STEAL THIS! A RESEARCH PLAN FOR CRAFTING CUSTOMER JOURNEY MAPS

by Carolyn Gawkowski

Customer Journey maps help teams create the best experiences for their customers by identifying pain points and opportunities for improvements to their current product. 

But creating an accurate and effective customer journey map requires solid customer research. Here is a plan for the research needed to create an informed journey map.

Customer Surveys

Customer surveys can tell you how your customers interact with your brand, what they value most, and where they encounter problems. Create a survey that asks questions about all stages of the customer journey, including the part before and after the customer uses your product. Include open-ended questions to allow customers to share their own experiences and opinions.

Customer Interviews

One on one interviews allow teams to gather more detailed and nuanced information about their customers’ experiences, needs, values and behaviors. Refer to my article on How to conduct one on one interviews for additional roles and how to.

Customer Analytics

Reviewing inputs such as website analytics, purchase history, and social media engagement, can help teams gain a better understanding of customer behavior and preferences. This data can be used to identify patterns and trends, as well as areas where customers are dropping off or experiencing issues.

Customer Feedback

Gather feedback through any additional channels, like customer support interactions, online reviews, and social media. This helps identify areas where customers are encountering issues and provide opportunities for improvement.

After following this research plan, teams will be prepared for the Customer Journey Workshop and be able to empathize and identify opportunities and pain points for their products.