Mapping the Customer Decision Journey

Name: Mapping the Customer Decision Journey
Author: Carol Vollmer Pope

Discover the elements involved in mapping the customer decision journey.

Preview the first lesson free — get full access to all 6 lessons.

Course: On-Demand

It's always important to know where you're going before you get there. Let's go over mapping out the customer decision journey, its stages, the personas you can use, aligning marketing, engaging customers and how to use journey mapping. Customer journey mapping is a visual representation of your customer's journey through all the touchpoints, experiences or interactions with your product, service or company. In fact, 80% of customers say that the experience a company provides is as important as its products and services. This means that customer expectations have been changing throughout their decision-making process. Customer journey mapping offers a way for you to understand what your customer's expectations are and will help you to optimize their experience. There are several benefits to mapping the customer journey. It allows you to track the experience of one type of customer who's taking a very specific path with your company. Mapping helps you understand what's interesting and helpful to your customers about your company and website and what's turning them away. Customer journey maps create a logical order for your buyer journey and help you understand your customer as well as why and when they buy. They benchmark the experience that your customers want against what you actually provide. By mapping the journey, it allows you to create the kind of content that'll attract customers to your company and keep them coming back. Other benefits include creating a new target customer base after researching needs and pain points of typical customers, implementing proactive customer service which allows you to plan your customer experience. This also makes your brand appear more reliable to your base. Improving your customer retention rate, identifying customers that might leave your company by recognizing their common behaviors and actions and creating a customer-focused mentality throughout your company. A clear customer journey map can be shared with your entire organization. By breaking down the customer journey into phases, aligning steps with goals and restructuring your touchpoints, you can maximize your success with your customers.

Intermediate Provider : Carol Vollmer Pope 6 Lessons · 25m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

This course discusses customer journey mapping, which traces how customers move through various touchpoints and experiences of a product or service. You’ll learn to develop customer personas, identify the stages within a customer’s journey, align marketing, engage customers, and use journey mapping to better understand your customers.

What You'll Learn

Develop customer personas to identify specific target markets
Identify the stages within a customer's journey
Apply the eight-step process for creating customer journey maps
Align marketing with the customer experience
Engage customers by integrating customer experience elements into an engagement strategy
Use customer journey mapping to better understand your customers

Key Takeaways

Customer journey mapping traces how customers move through the various touchpoints and experiences of a product or service.
Customer personas can be used to help identify specific target markets.
Creating a customer journey map follows an eight-step creation process.
Aligning marketing with the customer experience is part of effective journey mapping.
Integrating customer service elements supports a stronger customer engagement strategy.

Frequently Asked Questions

What does this course cover?

It covers customer journey mapping, including developing customer personas, identifying the stages within a customer's journey, aligning marketing, engaging customers, and using journey mapping to better understand your customers.

What is customer journey mapping?

Customer journey mapping traces how customers move through the various touchpoints and experiences of a product or service.

What skills will I gain from this course?

You will learn to develop customer personas, identify journey stages, align marketing with the customer experience, and integrate customer service elements into an engagement strategy.

How is the course structured?

The course is organized into lessons covering Introducing Customer Journey Mapping, Develop Customer Personas, Identify Journey Stages, Align Marketing and Customer Experience, Engage Customers by Integrating Customer Experience Elements, and Uses of Customer Journey Mapping.

Does the course teach a specific process for building journey maps?

Yes. It teaches the eight-step creation process of creating customer journey maps.