There’s lots of talk about sales funnels and moving customers through them. How is that best accomplished? How will your customers’ unique needs and preferences affect their advancement? And how can your corporate branding strategy build trust and add value in order to keep them interested and foster loyalty?
The answer to all these questions starts with the creation of a Customer Journey Map, which teaches brand builders about their customers’ preferences, pinpoints gaps between touchpoints, and most importantly, establishes the empathy necessary for predicting those lucrative next moves.
A Customer Journey Map for Your Corporate Branding Strategy
A Customer Journey Map is a story, written by your ideal clients and recorded by you, in order to boost the efficiency and effectiveness of your corporate branding strategy. The beginning of the story is the first contact with your brand and the end is…well, the end never has to come if client loyalty is established.
The advantages of creating a Customer Journey Map are virtually endless. A Customer Journey Map will:
- Teach your brand about the preferences and habits of your ideal client—which will benefit your brand in all areas.
- Bring clients and potential clients to the forefront of your brand’s operations—where customers should be.
- Foster empathy amongst all your brand’s people—for your ideal client. This increases the chances that all your brand associates will make brand decisions with your ideal client in mind.
- Humanise all brand operations—including those all-important digital ones.
- Flesh out the cause-and-effect of your brand’s processes—so you can adjust focus where needed.
- Provide you with an illustration of what’s going on with your corporate branding strategy and communications strategy—because chances are that you’re a visual learner, too.
- Provide a framework for building trust and reminding you to add value at every touchpoint.
- Increase the likelihood of keeping clients on-board.
Are you convinced that a Customer Journey Map will benefit your corporate branding strategy? If so, and you’re wondering how to get started, here are the four main steps:
- Gather analytics: Prospects’ and customers’ behaviour in relation to your website, social media pages, and online searches is critical to the brand marketing and communications decisions you will make. When you know how people find your brand, what their goals are, and why they give up before buying, you will be more prepared to create a customer journey that keeps them interested.
- Listen to Opinions: Follow ideal clients’ comments in forums and on social media, and decide how what they’re saying can help your brand to better serve their needs. Question your customer service representatives, to learn what consumers like most about your brand…and what they like the least. Focus on your brand’s primary audience first—these are the people with the highest loyalty likelihood. Interview ideal clients and conduct surveys, keeping in mind that what people say and what they do are often two entirely different things (What they do should always take precedence, but what they say can be a bounding-off point).
- Apply what you’ve learnt: By now, you should have gathered information about how customers are feeling at different stages, their motivations, the expectations and questions they have, their preferred communication methods, etc. You should also have a better handle on what you want them to do, specifically, and what you can give them that will add value along the way. Hold onto this knowledge—it will prove to be invaluable in the next, and final, step.
- Create your Customer Journey Map: There’s no right or wrong way to create a Customer Journey Map. You might prefer a timeline, storyboard, or some other type of infographic. The only thing we suggest is that you leave room for evolution, because the things you learn as you progress could (and should) change the story of your Customer Journey Map. Ensure that it’s clear—your people will be referring to it regularly. Include notes about how customers are feeling as they experience each touchpoint; remember to reward them along the way; and focus on major touchpoints, knowing that some will stray from the story…and that’s okay. Post a large, attention-getting copy of your Customer Journey Map for everyone who works for your brand to see.
What could a Customer Journey Map do for your corporate branding strategy? And wouldn’t you love to have more personalised instruction on how to achieve brilliant branding results? Get started by enrolling in our FREE B.R.A.N.D. KickStarter Online Masterclass today. Choose your date, choose your time…and we’ll show you how to map a journey for your customers that leads to YOUR success.