{"id":6662,"date":"2021-07-22T15:22:10","date_gmt":"2021-07-22T12:22:10","guid":{"rendered":"https:\/\/adoric.com\/blog\/?p=6662"},"modified":"2023-07-11T08:49:26","modified_gmt":"2023-07-11T05:49:26","slug":"a-guide-to-creating-and-optimizing-customer-journey-map","status":"publish","type":"post","link":"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/","title":{"rendered":"A Guide to Creating and Optimizing Customer Journey Map"},"content":{"rendered":"<p>As a savvy marketer, understanding how your customers transition through their buying journey is important for succeeding in business. This is why having an optimized Customer Journey Map (CJM) in your marketing arsenal is of great essence.<\/p>\n<p>But do you even know what a CJM is all about? Ever used one before?<\/p>\n<p>Well, not to worry; these questions &#8211; and many more &#8211; will be answered in this guide.<\/p>\n<p>And if you have already created one, this guide will show you how to optimize it.<\/p>\n<p>So, here are the points that we shall be discussing:<\/p>\n<ul id=\"scroll-links\">\n<li><a href=\"#understanding\">Understanding the customer journey map <\/a><\/li>\n<li><a href=\"#why\">Why do you need a customer journey map <\/a><\/li>\n<li><a href=\"#how\">How to create a customer joueney map <\/a><\/li>\n<li><a href=\"#best\">Best practices for creating a customer journey map<\/a><\/li>\n<li><a href=\"#customer\">Customer journey mapping tools with templates <\/a><\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_66_1 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#Understanding_the_Customer_Journey_Map\" title=\"Understanding the Customer Journey Map\">Understanding the Customer Journey Map<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#Why_Do_You_Need_A_Customer_Journey_Map\" title=\"Why Do You Need A Customer Journey Map?\">Why Do You Need A Customer Journey Map?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#1_Better_Understanding_of_Your_Customers\" title=\"1. Better Understanding of Your Customers\">1. Better Understanding of Your Customers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#2_Improved_Customer_Experience\" title=\"2. Improved Customer Experience\">2. Improved Customer Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#3_Optimized_Marketing_Strategy\" title=\"3. Optimized Marketing Strategy\">3. Optimized Marketing Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#4_Efficient_Teamwork\" title=\"4. Efficient Teamwork\">4. Efficient Teamwork<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#5_Increased_Conversion_Rates\" title=\"5. Increased Conversion Rates\">5. Increased Conversion Rates<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#6_Retain_Existing_Customers\" title=\"6. Retain Existing Customers\">6. Retain Existing Customers<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#How_To_Create_A_Customer_Journey_Map\" title=\"How To Create A Customer Journey Map\">How To Create A Customer Journey Map<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#1_Set_A_Goal\" title=\"1. Set A Goal\">1. Set A Goal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#2_Create_Your_Personas\" title=\"2. Create Your Personas\">2. Create Your Personas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#3_Choose_Your_Target_Personas\" title=\"3. Choose Your Target Personas\">3. Choose Your Target Personas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#4_List_Out_Interactions_Steps_and_TouchPoints\" title=\"4. List Out Interactions, Steps, and TouchPoints\">4. List Out Interactions, Steps, and TouchPoints<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#5_Take_an_Inventory_of_Available_Resources\" title=\"5. Take an Inventory of Available Resources\">5. Take an Inventory of Available Resources<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#6_Make_Changes\" title=\"6. Make Changes\">6. Make Changes<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#Best_Practices_for_Creating_A_Customer_Journey_Map\" title=\"Best Practices for Creating A Customer Journey Map\">Best Practices for Creating A Customer Journey Map<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#1_Keep_It_Simple\" title=\"1. Keep It Simple\">1. Keep It Simple<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#2_Be_Fully_Equipped\" title=\"2. Be Fully Equipped\">2. Be Fully Equipped<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#Customer_Journey_Mapping_Tools_with_Templates\" title=\"Customer Journey Mapping Tools with Templates\">Customer Journey Mapping Tools with Templates<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#1_Miro\" title=\"1. Miro\">1. Miro<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#2_Mural\" title=\"2. Mural\">2. Mural<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#3_Smaply\" title=\"3. Smaply\">3. Smaply<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#4_Custellence\" title=\"4. Custellence\">4. Custellence<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/a-guide-to-creating-and-optimizing-customer-journey-map\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"understanding\"><span class=\"ez-toc-section\" id=\"Understanding_the_Customer_Journey_Map\"><\/span>Understanding the Customer Journey Map<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Converting a potential customer into a paying client involves building enough trust from the moment they hear about your brand, up to the moment they make a purchase on your website.