Post Malone or Mozart?
I will admit, it was definitely not what I was expecting…
While driving the other day, I asked my Tesla to play Scène from Tchaikovsky’s Swan Lake. (I was in a contemplative mood 🧘)
After the song ended, I expected the auto-streaming feature to continue in the classical genre. More Tchaikovsky. Maybe a little Mozart.
Instead, it started playing Sunflower by Post Malone. 🤔
Now, that’s also a song I appreciate, but definitely not what I was expecting.
Because I’m a bit of a marketing and customer journey nerd, I then went on a mental quest to figure out what linked those two songs together. When I asked it to play Tchaikovsky, what in the algorithm made it think that Post Malone was the next logical step in my listening journey?
Continuing my quest, when I got home, I asked Alexa to play Scène, strictly to see what it would play afterward.
Mozart’s Piano Concerto No. 21 in C Major, of course.
Same customer, same request, two very different customer journeys.
Ultimately, having a well-thought-out customer journey enables you to deliver exceptional experiences, build stronger customer relationships, and drive business growth in a customer-centric manner.
Having a poorly constructed customer journey leads to confusion and missed sales.
Here are 3 key steps to mapping out your own customer journey:
Step 1: Define the Customer Persona
It's important to have a clear understanding of your target audience. Start by developing detailed customer personas that represent different segments of your target market. These personas should include demographic information, goals, motivations, pain points, and preferences. By defining customer personas, you can tailor your customer journey map to specific customer segments and their unique needs.
Step 2: Identify and Map Customer Touchpoints
Once you have defined your customer personas, identify the various touchpoints or interaction points where customers interact with your business throughout their journey. These touchpoints can include initial awareness, research, consideration, purchase, post-purchase, and advocacy stages. Map out each touchpoint and consider both online and offline channels, such as your website, social media, customer support, physical stores, and more. Try to capture the complete end-to-end customer experience.
Step 3: Capture Customer Thoughts and Emotions
I think this might be the most important step. It’s time to really step into your customer’s shoes and flex your empathy muscles. As they go through each of the touchpoints with your business, what are their thoughts, emotions, and pain points at each stage of their journey? What objections might they have and where do they need the most support?
This step helps you understand how customers perceive and feel during their interactions with your brand. You can use customer feedback, surveys, interviews, and social media monitoring to gain insights into their emotional states, but also just take a moment to try to see things from their perspective.
By following these three steps, you can build a solid foundation for creating a customer journey map that accurately represents the experiences, needs, and emotions of your target customers.
It's important to keep in mind, though, that customer journey mapping is not one-and-done - it’s an ongoing process that requires continuous refinement and updating as you gather more data and insights.
And I’m curious… which journey would you have preferred? Post Malone or Mozart? 🤔🙃
Until next time!
Olivia
When the day is done…
…the kiddos are in bed, and you're snuggled up with some tea (or wine...mama's choice), join me for business and marketing tips plus a sneaky peak behind the scenes of my life as a mompreneur with multiple businesses and a toddler.
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