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Customer Journey Mapping is the process of illustrating a customer’s experience with your company or a product, from the very first touch point to becoming a loyal customer. Customer Journey Maps are based on a particular customer persona, with a defined set of attributes, motivations, and emotions. The map is used to identify potential challenges the customer faces as they interact with the company through the different stages of product research, comparison, selection, and renewal. This can reveal opportunities to better serve the customer, which in turn can increase sales and loyalty.
Customer Journey Mapping is a powerful process and tool for increasing the company’s customer focus and innovative intent. Customer Journey Maps must be based on accurate and relevant data about your customer personas, which can be collected through quantitative and qualitative research, such as data analytics, focus groups and interviews with customers. Using Customer Journey Maps encourages companies to learn about their customers, which is fundamental to the company’s success.
Changes to the customer experience should be prioritized based on the expected return on investment, such as the number of customers likely to benefit from the improvement and the potential to grow the customer base across segments. As such, metrics or key performance indicators are an important part of Customer Journey Maps because they help define the desired future state and allow progress to be measured.
Customer Journey Mapping tools and templates vary in design and complexity, however the map itself is almost always a visual graphic that tells the customer story in a compelling way. More and more organizations are moving away from building journey maps using Excel and PowerPoint templates and instead adopting online software tools to ensure their Journey Maps are always current and relevant to reflect rapidly changing customer needs.
Unlike most traditional Customer Journey Mapping techniques, upBOARD’s online Customer Journey Mapping collaboration software tools allow any team or organization to instantly begin working with our web templates and input forms. Our digital platform goes far beyond other software tools by including dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.
Learn more about upBOARD’s portfolio of other marketing best practice tools and templates, including:
7 Cs Compass Model, AIDA Marketing Model, BCG Matrix, Brand Identity Prism, Brand Pyramid, Closed Loop Customer Feedback, Content Marketing, Customer Experience Maturity Model, Customer Journey Mapping, Environmental Scanning, Ethnographic Research, Four Ps, Market Sizing, Net Promoter Score, Personas, Positioning, Segmentation, STP Model, Trend Mapping, and Value Propositions.