Strategy

Customer journey mapping

Customer journey maps give you valuable insights, helps you understand customer expectations and ensure that you can predict and influence consumer behaviour. They are essential to providing a visual representation of every experience your customers have with you, telling a story of a customer’s experience with your brand from original engagement into a long-term relationship.

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WHAT IS A CUSTOMER JOURNEY MAP?

A customer journey map is a visual tool that helps marketers to outline the story of a customer’s experience from the first interaction with their business, to the development of a long-term relationship from the client’s point of view. By designing customer personas, you can gain valuable insights into what your customers’ expectations are at each step of their journey, and you can predict and influence consumer behaviour. This, in turn, optimises the conversion process.

How do EDGE map customer journeys?

Developing your customer personas is imperative to your marketing processes. It ensures that you can see where customers interact with your business, ensuring your marketing can be focused on the needs your target audience is likely to have at different stages in the buying funnel.

At EDGE Creative, our experience working on a range of different target audiences for our clients ensures that we have a thorough customer journey mapping process in place. This ensures we can support our clients in their marketing targets, every time. Our processes are:

Our Customer Journey Mapping Process

01
STEP ONE: DEVELOP BUYER PERSONAS

We have already done this through developing our customer personas.
02
STEP TWO: CUSTOMER STAGES

Before we have mapped out your customers journey, we will figure out the stages your customer goes through to encounter your brand. These customer steps are often referred to as the marketing funnel, which is the customer acquisition model consisting of awareness, consideration, decision and retention.
03
STEP THREE: UNDERSTANDING CUSTOMER GOALS

Understand your customers goals is imperative to the success of your marketing processes. By understanding what your customer wants to achieve, you can plan the map.
04
STEP FOUR: IDENTIFY TOUCHPOINTS

Touchpoints are the interactions the customer has with your brand at each customer stage. For example, awareness stage touchpoints are likely to include short-form post-click landing pages, case studies, webinars and blogs.
05
STEP FIVE: CONSIDER CUSTOMER EMOTIONS

The client’s journey is told from the customer’s perspective. So, keeping into consideration which emotion (whether delight or frustration) your customer is likely to feel helps you ascertain if they will move from one stage to the other.

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