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Updated: Jul 30, 2021

By NickG

Even the finest marketer will stop in their tracks when creating a customer journey map and discover how little they truly know about their prospects.

Don't worry if this describes you!

Even if you've never built a buyer persona before, we'll walk you through the process by providing a "map" that will help you better understand your consumers and what they want. Let's check out how to get things done. Starting from the Ground Up: The Customer Journey Map's Fundamentals

A customer journey map is a graphic that depicts each phase of the buyer journey, including who the client is, what their wants are, and how they deal with obstacles.

Sales, marketing, and executives may use this map to make better educated decisions and personalise your audience. The first stage in creating a customer journey map is gathering basic demographic data about your clients, such as:

Gender Age Group


Job responsibilities Salary Region Company Size

The majority of this information will most likely be found in your customer database. If not, a survey might help you figure out who your target audience is and what they like to do. It's also good to give your buyer persona or profile character a name and a picture to “humanise” them. Rather than looking at the potential client as a number to put someplace in a sales funnel like a puzzle piece, this brings out more of our emotional, sympathetic side. Let's look at an example of a customer journey now that you know the essentials.

An Example of a Customer Journey Map

We've picked Radziah, a marketing director in her late forties, as our case study.

Her primary responsibilities include lead development, sales management, and competition information collection. She is in charge of organising and prioritising campaigns. She's an expert at acquiring competition knowledge and putting it to good use to strengthen the brand while solidifying consumer loyalty in a crowded industry.

Lucy is seeking to simplify the social media interaction process without compromising the brand's "personability" as a result of its rapid expansion.

She's looking for a solution and would like to make an informed decision quickly. To keep with the map theme, this is where we'll begin. Then it's time to consider the voyage.

The buyer's requirements are our initial stop on the map.

She's done her homework and knows what's out there. If we look at it from the perspective of a typical sales funnel, she's at the "comparison shopping" stage.

She'll also want to make a decision as quickly as possible. Recognizing the Buyer's Needs

Buyers are ready to express their requirements. Simply said, all you have to do is ask.

Simple lead nurturing and follow-up inquiries may reveal a lot. Simple polls and surveys may reveal a lot about where the customer is in the buying process (and whether they have an urgent need for your product or service versus basic curiosity). Even if we don't know what they want exactly, we may offer a few broad assertions that pertain to our persona.

What would a person in this position require from our solution?

For starters, the buyer will most likely need thorough documentation of the goods. She'll be in charge of dozens, if not hundreds, of employees, some of whom may be more technically knowledgeable than she is (depending on their age).

Some employees may be able to take it up quickly, while others may require more time. We'll include the persona's demands as well as their position in the decision-making process (one persona can play various roles in the decision-making process, such as user and initiator).

There's also the requirement that any solution be adaptable and flexible enough to work with existing platforms and technologies.

Certain processes and criteria, such as cloud-based access and particular security standards, are likely to be added to the mix.

These elements can have an impact on, and even clash with, the core buyer's desires. The committee frequently takes judgments such as these which can lengthen the time required. Objections to Customer Journey Maps: How to Handle Them

There will be barriers along your customer's path, just as there will be in any map. In your customer journey map, you'll want to highlight those. Their selection will be influenced by restrictions and concerns, disappointments, and difficulties. You may discuss these roadblocks and include them in your customer journey map so that salespeople are prepared to handle the most common objections before they become big issues.

You must also determine where this buyer stands on the decision-making scale. Will they make use of the item? Trying to sway the decision-maker? Making touch with the firm for the first time? Is it possible to combine all of these?

Make a note of these concerns on your map, as well as the buyer persona's position in the decision-making cycle.

As a result of our example, you'll get a fairly robust "Buyer Persona" for your deck or other intended use. We've discovered (and brainstormed) the buyer's potential here:

Needs Concerns


Sense of urgency

Where are you in the buying cycle?


In short all of the necessary sales-propelling data to recognise objections, worries, and frustrations while focusing on needs, requirements, and urgency. We've discovered crucial demographics about our buyer, as well as key information that may be stopping them from taking action or facts that might propel a transaction forward.

Our customer journey map is more like a mind-map that is always being changed and revised than a nicely structured, bulleted list. Our customer journey map may not be as neat, but it is closer to the actual customer experience, therefore very practical. Consider the last time your company made a significant purchase. Isn't it rare that a single path be taken from beginning to end?

There are several things to iron out, presentations to see, and recommendations and signatures to collect.

It's a lengthy process, and a flashy list of bullets won't suffice – especially in today's world of two-way communication. Make a customer journey map for each customer type.

Now you must repeat the procedure with each and every sort of buyer your firm encounters. Each consumer will have a unique buying process, objections, and problems.

For example, in the retail industry, there are suppliers, wholesalers, resellers, and a slew of other personalities. You must address each and every one of your customers individually. Conclusion

Don’t panic, prioritize.

Focus on your most profitable customers first and find the unifying threads that tie them together, then repose on that persona. Once you've got those down, start working down the list until you've got all of your customer journies mapped.

And remember that buyers are multi-faceted citizenry .

Sometimes they create decisions that go against the grain of even the foremost well-developed persona. It happens.

But, once you have a far better idea of who your customers are, you'll build simpler conversion funnels that make it easy for buyers to require the action you would like them to require .

Are you getting to create a customer journey map? What's holding you back?

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