<\/p>\n<p>But how is it possible to keep track of a customer\u2019s interactions with your brand every step of the way? A customer journey map is your answer.<\/p>\n<p>What is a customer journey map? Think of it as a map that leads you through unfamiliar terrain.<\/p>\n<p>A customer journey map, also called a buyer journey is a chart that shows the steps your customers have to go through as they engage with your brand.<\/p>\n<p>It helps you answer these questions:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Where do customers start their journey with your brand?<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">What do they feel about your company\u2019s service and your brand as a whole?<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Which of their actions impact your business directly?<\/li>\n<\/ul>\n<p>Here\u2019s what a basic customer journey map looks like:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6663 lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Customer-Journey-Map.jpg\" alt=\"Customer Journey Map\" width=\"1050\" height=\"678\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1050px; --smush-placeholder-aspect-ratio: 1050\/678;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6663\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Customer-Journey-Map.jpg\" alt=\"Customer Journey Map\" width=\"1050\" height=\"678\" \/><\/noscript><\/p>\n<p><i>Originally designed by <\/i><a target=\"_blank\" href=\"https:\/\/dapperapps.com.au\/\"><i>DapperApps<\/i><\/a><\/p>\n<p>Recognizing your customers\u2019 pain points provides you with a chance to fix these frustrations, thereby improving the <a target=\"_blank\" href=\"https:\/\/www.zendesk.com\/blog\/why-companies-should-invest-in-the-customer-experience\/\"><strong>customer experience<\/strong><\/a> in your company.<\/p>\n<p>Although you might have access to tools that track your customers\u2019 interactions and transactions, this data isn&#8217;t enough to point out your customer\u2019s frustrations or tell the whole story of what they experience with your company from start to finish.<\/p>\n<p>This is why profiling your customers using a buyer persona is important. Buyer personas makes it possible for you and your team to have an in-depth understanding of your customer\u2019s buying experience.<\/p>\n<p>Let me make an illustration at this point.<\/p>\n<p>Have a look at this customer journey map by <a target=\"_blank\" href=\"https:\/\/www.lucidchart.com\/blog\/\">Lucidchart<\/a>. It is based on a buyer persona, \u201cSarah\u201d. Notice how easy it is to understand?<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6664 lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Buyer-persona.jpg\" alt=\"Buyer Persona\" width=\"875\" height=\"622\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 875px; --smush-placeholder-aspect-ratio: 875\/622;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6664\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Buyer-persona.jpg\" alt=\"Buyer Persona\" width=\"875\" height=\"622\" \/><\/noscript><\/p>\n<p>Let me explain this chart a little:<\/p>\n<p>Each step of this customer journey map consists of a sequence of actions carried out by Sarah: <b>decide<\/b>, <b>travel<\/b>, <b>experience<\/b>, <b>return<\/b>. These steps are then further broken down into smaller actions Sarah would perform throughout her buying journey.<\/p>\n<p>Each of these interactions is referred to as touchpoints. Touchpoints are points of contact or interactions your customer has with your brand while trying to achieve a goal.<\/p>\n<p>One of the actions listed under Sarah\u2019s decision process is when she buys a ticket online using her phone. In this case, the brand\u2019s touchpoint she comes in contact with would be a website or mobile app. Her experience at every touchpoint will help her form an impression of the brand, whether good or bad.<\/p>\n<p>Thus, <a target=\"_blank\" href=\"https:\/\/zeotap.com\/blog\/customer-journey-touchpoints\/\">every touchpoint is an opportunity<\/a> for the brand to improve its customer experience. So, the brand will probably be asking the questions: How responsive is our website on mobile devices? How long does it take to complete the checkout process? Do we need to <a target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/checkout-optimization-strategies\/\">optimize the checkout process<\/a>? etc. Getting the point?