How To Map Your Customer Journey Properly
Cade Witnish, managing director of Loud&Clear, is all about the customer journey, and in this opinion piece reveals his secrets to figuring out what your customers want.
It’s one thing to come up with a great app idea or solve a real business problem with technology. Sadly, getting to that point and not knowing what comes next is the downfall of many tech startups. But what is it that is going to keep people coming back to re-use your app, website or product again? How do you harness the magic that gives your customers such a wonderful experience that they are compelled to recommend it to friends?
In both cases, it’s ‘moments of delight’. To find these moments, we rely on user journey mapping.
It’s important to use logic, imagination, intuition, and systematic reasoning to explore possibilities of what could be, but it’s also important to make sure that you don’t get lost in the solution or design before you’ve fully considered the customer.
Customer journey mapping can reveal opportunities to create customer delight. It’s a strategic tool that ensures every interaction with the customer, even the typically painful ones, are viewed as an ‘opportunity’ to delight.
Typically business people start with the destination – the customer purchasing or using your product – as the end result. All of the focus is on the final transaction, which is not the best way to approach customer journey mapping. For clarity, let’s look at a non-tech example of a user journey, identifying pain points and opportunities to delight.
A typical food court attracts a busy lunchtime office worker trade. As a proprietor within the food court, you start with the destination – provide healthy and tasty food to customers, which you do well. However, with the customer user journey in mind, you observe the following:
- Customer arrives at food court hungry with limited time
- Customer has no cash on them and has to line up to take money from the ATM
- Customer prefers fresh, healthy (tasty) option if possible but is annoyed if they have to line up too long for food
- Customer wants to buy a drink, but doesn’t want to lose their place in line to get it from the fridge which is not en-route to the ordering
- With nowhere to sit down and lunch break time a premium, customer goes back to the office and eats lunch at their desk.
As you can see, the emotional, functional and logistical components are often very different.
It can be useful to plot the moments of frustration and delight along the journey.
In this example, we have identified five possible customer pain points. If we analyse each of these through the filter of ‘an opportunity to delight’, the proprietor’s re-worked customer journey might look like:
- An online ordering platform that allows the customer to order from their desk or phone and have their meal waiting to collect,
- an eftpos facility with no minimum or surcharge, and ability to take out cash so there is no line at the ATM,
- a line that moves along the back of house production line so that the customer can see their order being made as they move along,
- a fridge with drinks enroute to the line moving to the ordering or payment area, and
- menu items designed to be easily eaten without fuss for those customers that simply must rush back to their desks.
This customer journey mapping and the process of identifying moments of delight is just as useful for online applications. In this case user journey mapping helps to define the user experience (UX) and the digital interface for your product. You need to look not just at the delivery of the product, but how you can make sure the customer journey is at the heart of that product delivery. Each challenge on that journey should be viewed as an opportunity for you to fix it and make your customer say ‘wow!’
So how do you go about understand the journey of your customer?
When working through your customers’ user journey consider the following:
- Take the customer’s perspective. Avoid using jargon, stick to customer friendly terms,
- be emotional. The customer journey map reflects how the customer is feeling every step of the way,
- be universal. For now, keep the journey map universal and apply it to all customers. You can segment it later,
- gather lots of input; get the input and involvement from the multiple departments or people that interact with the customer, and
- keep it simple.
By taking the time to understand your customer’s journey, you can clearly identify moments of need. These moments present an opportunity for your product to engage positively with your customer, and that’s good for everyone.
Latest News
Mastercard Nabs Florencia Aimo From Marriott International
Florencia Aimo (lead image) has been appointed to the role of vice president of integrated marketing and communications, Australasia, at Mastercard after the departure of Kirsty Redfearn earlier this year. In the new role, Aimo will lead Mastercard’s marketing efforts across Australia, New Zealand and the Pacific Islands. She will manage a high-performing team of […]
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Bastion has appointed one of the industry’s most respected and experienced leaders, Cheuk Chiang, as CEO for Australia and New Zealand to deliver against the agency’s plans for significant growth. Lead image: Jack Watts and Cheuk Chiang Chiang, whose career has been deeply rooted in innovation and leadership across creative, media, data and technology, where […]
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
It’s only Wednesday, and this week in the professional sporting world has already been shrouded in disappointment. From the Cronulla Sharks’ Braydon Trindall being barred from training and playing for the immediate future due to an alleged Drug and Alcohol driving charge, to the Newcastle Knights losing superstar Kalyn Ponga to a long-term injury and […]
The Power Of Nostalgia: Reinvented Macca’s Chant Gets Aussies Singing
If you, like most of the country, can’t seem to get the iconic Big Mac chant out of your head and have been seriously craving a famous burger over the last few weeks, you have experienced first-hand the success of the latest Macca’s Big Mac campaign. Bringing back the iconic chant and last week introducing […]
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
The 71st Sydney Film Festival has announced that it will present the World Premiere of Midnight Oil: The Hardest Line for its Opening Night Gala on Wednesday, June 5, at the State Theatre, followed by a post-screening celebration in the Sydney Town Hall. The Hardest Line tells Midnight Oil’s trailblazing story for the first time […]
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
IntelligenceBank, the platform that empowers global marketing teams to go to market faster, maintain brand integrity across channels and maintain legal compliance, is pleased to announce open entries for the 2024 Brandies. Once again, the Brandies will celebrate the brilliant brand work produced by marketing and brand heroes worldwide. Past winners included marketing teams from […]
The Fred Hollows Foundation Appoints Ardent For PR
The Fred Hollows Foundation has appointed Ardent, an independent full-service agency, to lead its upcoming public relations campaign, concluding a competitive pitch process. The exciting partnership will see Ardent support The Foundation across earned media relations, ambassador procurement, influencer engagement, and social media amplification for their two major community fundraising events in 2024. With an […]
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Fiverr International Ltd. has released its 2024 Business Trends Index, which is compiled from trending searches for freelance digital services on Fiverr’s platform. Among the millions of searches on the marketplace over the past six months, AI, eCommerce and social media marketing all saw significant increases. The Index shows that businesses are seeking out skilled […]
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
oOh!media has launched Perth’s first 3D anamorphic billboard. Located in Yagan Square, the billboard will display ads for local science museum Scitech, created by oOh!’s creative innovation hub POLY. Richard Moore, production and content director, POLY, said: “oOh! continues to invest in adding scalable 3D and 3DA technology to our digital network across Australia. It […]
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time, […]
Amanda Laing Announces Resignation From Foxtel Group
The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]
Howatson+Company Acquires Akkomplice
Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]
Google Delays Third-Party Cookie Deprecation Again
Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Marketing advisory, strategy, and analytics company Forethought have revealed that only 3.3 per cent of Australians ranked education as the top priority for the Federal budget, falling well behind areas such as cost of living (53 per cent), healthcare (13 per cent), and housing (13 per cent). When it comes to education in particular, universities […]
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.