Mapping the New Customer Journey
In the first 90 days of the COVID-19 pandemic, ecommerce experienced 10 years of growth, according to experts. At least something’s moving while we’re all stuck at home!
With even more months of recovery ahead, many new consumer habits are projected to stick.
75% of U.S. consumers have tried a new brand during the pandemic crisis, and 60% expect to integrate new brands into their post-COVID-19 lives. -McKinsey Global Institute
Purpose-driven companies are seeing gains and growth on average three times faster than their competitors. -Deloitte Insights
Convenient online shopping is not the only thing swaying customers. Brand values are playing a big role too. Consumers are opting for ethical brands who are committed to driving social impact. This is one of the new normals we could really get used to!
So changemaker, have you seen an increase in your online traffic? If your customer list has grown but your online store and/or digital marketing have not—it’s time to investigate your customer journey.
Today’s customers expect a lot from you. What’s the recipe for success? A seamless online experience built around your brand values.
Explore Your Customer’s New Journey
This is an exercise to achieve a holistic view of how your marketing and sales efforts are working for your customers. If you’re new to this concept—fear not. We’ll dive in and walk you through each step.
⇢Let’s get started.
Step 1: Use the Sales Funnel As the Starting Point
Back in the day, the sales funnel was the customer journey. With today’s multi-channel marketing, it’s simply the starting point.
There are many types of sales funnels based on industry, especially for businesses with a dedicated sales team. For small businesses with just a few people at the helm, we recommend the simple funnel: Awareness, Consideration, Decision, Retention.
Next, you’ll add the general steps you need the customer to take to get through the sales funnel. Each stage should have a handful of simple actions.
Step 2: Create a List of Marketing Touchpoints
Once you have the steps down, create a list of marketing channels you use to engage customers. This should include email, social media, your website, and other tactics such as advertisements, earned media, third-party review sites, and more.
From here, list out the touchpoints you use at each step in the customer’s journey down the sales funnel. This includes how they find you, what they do on your site, how they are engaged pre and post-purchase.
Step 3: Define the Customer’s Actions & Emotions Along the Sales Funnel
Time to get comfy in the customer’s seat. In this part of the exercise, you consider a few simple questions for every stage of the customer’s journey. These are focused on the emotional motivators and actions taken by your customer. When you look at the sales funnel from the customer’s view, you can uncover opportunities as well as obstacles and pain points.
Keep in mind key motivators that are driving the new customer journey—including your brand values, social impact, and commitment to the environment. How and where can you add these motivating factors into the customer journey in a way that sells the customer on more than just your product.
Step 4: Add in New Opportunities
Use your answers from the chart above to see if there are any opportunities to improve the customer journey. Anticipate what your audience needs and expects at each stage.
For example, are you introducing your brand values in the awareness stage? Would an FAQ page help a customer in the consideration stage? Would an introductory discount help at the decision stage? Nothing is out of reach! Brainstorm your heart out.
Here are some other ideas to help you uncover new engagement and sales opportunities:
⇢ Is your sales funnel front-loaded? Nurturing existing customers is just as important as attracting new ones. Some businesses report investing 5% more resources into customer retention practices can result in 25-95% more profit.
⇢ Are you providing opportunities for feedback? Consider using surveys to ask your audience what they need, want, and expect from you.
⇢Nothing replaces the human touch. Brainstorm authentic ways to connect. Open your email and direct messages up for questions. Engage with your customers and partners on social media. Be authentic and keep it consistent.
Step 5: Analyze, Test, and Adjust the Journey
The map remains hypothetical until you try it out yourself. Walk through the journey with each customer persona in mind.
Review the touchpoints and analyze the results. Using data and metrics to uncover pain points. For example, where do people exit your website without purchase? Are people converting where and when you expect?
Your map will help uncover a wide range of areas to improve your customers experience. But don’t get overwhelmed. Your customer journey map is always evolving, alongside your customers’ needs, buying habits, and emotional motivators.
We’re here to help!
Braving the new ecommerce landscape can be daunting if you’re doing it alone. Our team is here to help you map and improve your customer journey. We want to keep your customers happy, inspire, and coming back for more.
Get in touch and we can provide any and all information to help improve your online engagement and e-commerce. Reaching out is the first step towards progress!