<\/p>\n<p>An in-depth view of these seemingly minor details will not only allow you to understand your customers but also influence each little step, thereby leading to an optimized and seamless conversion process.<\/p>\n<h2 id=\"why\"><span class=\"ez-toc-section\" id=\"Why_Do_You_Need_A_Customer_Journey_Map\"><\/span>Why Do You Need A Customer Journey Map?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What better way is there to improve your business than enhancing the services you provide to your customers?<\/p>\n<p>A customer journey map not only helps you to identify how customers interact with your brand, it also helps you to understand their motives. When you know that, improving your customer experience wouldn\u2019t be much of a problem.<\/p>\n<p>But there are other additional benefits of <a target=\"_blank\" href=\"https:\/\/terakeet.com\/blog\/customer-journey-map\/\">creating a concise customer journey map<\/a>. They are as follows:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Better_Understanding_of_Your_Customers\"><\/span>1. Better Understanding of Your Customers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>An in-depth analysis of the CJM allows you to access your consumer\u2019s emotions and know what elements of your brand brought about those emotions. It provides a clearer picture of a customer\u2019s journey and solidifies this picture into something you and your team can understand more clearly.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Improved_Customer_Experience\"><\/span>2. Improved Customer Experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Another significant benefit of the customer journey map is its ability to help you identify user pain points. Knowing your customers\u2019 pain points makes it easy for you to see gray areas where your brand falls short of expectations.<\/p>\n<p>When you know these pain points, improving your customers\u2019 experience won\u2019t be much of a problem.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Optimized_Marketing_Strategy\"><\/span>3. Optimized Marketing Strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When you know the route prospects go through in converting into paying customers, you will know the best marketing strategy to use. This saves you the trouble of guesswork and unnecessary trial and error.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Efficient_Teamwork\"><\/span>4. Efficient Teamwork<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you run your business alongside a team of other individuals, you\u2019ll need their collective strengths to make things work. But sometimes, these individuals have different views on how to handle problems.<\/p>\n<p>A customer journey map lays the facts bare and cuts out time spent debating different hypotheses at strategy meetings.<\/p>\n<p>In-depth profiling of customer behavior using a customer journey map also takes away the need for guesswork. It gets the major part of your team\u2019s work done, leaving them to focus on coming up with customer-centric solutions.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Increased_Conversion_Rates\"><\/span>5. Increased Conversion Rates<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Optimizing your customers\u2019 buying journey can actually help to increase your conversion rates. But how exactly?<\/p>\n<p>As you begin to implement the insights from your customer journey map, you\u2019ll make it easier for your customers to engage with your brand.<\/p>\n<p>Studying your customer journey map also helps you to optimize your sales funnel and pull more conversions from every single campaign. At the end of the day, your customers get excellent service, and you make sales, a win for both ends.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Retain_Existing_Customers\"><\/span>6. Retain Existing Customers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While hunting for new customers and prospects is important, keeping existing ones is equally- if not more &#8211; important.<\/p>\n<p>Creating a CJM gives you insights on pain points your customers may be experiencing with your brand. By solving these pain points, you\u2019ll gradually improve your customer <a target=\"_blank\" href=\"https:\/\/www.plecto.com\/blog\/customer-service\/metrics-for-retention\/\">retainment rate<\/a>.<\/p>\n<p>Improved retainment rate leads to increased <a target=\"_blank\" href=\"https:\/\/www.inturact.com\/blog\/customer-loyalty-for-saas\">brand loyalty<\/a>. What\u2019s more, your existing customers just might turn into advocates of your brand after you knock their socks off with excellent customer experience; you never know!<\/p>\n<h2 id=\"how\"><span class=\"ez-toc-section\" id=\"How_To_Create_A_Customer_Journey_Map\"><\/span>How To Create A Customer Journey Map<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When it comes down to creating a customer journey map, there is no one-size-fits-all method. Your customers are unique and go through a different experience with you than they do with other brands.