Lesson07

Data Analysis, Interpretation, and Presentation

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• Thanks to the increasingly competitive digital space,
customers have gone from passive receivers of
information to empowered decision makers over the past
decade. The amount of knowledge available to customers
through different channels have made them more
discerning of the products they choose to consume and
the brands they support. This is why figuring out how to
make a customer journey map is of utmost importance.
• What is a customer journey map? It is a tool that can be
used to visually represent your customers' interactions
with your brand. This process can give you critical insights
on the customer journey -- which you can use to your
advantage.
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• Some benefits of understanding the customer journey
include: creating better customer experiences,
identifying areas that your brand can improve on, and
discovering new opportunities that your brand can
pursue.
• Read on to find out how to make a customer journey
map in 7 steps!

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Step 1: Set your targets
•It's easier to navigate when you know the destination you're
headed to. Identifying goals and setting targets are essential
first steps of learning how to make a customer journey map.
•It's important to set targets and have a clear idea of what
you want to achieve before you even begin. Doing so will
allow you to narrow down the most efficient ways of hitting
your targets. Having goals in mind while going through with
a task can also help you stay on track.
•The first step in learning how to make a customer journey
map should have you answer the following questions: Why
are you making this map? Whose perspective will it be from?
What experiences will you be factoring in?
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Step 2: Create buyer personas
•A buyer persona is a fictional character which represents
a specific customer segment for your brand. When
creating a buyer persona, be sure to consider the
following characteristics: background, demographics,
lifestyle, personality, information sources, and shopping
preferences.
•This is where interviews, surveys, and other forms of
market research come in. You want to gain as much data
as you can through research because this information will
help you place yourself in the shoes of your customers.
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• Quick tip: be sure to ask 'why' questions. These will
provide you with more insight on a customer's
behavior and motivations. Since your customer journey
map will be build around the buyer persona, you want
it to be as accurate as possible. The more data you use
when creating the buyer persona, the better!
• Ideally, you'll want to limit each customer journey map
to a maximum of 2 personas.

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Step 3: Identify motivations and pain points
•Technically, this step of how to make a customer journey map
can be included in Step 2. Motivations and pain points can still be
considered part of the buyer persona. However, we wanted to
highlight the importance of understanding customer motivations
and pain points in the later stages of learning how to make a
customer journey map.
•Consider your buyer persona. What keeps them going?
Conversely, what's stopping them from reaching their goals? Do
they have fears and reservations?
•Most importantly: How can your brand help?
•Keep the answers to these questions in mind. They will be
crucial in the following steps.
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Step 4: Map out the buyer’s journey
•It's important to note the different stages of the buyer's
journey in order to be able to provide more personalized
experiences for your customers down the line.
•There are 3 stages to the buyer’s journey: awareness,
consideration, and decision.
•In the awareness stage, buyers are able to identify the
challenges that they are facing. Consider these questions:
How does the buyer view these challenges? Is dealing with
these challenges a top priority for the buyer? Will there be
any consequences if the buyer does not deal with these
challenges?
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• In the consideration stage, buyers are actively looking for
ways to deal with the challenges that they are facing.
Consider these questions: What options are available for the
buyer? How will they search for information on these options?
How will they weigh the pros and cons of the options available
to them?
• In the decision stage, buyers have settled on a solution and
are only searching for the most suitable product or service
(Hopefully your brand!). Consider these questions: Who are
the stakeholders in this decision? How would the buyer
evaluate the pros and cons of your brand vs your competitors?
What criteria would the buyer use to determine if a product or
service is suitable?
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Step 5: Maximize your touchpoints
•Traditionally, brands have almost always been able to
make first contact with the customer at the beginning of
the buyer’s journey. In the digital age, your brand's first
contact with the customer won't always be at the
beginning of their journey.
•Touchpoints refer to the many channels through which a
customer may encounter your brand. These are
important because they are where the opportunities to
make the right impression on the customer will take
place.
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• Learn the ropes of your touchpoints so you can
maximize their potential.
• Note that your strategy here need not be purely digital
or purely traditional. Mix things up! Go with what feels
the most right from the perspective of the customer.

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Step 6: Find your Moments of Truth
•As you move towards completing the process of how to
make a customer journey map, you'll realize that every
step so far has been equipping you to deal with one of
the biggest hurdles that brands face: earning your
customer's trust.
•Moments of Truth are crucial points in the customer
journey. These are instances wherein a customer's
opinion about your brand are formed based on their
experiences.

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• Now that the customer journey is an omnichannel
experience, your brand won't be the only one that you
customer interacts with. So how do you stand out?
More importantly, how do you earn their trust?
• Around 64% of customers want brands to connect with
them and they value authentic, meaningful
interactions. Earn customer loyalty for your brand by
using the insights gained from previous steps of the
customer journey mapping process to create genuine
and memorable experiences for every touchpoint you
have with the customer.

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Step 7: Revise
•You won't always get everything right on the first try --
and that's okay! Continue refining your process until you
get it just right.
•Don't think of customer journey mapping as a one-time
thing, either! The customer journey can change and your
brand must be ready to adapt.

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