Customer Journey Mapping - An Empathetic Approach To Your Marketing And Sales Strategy

Georgina Fail

Customer Journey Mapping is one of our favourite planning tools here at Bang. It allows you to create a visual representation of your customer’s journey from the research stage, through to purchase, and onto advocacy for your brand, product or service. Through this process we get to see what's happening in the customer's world before, during and after they approach your business and can begin to step into their shoes to lay out a marketing and sales approach that best suits their journey.

Though our Customer Journey Mapping methodology, we outline all of the touch points you as a business have with your customers. We then identify where the weaknesses and opportunities in your marketing strategy lie so you can address them in a way that best meets your ideal customers' wants and needs.

To develop a Customer Journey Map we consider the following:

  • What is your core objective?
  • Who is your customer, and what does their persona profile look like?
  • What pain points might they be suffering?
  • What are they thinking and feeling?
  • Where do they turn for information?
  • What drives them to act?

These considerations allow us to look at your customers in an empathetic way, so we can tailor messaging and collateral in a way that makes their lives easier and makes them want to turn to you when it's time to buy. 

To generate this powerful tool, we gear ourselves up with good old whiteboard markers and our all-time favourite post-it notes, pull in team members from our strategy and UX departments and invite along your brightest minds to workshop the initial version of the map. At this stage, it’s all about brain power. We then go away to reassemble the map, fill in any gaps, highlight any opportunities (or gain points as we like to call them), outline deliverables, and turn the mish-mash of post-it notes into a beautiful visual design that you can then email around to educate your colleagues or blow up in big print to hang on the walls of your office.

Your Customer Journey Map can then inform your marketing and communications plans, website UX, Account Based Marketing strategy, and bring your organisation into alignment across departments such as marketing, sales, and service delivery so you’re going to market with consistency, efficiency and impact.

If that all sounds useful, speak to us today to learn more about how we can help you map your customer’s journey.

Customer Journey Mapping is one of our favourite planning tools here at Bang. It allows you to create a visual representation of your customer’s journey from the research stage, through to purchase, and onto advocacy for your brand, product or service. 


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