A 4-step workshop to build the perfect customer journey
The term has been burning on everyone’s lips during every marketing meeting: the customer journey. Which path do our customers travel along to purchase our product or service? And how can we as marketers be their perfect guide? There are many ways to study and analyse the customer journey and build a strategy around it. But by far, our favorite approach is to set up a hands-on workshop.
A customer journey workshop combines insights, structure and creativity. You need insights to make a good analysis of the different stages in a customer journey. Structure will help you pinpoint the right questions. And finally, creativity will spark new ideas to make the journey as good as can be.
Want to put that into practice? Okay, just follow these four steps and you’re on your way to the perfect customer journey. Roll up your sleeves and let’s get the job done…
STEP 1: Identify your customers
Who exactly is your customer? What are his/her challenges? And what makes them tick? If we want to understand the customer journey, we have to understand the customer’s needs. Have you created buyer personas in the past? Great! Dust them off a bit and don’t be afraid to use them. If you haven’t yet, read this blogpost and get those personas done. Outlining 3 different personas that reflect your average customers is a solid base to build your journey upon. Once those are ready, you’re all set for step 2.
Step 2: Outline the stages
What are the main stages that your personas go through, from a first interaction to a becoming a loyal customer or even a brand ambassador? You will find that you could divide the customer journey into many logical parts, but most follow these 5 main stages:
- Awareness - customers are aware of their problem or need.
- Consideration - customers understand that there is a possible solution.
- Purchase - customers aim to make their right choice.
- Service - customers are ensured they made the right choice.
- Loyalty - customers make a repurchase or a positive statement.
Step 3: Define the actions
Once you have mapped your different stages, you can think about the actions a customer has to take to move on to the next stage. These are some questions you should ask yourself during the different stages of the customer journey, in order to guide your customers through every step of the journey.
Tasks - What is the user trying to achieve at this stage?
Questions - What does the user want to know at this stage?
Touchpoints - How does the user interact with brand/company at this point?
Emotions - What is the user's feeling at this stage in the process?
Weaknesses - How does the brand/company let the user down at this stage?
Influences - Who or what is helping the user to make decisions at this stage?
Step 4: Put in some joint effort
Now it’s time to REALLY get to work. By using the framework you have set up above, you can now go through every stage in detail. Travel along the path, look at it through the eyes of your customers, and ask yourself the right questions.
And by all means, try to get people involved that look at your business from different angles. Your colleagues from marketing, sales, customer service, and why not: people outside the company. This will undoubtedly enrich your point of view and bring out new, interesting insights.
Hang the framework in your meeting room and grab few stacks of post-its. And then the fun part begins: let everyone come up with ideas, concepts and remarks that you can stick on the framework. This will create a structured patchwork of ideas and insights, to serve as a blueprint for your customer journey.
This approach will help you get a solid understanding of your customers throughout their customer journey. You’ll see what their real challenges are and discover where and when they interact with your brand or company. And most importantly: you’ll have loads of ideas and inspiration to scope projects that make the customer journey pleasant and rewarding for everyone involved.