<\/p>\n<p>In the same way, the pain points they experience with your brand might vary entirely from what they experience with your competition.<\/p>\n<p>A customer journey is never linear. This is why it is best represented in visual forms like flow charts, diagrams, or even <a target=\"_blank\" href=\"https:\/\/visme.co\/blog\/what-is-an-infographic\/\">infographics<\/a>.<\/p>\n<p>Creating a customer journey map is both art and science. Here are detailed steps to go about it:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Set_A_Goal\"><\/span>1. Set A Goal<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Having a distinct, clear goal is the very first step to creating a CJM. What pain point, exactly, do you want to address?<\/p>\n<p>Your objective will determine the customer persona you will need for your mapping process. We\u2019ll talk about personas shortly.<\/p>\n<p>Your objectives have to be clear and concise to make your mapping easy. Some common goals that businesses keep in mind when creating a customer journey map include:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Identify business flaws<\/b>: For example, flaws in your sales funnel.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Get valuable insights<\/b>: You will want to know all you can about your customers and their preferences.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Solve challenges<\/b>: Fix whatever loophole that is in your sales cycle.<\/li>\n<\/ul>\n<p>Your goal will also determine the scope of your journey map. A high-level journey map provides an overview of the customer\u2019s end-to-end experience, while a more detailed map focuses on one aspect of the whole journey, e.g., the checkout process on your website.<\/p>\n<p>If it\u2019s your first journey map, you may be confused about how detailed your map should be. It might be helpful to create a high-level journey map that provides an overview of your customer experience. You can then choose a step and zoom in on it for subsequent maps.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Create_Your_Personas\"><\/span>2. Create Your Personas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A persona is an embodiment of all the attitudes, behaviors, and demographics that a typical real customer will exhibit. Without it, no map creation process is ever complete.<\/p>\n<p>But how do you create the perfect buyer persona? Simply interview your customers.<\/p>\n<p>An easy way to do so is by sending out a survey to your active customers, would-be customers, anyone who had previously engaged with your brand. You can even go as far as reaching out to your competitors\u2019 customers.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Choose_Your_Target_Personas\"><\/span>3. Choose Your Target Personas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>After carrying out a survey, you\u2019ll find that you have different types of customers. But you can\u2019t have too many personas, or your mapping process will get confusing.<\/p>\n<p>A customer journey map is supposed to help to narrow down customer interactions with your brand. Hence why you need to avoid targeting too many personas at a time.<\/p>\n<p>Remember we talked about setting goals for your customer journey map? With your goal in mind, create a persona for customers that share the same experiences at significant touchpoints. It is important to choose not more than one or two personas for your mapping.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_List_Out_Interactions_Steps_and_TouchPoints\"><\/span>4. List Out Interactions, Steps, and TouchPoints<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The next step is to list out all significant interactions your target audience have with your brand. Note that these touchpoints aren\u2019t limited to your website. They could also include your social media handles, third-party websites displaying your ads, or a word-of-mouth referral from a friend.<\/p>\n<p>A list of these touchpoints gives you an overview of how involved a customer is with your brand. It helps you to quickly understand the needs your customers want to meet by using your brand, what elements they interact with, problems they face (pain points), and possible solutions to these problems.<\/p>\n<p>It\u2019s okay to come up with many touchpoints for your map. List every single one you can think of. Don\u2019t stop there, though. Review this list and choose the significant touchpoints that actually lead the customer to a decision. These touchpoints should be the basis for your journey map.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Take_an_Inventory_of_Available_Resources\"><\/span>5. Take an Inventory of Available Resources<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Creating a customer journey map can be an exhaustive process. Because it comprises small but important details that cut across all elements that make up your business, you will need some resources to reach your required goals.