Mapping out the Customer Journey is an absolute must before creating a marketing strategy. It requires the marketer to put themselves in the target audience’s shoes and travel down the funnel, from the awareness phase, down to the consideration phase, all (hopefully) ending with a purchase. The idea is to capture attention through a series of touchpoints to match where the “in-market shopper” finds themselves in the marketing funnel. That way, it is easier to help shape decisions that will ultimately transform the purchase decision of this shopper, aka someone whose intentions are to make a purchase within a finite period of time.
Before mapping out this journey, we must become acquainted with the potential customer by identifying what they may like or dislike, what their motivations are, what their pain points are (i.e. general psychographic information) as well as demographics (gender, age, location, household income, work). Depending on what your customer looks like, you can map out a customer journey that will speak to them. After all, no two shoppers are exactly alike, much less on a grander scale. For example, Millennials and Generation Z’ers (Centennials) are both digital natives, having grown up or been born into technology, therefore, the way they consume media is significantly different from the way Generation X’ers and Baby Boomers currently consume media.
Marketers must segment their audience in a comprehensive and intelligent manner, and then build customer journeys that their “ideal” customer is likely to take.
Creating “moments of truths” within this customer journey as the prospective consumer moves from touchpoint to touchpoint will increase the chances of a purchase. The customer journey refers to the aggregate experience of all the interactions a customer has with a company across multiple devices, channels, and the aforementioned touchpoints. This is framed by the journey down the marketing funnel, from awareness to advocacy/loyalty.
An example of a brand that successfully mapped out a customer journey is Lancôme:
It starts with the potential consumer asking him or herself what type of skin they have, and the best skincare product they can use to address their specific skincare issues. As they travel down the customer journey, they find themselves reviewing Lancome’s content because they provide the information they need. From skincare reviews to coupons, offers, and discounts, they eventually interact with enough marketing touchpoints that result in the ultimate goal in any marketing funnel: purchase.