Understanding how your customer went from point A to point B provides some very valuable information. A customer map provides a look at the journey a potential customer takes to become a customer and where they go after they make a purchase.
If you want to develop deeper relationships with your customers, understanding your customer map is the key to success. You’ll be able to better predict what your customers need and want. Here’s how you can better understand your customer map.
What is a Customer Map?
The customer map is a highlight reel showing how a customer went from prospect to buyer and the objections/pain points along the way. It doesn’t’ need to be complicated to really give you a full understanding of the journey.
Customer Map Elements
Not every customer map will be the same, but many will have common themes throughout. Some may contain much more than the following elements and could become very complex.
The first and most common element of a customer map is the initial contact. This shows how the customer originally learned about your business. It may not be what led them to buy, as you may contact customers multiple times, through varied methods, before they actually buy. Some of the ways your customer may hear about you include social media post, content marketing, pay per click advertising, banner ads or search engine listing.
Usually, after a customer finds out about you, they go through a comparison stage .This is the time when they will read blog posts from you and check out your competitors. If they find value on your blog, they may provide you with their business, but if not, you may lose the potential customer to your competition.
This phase is a trust-building phase and you need to provide plenty of value to show you care. Without value, they may not stick around much longer.
After plenty of comparing, customers make a decision and take action. This part of the process should be as easy as possible for your customers. The less they have to fill out and the fewer clicks necessary to buy, the better off you will be. Make your sales process seamless and you will lose fewer customers during this stage.
Follow-up and Customer Retention
After the customer has taken the journey from finding out about you, comparing you to other companies and finally taking action, the follow-up and customer retention stage begins. This part of the customer map can become more complicated because every customer is a bit different. However, there will be similarities when it comes to retaining the customer and getting them to buy again.
Providing in-depth blog posts, surveys, social media posts, small gifts, coupon deals and other types of contact may help keep the customer loyal to your brand.
These are just some of the basic elements of the customer map. When you understand the journey your customer to through to get from initial contact to buying and buying again from you, it’s easier to build relationships with your customers. Remember, it’s less expensive and more profitable to retain a customer than find a new one. Understand your customer map and you may be able to retain more customers.