Customer journey map stages are the bedrock upon which your maps are built, giving a firm foundation for understanding and improving the customer experience. They are what you visualize on your map after creating a customer persona.
However, a customer journey that your customers, buyers, employees, or representatives of any other target audience segments take is often more akin to a flowing river than a series of distinct steps. And it may not always be readily apparent how to neatly divide the journey into customer journey map stages.
Now, let's explore several approaches to defining and mapping your customer journey map stages, enabling you to outline them on your customer journey map effectively. By considering these strategies, you can create a robust and tailored framework that accurately represents your customers' unique path, enhancing your ability to analyze, optimize, and deliver exceptional experiences at each stage.
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The customer journey mapping process involves customer journey map stages. Those are the customer journey phases a customer persona goes through when interacting with a business or brand. These stages are a sum of various touchpoints, actions, and emotions experienced by the customer as they progress from the initial awareness stage to post-purchase activities.
While the exact stages may differ depending on the business and industry, a typical journey map often encompasses the following stages:
The customer becomes aware of the brand or product through advertising, social media, word-of-mouth, or other channels.
The customer starts considering the brand or product as a potential solution to their needs. They may research different options, compare options, and seek recommendations.
Customers narrow their choices and evaluate the brand or product's features, benefits, and pricing. They may read reviews, gather more information, or interact with sales representatives.
The customer decides to make the purchase. Activities at this stage may include completing the transaction, selecting payment options, and receiving order confirmation.
After the purchase, the customer enters the onboarding stage, where they learn how to use the product or service effectively. It might involve setup, tutorials, or assistance from customer support.
The customer actively engages with the products or services, utilizing their features and deriving value from them. Substages may include regular usage, interactions with customer support, participation in loyalty programs, and so on.
The customer remains satisfied with the brand or product, leading to repeat purchases and loyalty. Efforts like personalized offers, proactive customer support, or rewards programs are vital at this stage.
Satisfied customers become advocates for the brand, sharing positive experiences on the Internet, referring others, or providing testimonials. This stage can contribute to brand growth and attract new customers.
It's important to note that the number of customer journey phases and their specific definitions may vary based on a business's unique characteristics and customer journey. The stages you end up with will serve as a framework for understanding and improving the customer experience, identifying pain points, and developing targeted strategies for each phase of the customer journey.
But where should one start?
It's crucial to determine the specific part of the customer journey you want to focus on.
You can get a bird's-eye view of the end-to-end journey by concentrating on high-level client journey stages, such as awareness, consideration, preference, action, and loyalty. This perspective lets you understand the whole journey from initial discovery to ongoing engagement after the purchase.
Alternatively, you can delve deeper and focus on specific aspects of the customer journey, identifying and analyzing areas that require immediate attention or those where you have significant knowledge.
For example, if you have a retail store, you can zoom in on the delivery stage, carefully mapping it out to uncover customers’ pain points or opportunities for improvement.
By focusing on a specific stage, you can gain valuable insights into the customer experience at that particular touchpoint. Doing that lets you identify opportunities to optimize processes, enhance customer satisfaction, and foster loyalty. This focused approach enables you to address critical areas of your business while still considering the broader context of the entire customer journey.
Now that you've established the scope of your map, the next step is to identify its client journey stages. One effective approach is to closely examine a customer’s various touchpoints throughout their journey and categorize them into groups based on their similarities.
For this purpose, analyze the customer interactions and touchpoints from the initial point of contact to the final engagement. Look for patterns, recurring themes, and commonalities among these touchpoints. For example, you may find out that certain touchpoints involve information gathering or decision-making, while others focus on transactional or post-purchase activities.
By identifying these touchpoint groups, you can start to shape the stages of your customer journey map. These stages reflect the logical progression of the customer's experience and help you understand their key milestones and transitions.
To illustrate the process, let's consider a customer journey within the context of a travel agency. Put yourself in the shoes of a customer seeking a vacation destination. Now, think about all the potential touchpoints you are likely to encounter when utilizing the travel agency’s services. By envisioning this scenario, you can generate a comprehensive list of touchpoints, which will aid in determining the stages of the customer journey.
The touchpoints in this example could include:
Once you have compiled this list of touchpoints, you can easily derive suitable names for the customer journey stages. For instance, the stages may include "Discovery and Research," "Consultation and Personalization," "Booking and Reservation," "Preparation and Documentation," "Travel Experience," and "Post-Trip Evaluation."
