions that customers need to take to move forward in the journey.
Step #4: Walk in Your Customer's Shoes
You can't really expect to understand the Customer Journey if you've never taken it, right?
Create an account and take the journey - from sign-up to onboarding and adoption. Take notes of:
All the actions you are required to take to move forward in the journey.
A bonus point if you're able to identify long sequences of actions.
All the touchpoints sent to you and their content.
Anything that's not clear enough.
Step #5: Analyze Customer Emails
Your customers are your true source of information. Use them.
Go through all of the emails sent from customers and try to answer the following questions:
Why are they reaching out?
At what stage are they reaching out?
What are their main complaints?
More specifically, try to identify their pain points so you can quickly solve them.
Step #6: Add It All Up With Templates
Now that you've got everything written down, there is only one thing left:
Add it all to the Customer Journey Templates I've created for you.
Where Do We Go From Here?
Congratulations! Now you know how to map out the Customer Journey.
The next step is to share it with your company and start improving the journey.