客户旅程映射工具包

INTRODUCTION Customerjourney maps harness valuableinsightsto illustrate the complete buyingexperience and help brands to identify howthey can optimize their marketing efforts. In fact,almost 90%of customer experienceprofessionalswho use journey mappingreportincreases in customer satisfaction,lower churn, fewer customer complaints, andhigher Net Promoter Score® (NPS), makingaccurate journey mapping a valuable tool forbusiness success. TABLE OF CONTENTS 3/USING YOUR CUSTOMER JOURNEY MAP4/TRACKING THE CUSTOMER’S JOURNEY5/PHASE 1: AWARENESS6/PHASE 2: CONSIDERATION7/PHASE 3: PURCHASE8/PHASE 4: RETENTION9/YOUR CUSTOMER JOURNEY MAP TEMPLATE10/ADDITIONAL RESOURCES11/ABOUT HANOVER RESEARCH With this toolkit, companies can learn learneffective ways to: •Track customer activity throughout thecustomer journey•Identify key engagement touchpoints•Unpack the best research to drive andmeasure success USINGYOUR CUSTOMER JOURNEY MAP Customers want to feel seen and heard. With a completed customer journey map, you have a clear picture of how customersinteract with your brand and products and the experience they expect. With insights into each lifecycle stage, your companycan identify how to motivate customers to purchase, meet customers’ expectations, predict and influence customer behaviorto optimize conversions, and more. Your customer journey map can be used across a variety of initiatives, such as: REVEALING GAPS IN CUSTOMER SERVICE HIGHLIGHTING AREAS FOR IMPROVEMENT AT EACH STAGE OF THEBUYER JOURNEY Improve customer experience by using customer journey mapinsights to determine where you are not meeting customers’expectations.For example,if customers expect to connectwith customer service representatives over chat but can onlyconnect with them over the phone, you can investigate thebenefit of adopting a chat feature on the website to improvethe consideration phase. Learnwhere customers experience road bumps during thecustomer journey in order to make each lifecycle stage pain-free. For example, customers may find the webpage for theproduct they wish to purchase is slow to load, clarifying aneed to focus web development efforts on improving pagefunctionality. IDENTIFYING NEED FOR PRODUCT/SERVICE IMPROVEMENTS ORNEW PRODUCTS AND SERVICES SETTING MESSAGING AND MARKETING PLATFORM STRATEGY Stages like awareness and consideration can pinpoint whichplatforms and messaging customers prefer. If customers enjoytestimonials on Facebook, you can increase posts or expand acampaign to other top-performing social media platforms. Yourcustomer journey map can highlight the aspects ofproducts or services that delight customers and those theywouldlike added.For example,your retention step maydetermine customers are more likely to become brand loyal ifyou offer a 30-day free trial with a product, a feature that couldbe expanded to other products or services. By incorporating these insights into your strategic plan,your company can become more customer‑centric anddata‑driven in its mission and initiatives. TRACKING THE CUSTOMER’S JOURNEY While it is important to view the customer journey as a whole, in practice it can be broken down into distinct segments accordingto where the buyer is in the customer lifecycle. From awareness and consideration to purchase and retention, each phaserequires unique measurement methods and reporting metrics. EXAMPLE CUSTOMER JOURNEY MAP RESEARCH TOOLS: How do I measure? PHASE 1: AWARENESS Customer surveysare the most commonmethod for measuring the customerjourney as they provide unique insightinto awareness. Inthe awareness phase,companies are looking to open up the customerpipeline, capture customer attention, and begin to nurture relevant buyersas marketing leads. Companies need to identify these customers and wherethey consume information (i.e., their marketing watering holes) so they canintroduce them to the company and its value proposition. Awareness-focused surveys shouldtest for: Awareness andConsumer Opinions: CUSTOMER ACTIVITY:WHAT IS MY CUSTOMER DOING? How familiar are customerswith your company ascompared toyour competitors? Inthis stage,customers have realized they have a problem or need andare aware that your company could potentially solve it. The customer mayvisit your website or blog or interact with your company on social media. Key Watering Holes: ENGAGEMENT TOUCHPOINTS:WHAT SHOULD I MEASURE? Where do your customers turnto learn more about topics,challenges, and potentialsolutions? Brand awareness and preferenceWeb trafficSocial media reachEarned media coverage Intended Usage:Why are customers consideringyour product or others like it? Using the survey findings, marketers canbegin to target specific platforms for theirchannel plan and develop key messages. RESEARCH TOOLS: How do I measure? PHASE 2: CONSIDERATION Customer usage dataprovideinsight into which customerbehaviors are likely to lead toa purchase and can shed lighton which product attrib