Create a Customer Journey Map using RACE [Template]

Find out how to use our consumer journey mapping template to produce actionable insights to improve your marketing and advertising

In today’s digitally connected earth, shoppers have a myriad of alternatives when it will come to connecting with brand names and corporations. There are several advantages to this, this sort of as better attain and more touchpoints to connect with customers, but there are also some downsides.  When wanting at customer journeys, there is rarely only one route obtainable, generating comprehending how your clients uncover and interact with you much more demanding. 

Take into consideration the London tube map. Let us say you want to get to Oxford Circus. You know you can normally get the Central (crimson) line, but you could also get the Bakerloo (brown) line or the Victoria (blue) line, based on exactly where you are coming from. Each and every journey is slightly different, and will give you a specific form of experience.

We can use this imagining when analyzing electronic consumer journeys. One particular buyer could come across you through Google research, while an additional may see an advert on social media, or via an on the net event. In accordance to Salesforce, it normally takes 6-8 advertising and marketing ‘touches’ to build a practical gross sales lead. The complexities of these interactions can appear to be too much to handle to navigate, but with a purchaser journey map you can use this information and facts to strengthen consumer encounter across all touchpoints.

What is a buyer journey map?

A customer journey map is a visible design that demonstrates you how your prospects behave at each and every touchpoint with your company. This technique, also recognised as “touchpoint mapping”, is aimed at reviewing how electronic ordeals and information support purchaser conclusion-earning across a multi-channel journey.

As clients navigate touchpoints in various strategies, maximizing your omnichannel encounter throughout unique platforms is crucial for enhancing the good results of your promoting. McKinsey.com declare that featuring a persuasive omnichannel encounter is no more time a pleasant-to-have, but a “necessity for survival”.

What are the advantages of generating a customer journey map?

Put basically, purchaser journey maps aid you comprehend your buyers’ conduct. You can use them to immediately recognize any doable snags in your electronic journey, and any obstacles to sale. They can also show you what areas of your marketing and advertising funnel are powerful or have to have acquiring.

Buyer journey mapping will help you get into the head of your customers and look at their needs at just about every touchpoint, and as a final result greater predict long term behaviour, wishes and wants. You can then use this information to resolve their discomfort points with your solution/model by utilizing strategic marketing and advertising practices.

But how do you get started?

Being aware of your personas

Ahead of you can commence shopper journey mapping, it is useful to know your essential consumers and how they function throughout your digital touchpoints. The ideal way to do this is to use your critical consumer personas as the foundation for your customer journey maps.

New to personas? Here is a helpful definition:

“A persona is a fictional character that communicates the major traits of a group of end users, identified and picked as a vital concentrate on by means of use of segmentation information, throughout the organization in a usable and productive manner”.

If you require help pinpointing the important personas for your enterprise, we endorse downloading our persona guidebook and template to assistance you get started off. You will want to use a array of details resources and genuine purchaser feedback to develop the most exact personas for your business.

After you have your shopper personas identified, you can start making your shopper journey maps. We advocate building 1 map for every persona, so you can be crystal clear on your unique buyers’ behaviours.

Customer journey mapping with RACE

As consumer behaviour differs at different phases of the shopper journey, we made a useful purchaser journey mapping template to help you map out buyer interactions at each and every phase of Intelligent Insights’ RACE funnel.

Employing your persona details, share what actions, touchpoints, thoughts and thoughts are associated at each and every stage of the client journey, and plot this throughout each and every RACE stage: Recognition, Analysis, Final decision, Retention.

You can access and create your possess editable RACE buyer journey map by downloading our consumer journey mapping template. It features a practical video which describes how to complete every single phase of the map. 

Major tip: When finishing your template, you are seeking at how your persona navigates across touchpoints currently, not how you would preferably like them to! This is an significant difference as we are applying the map to seem for locations we can enhance and strengthen the shopper journey.

The most actionable element of this template is the bottom two rows for every column. This is exactly where we recognize the ache factors and resolutions for every single stage of RACE.

B2C persona case in point: ‘Wendy’

Let us say our persona is Wendy, and in this instance Wendy is seeking for a new outfit to have on to a friend’s marriage. In the Reach phase, she queries for ‘wedding guest outfits’ on Google. The suffering position for our case in point B2C manufacturer listed here could be that we are not ranking organically on Google for ‘wedding visitor outfits’, so it is most likely that Wendy will go to a competitor’s website that is increased up in her search final results. That is poor news for us as it implies we pass up out on attaining a new direct. 

Beneath the Discomfort Details box we have a Resolution box, so you can very easily look at how to address this problem to strengthen the customer journey for Wendy (and your model!) For this trouble, our example business could assess and put into practice greater key word concentrating on in new content/blog article content to emphasize critical wedding day guest outfit terms to boost position above-time. Long-time period, this will aid boost the brand’s posture and visibility in Google for key research phrases that their persona makes use of.

You can use these containers to emphasize blockers that prevent your persona transferring alongside the RACE funnel, and what actionable actions you can just take to solve them. In transform you are going to also get a improved understanding of vital selection points for your consumer. 

To see the whole, finished instance of ‘Wendy’s’ buyer journey map and how to use the template, down load our client journey mapping template.

Turning insights into action

It’s simple to complete a purchaser journey map, be fuelled with inspiration to alter, and then depart it in the ‘to-do’ pile that by no means surfaces once more. Consumer journey mapping offers you a likelihood to identify snags in your current customer journeys and room to generate resolutions to solve them. On the other hand if this details is not integrated with your advertising and marketing strategy, it won’t conclusion up receiving actioned and your enhancements will hardly ever entirely come to fruition.

It is significant that you integrate the resolutions you devise with the RACE template into your in general promoting method, so you can function on improving upon your customers’ journeys at every critical place of the funnel. Look at your persona’s ambitions along with your internet marketing objectives – what are you wanting to realize? Then you can change these insights into action by scheduling what marketing tactics you will use to make improvements to user knowledge and elevate the omnichannel working experience for your buyers.