<\/p>\n<p>The next important step to creating a customer journey map is to take inventory of all available resources and decide what else you require to create your business customer journey map.<\/p>\n<p>This step also enables you to know which problems affect your business and what tools you\u2019ll need to fix these flaws. Thankfully, the customer journey map enlightens you on what tools to invest in for <a target=\"_blank\" href=\"https:\/\/saaswins.io\/\">business progress and growth<\/a>, so you don\u2019t have to guess or overthink.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Make_Changes\"><\/span>6. Make Changes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Creating a customer&#8217;s journey map isn\u2019t the end; rather, it\u2019s a means to an end. It is important to analyze the results of your map and make the appropriate changes that your brand requires.<\/p>\n<p>For example, if your map indicates that your checkout flow is too long, it\u2019s apparent that you need to do something about it. The whole point of creating a customer journey map is to optimize your business and make whatever necessary change to succeed.<\/p>\n<h2 id=\"best\"><span class=\"ez-toc-section\" id=\"Best_Practices_for_Creating_A_Customer_Journey_Map\"><\/span>Best Practices for Creating A Customer Journey Map<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are certain housekeeping rules to follow while creating a customer journey map. They are as follows:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Keep_It_Simple\"><\/span>1. Keep It Simple<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There is no need to complicate matters. Yes, a customer journey map needs to be detailed, but don\u2019t get hung up on intricate details, so you don\u2019t further confuse things for yourself and your team.<\/p>\n<p>The goal is to have a customer journey map that your team can easily understand. It makes teamwork easier.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Be_Fully_Equipped\"><\/span>2. Be Fully Equipped<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Having all the needed data and tools at hand will make your CJM creation process seamless.<\/p>\n<p>Make sure you have everything you need to create and analyze your map at every point. You\u2019ll need a <a target=\"_blank\" href=\"https:\/\/www.dialpad.com\/blog\/huddle-room\/\">huddle room<\/a>, a board, markers, sticky notes, etc. You\u2019ll also need a mapping tool such as Smaply to digitize your map seamlessly. If you choose to use a <a target=\"_blank\" href=\"https:\/\/hive.com\/blog\/excel-alternatives\/\">spreadsheet tool like Excel<\/a>, that works too, but specialized tools give you a more seamless experience.<\/p>\n<h2 id=\"customer\"><span class=\"ez-toc-section\" id=\"Customer_Journey_Mapping_Tools_with_Templates\"><\/span>Customer Journey Mapping Tools with Templates<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you don\u2019t want to reinvent the wheel by starting your customer journey map from scratch, templates are the way to go. They provide a kind of foundation on which you can base your testing and research on, thus saving you time.<\/p>\n<p>What\u2019s more, you can always keep them for subsequent similar maps you have to create. Here are some tools that provide templates:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Miro\"><\/span>1. Miro<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a target=\"_blank\" href=\"https:\/\/miro.com\/templates\/customer-journey-map\/\">Miro<\/a> has a very friendly, intuitive user interface. It has simple formats that you can easily adopt, minimalistic graphics to tone down distraction, and simple step-by-step directions on using the templates. Here\u2019s one of the templates it comes with:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6665 lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Miro-Customer-Journey-Template.jpg\" alt=\"Miro Customer Journey Template\" width=\"952\" height=\"538\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 952px; --smush-placeholder-aspect-ratio: 952\/538;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6665\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Miro-Customer-Journey-Template.jpg\" alt=\"Miro Customer Journey Template\" width=\"952\" height=\"538\" \/><\/noscript><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Mural\"><\/span>2. Mural<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a target=\"_blank\" href=\"https:\/\/www.mural.co\/templates\/customer-journey-map\">Mural<\/a> is another easy-to-use tool that provides you with helpful instructions, examples, and templates to inspire and guide you as you create your journey map.