Comparing CRM software and platforms
Finding a loyalty perk that's perfect for your customers

Four straightforward steps to start customer journey mapping

We recently went through the painful process of creating journey maps for a newly identified set of personas with one of my clients. IStock_000019694326XSmallPersona development was not tough because feedback from a recent increase in communications had demonstrated that customers had different information preferences. We couldn't afford to verify with research, but we did layout a foundation to future research.

Mapping turned out to be very messy and confusing. Finding free or low-cost tools was hard. Several meetings with staff who interact directly with customers was required to identify touchpoints and customer requests. Then sorting things out into a map was VERY confusing. 

Nevertheless, when completed, the maps helped us quickly sketch out two items: the major communication needs of the customers, and the overlooked opportunities for the organization. What a relief! It would have been helpful to have had the tip below when we started... 

CMS Wire: Journey Mapping the Customer Experience, 2015-Aug-6 by Christine Crandell

According to Jeff Freund, CEO and co-founder of Akoonu, “Your journey maps need to capture four core dimensions at each buying stage for each of your buyer personas:

  • The buyer’s participation level (driver, participant, gate-keeper),
  • the buyer’s informational and internals needs,
  • the buyer’s activities to fulfill those needs, and
  • the buyer’s content preferences.”


Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name and email address are required. Email address will not be displayed with the comment.)