When it comes to understanding the experience of your customer and even your target audience, there is no really easy way. Customer experience is an important aspect to which you must pay attention. After all, your customers should not suffer a poor experience simply because you do not understand their pain points, what they are looking for services, and what kind of assistance they want.
This is where customer journey mapping enters the story. Do you know a customer journey, its purpose, and why you need one? Read this blog as we will take an in-depth look at everything you need to know about customer journey mapping and how it will improve your lead conversion.
What is a Customer Journey Maps?
A customer journey map is a compact, solid visualization of an end-to-end client experience and can take many forms. Your customer journey map thoroughly illustrates all the touchpoints and places your target clients come into contact with your brand, both online and off. This map helps you look at your brand, processes, and service offerings through your customer’s perspective to better visualize the literal client journey through the funnel.
Why You Should Map the Whole Customer Journey
Have you encountered a customer that is so demanding? We bet you already have. Truth be told, customers nowadays are very demanding, and they always expect their experience with a brand to be of top quality, seamless, and more quality. They expect your construction company to remember who they are and what they are looking for, even across various touchpoints.
Customer journey maps play a critical role in knowing more about your customers and target audience, and they are essential to your brand, and they come with many advantages. Below are some more concrete reasons why you must consider designing future-state journey maps:
- Drive strategy
- Keeps the focus on your clients
- Align your teams
- Control power dynamics
- Extract and articulate visions
- Discover future pain points you will need to optimize
Benefits of Mapping Your Customer Journey
Mapping your customer journey is so important for your construction brand. They come with many benefits:
- Determine your customer pain points: In every step of the customer journey, you can determine how your customer feels, what their needs are, and what type of questions they have. Knowing your customers’ questions will help you determine what you must address on your website. At the end of the day, you will end up enhancing your customer experiences.
- Improve customer retention: A well-created customer journey map can consider post-purchase. This knowledge can help you know why your clients leave. Once you know this, you can improve your strengths and determine your weaknesses.
- Improve your construction marketing efforts: When you understand how clients make decisions and know the platforms they are most active on, you can create campaigns tailored to their unique needs. Consistently and consciously improving your marketing efforts entails other benefits, apart from knowing where your customers are more active. Your online business visibility skyrockets if you keep your efforts consistent and intentional.
- Understand your customers better: Once you know all your clients’ touchpoints, you better understand how your buyer personas navigate your conversion funnels. This helps you better personalize your marketing tactics.
How to Create a Detailed Customer Journey Map?
Depending on the type of your business and the services you offer which are being mapped, designs and best practices might vary. This only means you should have a great deal of choice to explore and become creative. Therefore, construct your customer journey map with the use of the following steps:
1. Nail down your buyer persona
Understanding who your customers are is the first step in creating your customer journey map. When doing this, always keep in mind that it is not enough to have just one buyer persona. People at various buying stages will behave differently and interact with your construction business differently. Therefore, it is worth determining who has been conducting market research and is ready to make their purchase and somebody who has only started thinking about solving his particular needs by trying your service offerings.
2. Understand your customer’s goals
Once you establish your buyer personas, the next step will be digging deeper and understanding what each of them desires to achieve or accomplish as they go through the customer journey. Always think about your client’s ultimate goals in every phase, and remember that this might change as the process unfolds.
Some examples might be:
- Making sure that they are paying a fair price.
- Researching the many available options
- Seeking reassurance that they have all the necessary information about your services.
A better way to do this is to determine first the paths your visitor might take on your construction website. Here we will show you a better way to understand the goals of your customers:
- Get user testing feedback
- Survey/interview various groups of customers
- Study customer support emails and transcripts
- Determine the questions of your customers in every phase
- Utilize customer analytics tools to gather information.
3. Map out buyer touchpoints
A touchpoint is any time your client comes into contact with your construction brand – during, before, and after they avail something from you. This includes moments that happen online/offline, via marketing, over the phone, or in person.
You should consider all possible touchpoints between your clients and your company. In this way, you will never miss out on any opportunities to listen to your clients and make improvements that can keep them happy.
Always learn the ropes of your customer touchpoints to maximize your potential. Note also that your strategy here must be purely traditional or digital. But we suggest you mix things up and always go with what feels the most right from your clients’ perspective.
4. Determine customer pain points
At this point, it is time to combine all your qualitative and quantitative data and see the bigger picture to determine potential pain points and roadblocks in your client’s journey. You might also want to note down areas where you are doing things right and figure out some ways to enhance them.
Some potential questions may include:
- Where are the major areas of frustration and friction?
- Are my clients achieving their target goals on my website?
- Where are the people abandoning purchases, and why?
Once you determine where the pain points and roadblocks are, mark them down on the customer journey map.
5. Update and Improve More
Your customer journey map should not be left out, and you must constantly update it. Your customers are consistently changing and evolving; thus, your customer journey map must be doing the same. Consider this as a living document that should continue to grow and develop.
Always conduct assessments to review your map further. Changes and updates are necessary too.
6. Include Key Performance Indicators (KPIs)
Key Performance indicators can help you provide a systematized framework that can make your customer journey map more actionable. For example, one of the major functions of your map is to classify opportunities based on qualitative research of your client’s experiences and perceptions.
A customer journey map helps you gain insights into customer highs and lows. Some indicators are used to envision opportunities for improvement in your customers’ journey successfully. Other helpful metrics you can track include:
- Customer satisfaction measures
- Net Promoter Score (NPS)
- · Measures the helpfulness and importance of particular touchpoints
- Quantitative assessments of your customer’s emotions
Whatever KPIs you decide to use, these metrics should help you measure the health of the customer experience today and in the future.
7. Find your Moments of Truth
As you are moving toward completing the process of how to create your perfect customer journey map, you will realize that each step has certainly equipped you with one of the biggest hurdles that your construction brand face – earning the trust of your customers.
Moments of Truth are critical points in your customer journey. These are some instances wherein your customer’s opinion about your construction brand is formed based on their experiences.
How ConstructionMarketing.io Approaches Customer Journey Mapping
Finally, it is time to implement everything you have learned in this blog post. Consider transforming your customer journey map to help you better communicate with your customers. By shifting the focus to your customer’s viewpoint, you are creating room for a more creative and satisfying customer experience.
Are you using and implementing customer journey maps for your construction business? If not, we can help you with that. Here at ConstructionMarketing.io, we approach customer journey mapping as a unique challenge to overcome.
The first step we take is to complete the discovery phase and better understand your company, your construction business marketing goals, and your customers. From there, we build out the remaining phases of the customer journey and map existing content to every stage. Lastly, we fill in the remaining gaps on your customer journey map by recommending content and executing digital marketing tactics.