Step 1: Identify Business Objectives
The first stage is to establish specific goals for your company and its clients. Determine whether your company’s goal is to provide a flawless online buying experience or to launch a new product or service. Identifying these goals at the start of customer experience mapping allows companies to understand the scale of the changes that must be made. Making buyer personas can help you tailor the customer experience map to each of your target personas.
Step 2: Collect Customer Feedback
The next stage in mapping the customer experience is to undertake consumer research to determine their preferences. This may be accomplished through the use of net promoter score surveys, quizzes, and user testing. Make certain that these surveys and questions are only sent to existing and potential customers, since feedback from those who have already purchased or are extremely interested in purchasing is the most significant.
Step 3: Narrow Down Target Personas, But Don’t Group Them Together
After you’ve discovered your buyer personas, filter them down to the two or three that are most critical to your organisation. The personas that contact with your brand the most should be the most significant groups. At this point, avoid grouping numerous buyer personas together since the customer experience map should reflect the unique journey that each persona takes while purchasing from your website. The map will not appropriately show each persona’s journey to purchase if they are clustered together.
Step 4: List Out All the Touchpoints
Touchpoints are the points at which your brand interacts with a prospect, lead, or customer. Remember that touchpoints include involvement on social media, organic search, paid advertisements, email marketing, and third-party review websites such as Yelp. Each touchpoint must create a seamless experience for each individual. Based on the data gathered from customer feedback, list all of the touchpoints that your customers and prospective customers presently utilise. Include any extra touchpoints that your team believes customers should connect with.
Step 5: Discover Your Advantages & Uncover Opportunities for Improvement
Customer experience mapping should include practically every area of your eCommerce organisation. Discovering your advantages entails looking at all of the steps your organisation takes to provide a flawless consumer experience. Take note of everything your company does successfully in terms of optimising the purchase decision process. At the same time, this will assist you in identifying areas for improvement. If your squad is deficient in one area, you’ll see it on the map and realise how you can improve on what you were doing earlier.
Step 6: Test the Customer Journey Yourself & Make Updates
After you’ve completed your customer experience map, the next step is to put it to the test. Until it is developed and tested, the entire mapping process is speculative. Take the route that each buyer persona would take to test it out. This includes reviewing social media posts, reading and responding to emails, and searching for relevant keywords on a search engine such as Google.
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