<\/p>\n<p>Here\u2019s how one of its templates look like:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6666 lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Mural-Customer-Journey-Template.jpg\" alt=\"Customer Journey Map\" width=\"1366\" height=\"768\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1366px; --smush-placeholder-aspect-ratio: 1366\/768;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6666\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Mural-Customer-Journey-Template.jpg\" alt=\"Customer Journey Map\" width=\"1366\" height=\"768\" \/><\/noscript><\/p>\n<p>Want a closer look? Here\u2019s the first stage of the template- the prework stage:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone d-table mx-auto size-full wp-image-6667 lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Customer-journey-map-template.jpg\" alt=\"Customer Journey Map Template\" width=\"634\" height=\"659\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 634px; --smush-placeholder-aspect-ratio: 634\/659;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone d-table mx-auto size-full wp-image-6667\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Customer-journey-map-template.jpg\" alt=\"Customer Journey Map Template\" width=\"634\" height=\"659\" \/><\/noscript><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Smaply\"><\/span>3. Smaply<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a target=\"_blank\" href=\"https:\/\/www.smaply.com\/\">Smaply<\/a> is another Customer Journey Mapping tool you can\u2019t go wrong with. It offers four types of templates, namely the:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Service blueprint map<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Communication journey map<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Empathy journey map<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Comparison journey map<\/li>\n<\/ul>\n<p>Smaply also provides you with examples and insights on customer needs. Here\u2019s a section of a customer journey map template from them:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6670 lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Customer-journey-mapping-tool.jpeg\" alt=\"Customer Journey Mapping Template\" width=\"720\" height=\"540\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 720px; --smush-placeholder-aspect-ratio: 720\/540;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6670\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Customer-journey-mapping-tool.jpeg\" alt=\"Customer Journey Mapping Template\" width=\"720\" height=\"540\" \/><\/noscript><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Custellence\"><\/span>4. Custellence<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a target=\"_blank\" href=\"https:\/\/custellence.com\/index.html\">Custellence<\/a> is a highly recommended customer journey mapping tool with features more advanced than its predecessors. It provides a variety of templates for you to choose from and work with. Here\u2019s a section of their \u201cProfessional Map Template\u201d<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6671 lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Custellance.jpg\" alt=\"Custellence\" width=\"1366\" height=\"768\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1366px; --smush-placeholder-aspect-ratio: 1366\/768;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-6671\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2021\/07\/Custellance.jpg\" alt=\"Custellence\" width=\"1366\" height=\"768\" \/><\/noscript><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A good customer journey map promotes empathy and gives you and your team a clear vision for improving your customers&#8217; experience. Once you get this clear picture, you\u2019ll understand your customers\u2019 emotions, pain points, and your brand\u2019s touchpoints. You can then come up with specific solutions.<\/p>\n<p>After creating your journey map, don\u2019t toss it somewhere and forget all about it. Keep it updated with current changes in your business and corresponding changes in customer behavior.<\/p>\n<p>Now that you have all you need to create your journey map, get to it as soon as you can. Also, don\u2019t forget to put the insights you get to actual use. That\u2019s the whole point, isn\u2019t it?\u00a0 The earlier you do, the quicker you can make your conversion rates soar.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><a target=\"_blank\" href=\"https:\/\/adoric.com\/subscribe?price=0&amp;contractId=0&amp;planId=5a95516746c66eaf00eaa7fd?\" class=\"big-button\">Try Adoric for Free<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creating a concise Customer Journey Map can help improve your customer experience retention rate. Learn how to create and optimize one in this post. <\/p>\n","protected":false},"author":15,"featured_media":6672,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[4],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Guide to Creating and Optimizing Customer Journey Map - Adoric Blog<\/title>\n<meta name=\"description\" content=\"Creating a concise Customer Journey Map can help improve your customer experience retention rate. 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