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What is a customer journey map CJM and why is it important?

Every time a buyer interacts with your brand or product today, they want to have a great customer experience (CX). A customer journey map (CJM) can direct your business toward improved customer communication by giving you a thorough understanding of the steps customers take to make a purchase.

The process of defining customer requirements, issues, and interactions with your business might seem overwhelming and unnecessary at times. For business insights to become long-term improvement strategies, it is essential to comprehend each customer's experience at each stage of the customer journey. However, an effective way to act on your insights to increase conversions, customer experience, and retention and keep up with your competitors is to create a customer journey map.

Read on, and we will explain the benefits of a customer journey map and how to create and enhance your CJM.

This article includes:

  • What is a customer journey map CJM?
  • Why customer journey map matter?
  • Benefits of mapping your customer’s journey
  • How to create and enhance your customer journey map
  • Conclusion

Let's begin now!

What is a customer journey map CJM?

A customer journey map helps you see how customers interact with your business and their experience. Eliminating the barriers and streamlining the procedure are your primary goals when mapping the journey. The more seamless an experience you can develop, the more satisfying it will be for the customer. It is actually laying out the ideal route for the typical customer journey.

The process of visualizing every customer interaction with your business is known as a customer journey map. You'll see your business from the perspective of your customers as you map out all the touchpoints. You can recognize and address the pain points of your customers' thanks to this insight.

The most effective way to deal with the constant changes in the digital landscape is with a well-designed customer journey map. It's a complete strategy for connecting with your customers and fostering long-lasting relationships.

Why customer journey map matters

The customer journey map is crucial because it is a strategic way to comprehend customer expectations. Additionally, it is essential for improving customer experiences. 

The customer journey map is crucial for both larger companies and small and medium-sized businesses (SMBs). Regardless of size, customer expectations are shifting for all businesses. Customers demand an omnichannel strategy for sales, marketing, and customer experience.

Customers who interact with high-quality personalization feel valued and have a more positive opinion of a brand. According to a McKinsey study, 71% of customers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen. A customer journey map enables SMBs to create personalized experiences across all touchpoints - for each person, across all channels.

In the end, the better you understand customer expectations, the more successfully you can tailor the customer experience to their needs.

Benefits of mapping your customer’s journey

Meaningful interactions and productive business outcomes are based on an understanding of and empathy for customers. Additionally, it offers a practical framework for customer experience initiatives. Let's look at how a customer journey map can help your business and your customers.

1. Enhance the customer experience

A customer journey map also identifies any potential weaknesses in the marketing plan that could damage the customer experience. At every stage of the journey, you should have a strategy for engaging with each persona. It can show you where you might be falling short.

Assign journey stages to each component of your content strategy and compare them to your customer journey map. You can quickly determine if any stages are being avoided and resulting in a poor customer experience. Once you've done that, take a closer look to see if your strategy is delivering the appropriate content to the right channel at each stage of the customer journey.

2. Empower omnichannel marketing

A thorough customer journey map covers touchpoints on all channels, including email, social media, paid and organic site visits, and more, and enables you to be very strategic with omnichannel marketing. Effective omnichannel marketing is about knowing the best ways to get your brand in front of your audience on every channel. A good customer data platform will collect data from your audience on every channel. Live platform is completely focused on providing solutions for your communication bottlenecks, so you could serve your customers in a timely manner and over their preferred channel.

Omnichannel customer service frequently works in tandem with omnichannel marketing to provide the best possible customer experience. The customer can access customer support through any channel from social media, messaging services, or live chat at this point. Once more, a customer journey map can help your customer service team understand the customer experience and strengthen their problem-solving skills.

3. Improve your understanding of your audience

You can better understand how customers interact with your brand by gathering real-world insights, which makes it simpler to understand their experiences. You gain empathy for your customers' personalities, desires, and decision-making processes when you can follow their journeys step by step. Furthermore, you can keep buyer personas and customer profiles accurate and current using the customer journey map.

In particular, if your software doesn't integrate the data in real-time, customer journey maps, buyer personas, and customer profiles should always be reviewed and updated collectively. Persona and profile updates will be influenced by updated customer journey maps.

4. Support a customer-centered culture

Strategic customer experience goal planning and success tracking depend on working toward the same company goals. You have a customer-centric resource to use and distribute throughout the company when you create a customer journey map. A truly customer-centric philosophy emerges when your team is focused on the customer and committed to offering the services, products, and interactions the customer desires.

