“Seventy-three percent of top marketing teams say that a customer journey strategy has positively impacted overall customer engagement” According to the Salesforce ‘State of marketing 2016’
A customer’s journey always starts with a need or want. They then go looking for the solution to that need. They want their need satisfied as effectively and simply as possible. So mapping out your customer’s journey to sale and beyond is a crucial exercise in understanding how best to serve them. It should be based on real data and customer research and have two key components:
Their emotional state – their thoughts and feelings
Their physical state – where are they, what are they doing and what media are they consuming
Both are important but businesses often focus more on the physical state and not enough on understanding the emotional state. This is where you lose them as there will be a disconnect between the message and what the customer actually needs at that stage of their journey. They don’t care about where they are, they care about how they feel and if the interaction with you satisfies them. Here’s an example of a journey map that illustrates my point by focusing on the customer’s physical state:
It is vital that any journey mapping you do is also focused on understanding the audiences emotional state and whether or not you satisfy it. So make sure you include details of what they may be thinking and feeling. Here’s an example of what I mean:
Many businesses focus on the physical state because it’s easier to get information about this from their own systems or simple surveys etc. Also it drives where they spend their time and resources so gives clear direction for budgeting purposes. The emotional element is harder to map out. Especially as customers don’t really think about it themselves and can’t easily verbalise it. It requires some psychological understanding to delve beyond words and behaviour. But it’s vital as it informs the messages that should be sent out and the training given to any sales or customer service reps. It has to resonate with your customer on an emotional level. Without satisfying your customer feelings you will never get a sale.