Customer journeys
From first contact to signed order: we map the paths your customers take and find the places where you lose them.
More than a sequence of clicks
The customer journey describes the path from first contact to conversion, across every touchpoint with brand, product or service. So much for the definition.
In practice it is about more than touchpoints: about the expectations and goals potential customers bring, and the experience they have on the way. The real question is not which stations exist, but how people ideally get from A to B. And what stops them when they do not.
How the journey map comes together
Personas first
Without a clear picture of the people, the journey stays a flowchart. So this module always follows the personas.
Map the touchpoints
Every point of contact with brand, product and service: online and offline, owned and third-party.
Attach expectations
Per phase: what does the person want to know, decide or get done here? And what do they get instead?
Find the breaks
Where expectation and experience diverge, people are lost. Those are the places we look for.
Derive measures
One concrete measure per touchpoint, prioritised by impact and effort, not by which channel owns it.
The outcome
A journey map with measures per touchpoint. It works as a shared basis for marketing, sales and service alike. It makes visible which breaks cost more than the next campaign brings in.
It requires reliable audiences & personas. Together the two modules form the inside view of the Game Plan.
Customer journeys is module 05 of six in the Game Plan. It builds on the personas.
Your contact
Managing Director & Digital Business Strategist
Managing Director and digital business strategist, with netzstrategen since 2016. Her expertise: market research, strategy definition, audiences and customer journeys. Previously head of project management and new media at daily newspaper publishers. At home in B2B manufacturing and media & publishing.
Where are you losing customers?
30 minutes, free. We assess where you stand and which modules you need.