Another approach to defining stages is by analyzing customer goals. Each stage of the journey map is like a series of subgoals that customers strive to accomplish to fulfill their ultimate objective—the reason why they opted to use your products or services. To effectively identify these subgoals, it can be helpful to put yourself in your customers' shoes and consider things from their perspective.
What are the specific objectives or subgoals they seek to accomplish with your help? For example, in the travel agency context, customers may have subgoals such as finding the perfect destination, securing the best deals, quickly getting through the booking process, and ultimately experiencing a memorable and enjoyable vacation.
By understanding these subgoals, you can align your customer journey map stages more precisely with your customers' needs and desires. Doing so enables you to tailor your product or service offerings to better address the subgoals, ultimately increasing customers' satisfaction and loyalty.
In our example, once customers have selected a travel agency, their next subgoal is to choose a suitable trip package, marking the commencement of a new stage in the customer journey. Here, customers may explore various vacation options, compare destinations, consider factors such as budget, duration, and activities, and evaluate the benefits of different packages.
An affinity map is a tool for organizing and making sense of complex data by grouping related ideas and concepts. It serves as a visual framework that helps structure a broad range of ideas, enabling more effective analysis and understanding. When it comes to drafting customer journey map stages, affinity maps can be a powerful asset.
To utilize an affinity map for customer journey mapping purposes, follow these steps:
1. Brainstorm. Think of all the real or hypothetical actions that customers will perform while pursuing their end goal.
2. Record. Write down each customer action on a separate sticky note. Randomly spread notes on a large work surface so all notes are visible to everyone.
3. Analyze. Look for actions that seem related in some way and place them side by side.
4. Categorize. Once you have defined a sufficient number of relations, start grouping them based on their similarities or related themes. Look for patterns, commonalities, or connections between the ideas. As you group them, you can start identifying overarching themes or emerging categories.
Voilà, these grouped clusters will serve as the foundation for defining your customer journey map stages.
Pro tip: Affinity maps not only help you organize and make sense of the data but also encourage collaboration and input from stakeholders. They provide a visual representation that facilitates discussions and allows us to consider everyone's viewpoints when defining the customer journey map stages.
To identify customer journey map stages, you can utilize a fundamental technique from the user experience design. This technique helps understand how users interact with a system or interface to accomplish specific tasks. It breaks down complex tasks into smaller, manageable steps to identify user goals, actions, and decision points to create more intuitive and efficient interfaces.
To conduct task analysis, you need to take several steps:
Seems like this methodology is more about a user journey map, but it’s totally applicable to other types of customer journey maps, too, as today almost every business has a website as part of their customer journeys.
Pro tip: You can always turn a subtask into a substage of your journey map to focus on it.
To get the most out of each step in the customer journey and optimize the client journey mapping process, it's essential to pay attention to and anticipate any issues or expectations that may come up. By identifying them in advance, you can address and fix them in earlier stages.
One way to impress your customers is by introducing new features or offering extra value. These can greatly improve their experience and leave a positive impression, leading to higher customer retention in the end.
Another way to improve stages is to evaluate the channels used in the customer journey. Are there any missing channels that should be included? Are there too many channels that aren't effective? By optimizing the channels, you can enhance the customer experience and ensure more effective communication.
Consistency is key. Make sure that you deliver on your brand promises throughout the customer journey. Regularly monitor and assess each stage to make sure you're not only meeting expectations but exceeding them.
For instance, at the purchase stage, current and potential customers expect a smooth and efficient process. By offering incentives like free shipping or exclusive discounts, you can impress them and create a positive impression. Clear and concise communication and timely updates on the purchase status also enhance the overall experience.
When creating journey map stages, some common mistakes can occur:
To help you identify customer journey map stages, we have created a dedicated page with a variety of ready-to-go and free-to-download CJM templates designed for different types of businesses. Each template already includes a set of stages that offer valuable insights and inspiration for creating your own journey maps. And each is fully adaptable to your case.
Mapping out customer journey stages is essential for understanding and improving the customer experience. By considering different approaches, such as defining the map scope, grouping stages by touchpoints, using customers' goals, affinity mapping, and task analysis, businesses can effectively outline the stages of their customer journeys. And thus, to approach the goal of improving customer, employee, user, or any other experience.