To accurately represent the customer’s journey, look at quantitative data (to see what customers are doing) and qualitative data (to understand why they’re doing it). How to build a current state customer journey map Sales and marketing teams can also collaborate to create sales enablement content so every sales funnel touchpoint is customer-centric and nurtures prospects toward making a purchase decision. This way, you can double down on positive customer experiences and optimize the rest.įor example, understanding every existing touchpoint helps marketing teams plan and provide relevant content for each stage of the customer lifecycle. By gaining a realistic picture of how customers interact with your business, you can identify what’s working and any potential roadblocks or sources of friction. How it can improve your sales and marketingĪ current state map should tell you what’s actually happening in the customer’s journey, not what you wish was happening. The result is a factual map of their journey, accurately recording all the customer touchpoints and how they experience them. Example of what a completed current-state customer journey map looks like.Ī “current state” customer journey map, sometimes called a CJM, aims to assess how customers are presently engaging with your business.
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