Create a customer journey map

Use case

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1. Get customer information from Google Analytics and any other data source and use it to build your ideal customer profile and create a buyer persona.

Create a detailed persona that includes demographics, behaviors, personality, and transactional data.

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2. Create a document and catalog customer behavior phases and goals.

Identify in Google Analytics where your current customers start their interaction with your business, and what their goal is. For example, a goal could be to learn about your product or about a topic, to contact customer support, or to buy a service.

Each business has distinct behavior stages depending on its business model and value proposition.

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3. Confirm the current touchpoints of your website in Google Analytics: navigate to Reports > Behavior and click on Behavior Flow.

Record where users interact most with the website, where they drop off, and what section of the website they access the most. The flow report indicates flaws in the customer journey and highlights which section needs improvements.

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4. Create a spreadsheet with a column for each stage of your customer journey, such as Awareness, Consideration, Acquisition, Service, and Loyalty.

The phases differ depending on the industry and type of product you are providing.

Map these stages for the persona you created in the previous steps.

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5. Conduct in-depth interviews with a small sample of customers and conduct website testing to define the goals of each stage of the customer journey.

Scan the results to identify how users interact with your business and whether they reach the goal of each stage. Alternatively, send out customer surveys using email campaigns. 

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6. Segment your audience using customer persona demographics to identify how your ideal customer navigates the website compared to overall traffic.

Use a segmentation model that makes sense for your business. For example, for ecommerce you can use the RFM model, which indicates who your most valuable customers are.

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7. In your customer journey spreadsheet, write the customer's goals under each stage.

For example, in the awareness stage, the user’s goal is to find a solution to their current problem.

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8. Create a new row for the touchpoints users access at each stage of the journey and list where users go to look for solutions.

For example, in the acquisition phase, users access the pricing page of your website and finalize a purchase.

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9. Create a new row for the analyzed data and the key findings for each step.

Write down how you can improve each step of your customer journey to get users to the next stage.

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10. Add a new row with recommendations on specific ways to improve the customer journey using your customer data.

The recommendations are a hypothesis that can be tested to create a more efficient customer journey.

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Current Playbook:

Create a customer journey map

Mar 14, 2022

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