Keep the customer journey map available and visible to guide your marketing decisions. You can compare brand-new campaign ideas with current messaging, tactics, and more using the customer journey map. Examine whether an idea serves the target audience appropriately at a stage of their buying cycle to decide whether it is worthwhile to pursue.

Ready to improve your customer-centered communication?

Live platform provides businesses with effective customer-centric communication. It also helps companies worldwide grow their profitability by optimizing and automatizing their internal and external communication and processes. Further, enabling their customers to engage actively with their brand.

5. Get a competitive edge

Mapping reveals precisely how you can enhance the customer experience to differentiate your offering from the competition. According to Zippia statistics, 89% of companies compete primarily based on customer experience. Additionally, 72% of customers will share their positive customer experience with six or more people. Therefore, the customer journey map is here and gives you a competitive advantage. 

Your employees must talk about customer experiences, understand their needs, and enhance the service. This will ultimately serve as the basis for differentiation. 

Why do people choose your product over all the others?

The experience your customers have when dealing with your business is indisputable, despite the fact that competitors can easily copy your product or service.

6. Boost marketing and product-led growth

Many businesses believe that the customer journey map begins when a person visits their website or blog. In reality, it starts much earlier. Often with the customer looking for answers or seeking information in specialized or public discussion forums. 

It enables you to get to know your users, participate in their conversations, and develop content for all stages of the buyer journey that will assist in converting visitors into paying customers. For businesses with lengthy, intricate buyer journeys and high-value products, such as SaaS or B2B customer journeys, this process is especially beneficial.

Creating a customer journey map CJM also helps you validate ideas and eliminates guesswork, from choosing the appropriate channels to developing credibility and customer trust.

How to create and enhance your customer journey map

Develop the map carefully for the greatest possible benefit from your customer journey analysis. Creating a it can be done in a variety of ways, but the initial steps serve as the core element.

1. Define business goals

You won't get the insights you need to develop effective strategies if your map doesn't correspond to your company's overarching goals. For instance, if one of your goals is to increase customer retention, your map should show the touchpoints and channels that have the greatest impact on retention. 

Whatever you decide, your customer journey map should change over time to meet your company's needs. As new opportunities modify your goals and interests, you might also make additional journey maps in the future.

2. Establish the map's scope

Depending on the information or insights your team needs the most, customer journey maps can cover various aspects of the relationship. The initial customer journey map typically depicts the whole process, from brand awareness to brand advocacy. However, you can also make customer journey maps that are more narrowly focused on particular channels or goals. 

3. Clarify your interaction with customers

To get a complete picture of how your customers are interacting with your brand, gather data from across your organization. For instance, sales can offer specific data on conversion rates, and product design could have UX studies that show what users need during onboarding. Together, this data paints a complete picture of what your customers are going through.

Consider including these touchpoints in your map as well, from advertisements to the thank-you note they get after the purchase. Therefore, you can gather feedback and spot trends in how they feel at each interaction.

4. Create or update customer personas

Based on user and market research, a buyer persona is a fictional character that represents your typical customer. You can put yourself in the customer's shoes and fully develop the customer journey story by imagining this persona's age, job function, personal goals, etc. Also, with the help of a buyer persona, you can carefully map the customer journey of your target market.

5. Make a list of touchpoints and channels

Every time a customer interacts with your brand, there is a purposeful action taking place. Depending on the customer's needs at each stage of the journey, divide the customer journey into stages.

Determine all the points of contact you have with your customers, as well as the locations where those contacts take place. The customer journey can then be mapped using each of these touchpoints.

Related article: Customer Journey Touchpoints: What Are They And How to Optimize them?


Creating a customer journey map will show you exactly how customers interact with your company, website, and product at various touchpoints, as well as what they are doing, thinking, or feeling at each one. You can be confident that you are satisfying your customers' needs and resolving their issues when you start with a solid customer journey map. You can recognize each touchpoint and keep clear of potential problems, enhancing customer satisfaction and boosting brand loyalty simultaneously.

The first thing to do if you already have a customer journey map is to list all the gaps that the expansion of digital technology has caused. If you're starting from scratch, evaluate your company's goals in great detail to help you decide what the scope of your map should be.

You and your customers will benefit if you put time and effort into creating your customer journey maps and boosting their experience. You will experience better business outcomes while customers enjoy a more constant, seamless interaction with your company. Don't hesitate to get in touch with us today if you want to learn more about how the Live product family can help you support and improve your customer experience strategy.

Learn more about how the Live product family can help you support and improve your customer experience strategy.

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