How to Use the Customer Journey Map Canvas
A customer journey map is a visual representation of the steps that a customer takes to achieve a goal with your company. It helps you to understand your customers' needs, motivations, and pain points at each stage of their journey. This information can then be used to improve the customer experience and increase conversions.
To use the customer journey canvas, simply fill in the different sections with the relevant information for your product or service. For each stage of the customer journey, identify the customer's needs, thoughts, feelings, and actions. Then, identify the touchpoints that the customer has with your business at each stage of the journey. Finally, identify opportunities to improve the customer experience at each stage of the journey.
Why is it important to map the customer journey?
There are many benefits to mapping the customer journey, including:
Improved customer experience: By understanding the customer journey, you can identify and address any pain points or bottlenecks. This can lead to a more positive and seamless experience for your customers.
Increased conversions: By understanding where customers are dropping out of the funnel, you can make targeted improvements to increase conversions.
Better product and service development: Customer journey maps can help you to identify new opportunities for product and service development.
Improved team alignment: Customer journey maps can be used to align different teams within your company around the customer experience.
How to use the Customer Journey Map Canvas
The Customer Journey Map Canvas is a simple but effective tool for mapping the customer journey. It is divided into the following sections:
Persona. Who is the customer persona that you are mapping the journey for?
Goal. What is the customer's goal?
Step. What step is the customer taking in their journey?
User actions. What does the customer do at this stage of their journey?
User goals. What are the customer's goals at this stage of their journey?
Business goal: What are the company's goals at this stage of the customer journey?
Behavioural metric. This is a quantitative metric that measures customer behavior at this stage of the journey, such as click-through rate (CTR) or conversion rate.
Attitudinal data. This is qualitative data that provides insights into the customer's thoughts and feelings at this stage of the journey, such as quotes from interviews or customer surveys.
Pain points. What are the customer's pain points at this stage of the journey?
Opportunities. What are the opportunities to improve the customer experience at this stage of the journey?
Screenshot of the website or app (when applicable). This can be used to illustrate the customer's experience at this stage of the journey.
How to use the Customer Journey Map Canvas
Define the persona and goal. Who is the customer persona that you are mapping the journey for? What is their goal?
Identify the customer journey steps. What are the steps that the customer takes to achieve their goal? Group these steps based on the conversion funnel (e.g., awareness, consideration, purchase, and post-purchase).
Fill in the canvas for each step in the customer journey. What are the user actions, user goals, business goal, behavioural metric, attitudinal data, pain points, and opportunities at each stage of the journey?
Share the customer journey map with your team. Discuss the insights that you have gained and develop a plan to improve the customer experience.
Tips for using the Customer Journey Map Canvas
Here are some additional tips for using the Customer Journey Map Canvas:
Use multiple channels. The customer journey can take place across multiple channels, such as your website, social media, and email. Be sure to map the customer journey across all of the channels that your customers use.
Consider different customer types. Do you have different types of customers with different needs and goals? If so, you may want to create separate customer journey maps for each type of customer.
Update your customer journey maps regularly. The customer journey can change over time, so it is important to update your customer journey maps regularly. This will help you to ensure that you are providing the best possible customer experience.
Use customer journey maps to make decisions. Customer journey maps can be used to make decisions about all aspects of your business, from product development to marketing. By understanding the customer journey, you can make decisions that are aligned with the needs of your customers.
Example
Here is an example of how to use the Customer Journey Map Canvas:
Persona: 30-something female professional
Goal: To purchase a new pair of running shoes
Step: Awareness
User actions: Visits your website, reads blog posts about running shoes, follows you on social media
User goals: To learn more about different types of running shoes, to compare prices and features of different shoes
Business goal: To increase brand awareness and drive traffic to your website
Behavioural metric: Website traffic, social media engagement
Attitudinal data: "I'm not sure what type of running shoe is right for me."
