12 Benefits of Customer Journey Mapping

By Scarlett Payne | February 10, 2021

USABILITY

Journey Mapping...

… is a way of mapping customers’ experience with your brand across all touchpoints. At each step of the customer journey, you identify how they feel, their needs, actions taken, questions they may have and how you respond to it all.

Journey Maps Need a Goal

Journey mapping can evaluate an entire business or be used by UX designers to create a single digital product. Either a way, a goal drives the map, and the map evaluates all touchpoints related to the goal.

90%

of user experience professionals say customer journey mapping is beneficial.

Here are 12 reasons why.

1. Create Better Experiences

By understanding your audience’s experiences, you can compare expectations to reality and fill in the gaps. You can enhance your strengths and improve your weaknesses.

2. Grow Your Audience

By making your site easier to use and investing in accessible design, you grow your reach by making it so everyone, including those with disabilities, can engage.

3. Make Marketing Effective

When you understand your customers’ decision-making process, you can create marketing to address their desires. You also learn what works in terms of timing and platform.

4. Omnichannel

Journey maps lead to omnichannel marketing. This encourages user-driven marketing, makes for accurate retargeting across channels, and takes advantage of the mere-exposure effect.

5. Users Achieve Their Goals

When you help users achieve their goals, you improve customer satisfaction while boosting task completion rates.

6. Know Your Customers

You gain an understanding of your current and potential customers and how each buyer persona moves through your sales cycle. This allows you to personalize your strategies.

7. Improve Customer Retention

A good map accounts for post-purchase experiences so that you can use the knowledge of when and why customers leave to get them back and prevent recurring issues.

8. Share Research Findings

Journey maps can convert immense amounts of research into a concise, visually compelling story that better communicates the data’s meaning.

9. Prevent Silos

When there is one map to reference, it enables stakeholders to discuss opportunities to improve customer experience and keeps employees of different departments on the same page.

10. Quicken Sales Cycles

Spot areas of redundancy and remove unnecessary steps to make tasks more efficient for users.

11. Grow Your Business

Journey maps help define goals, align stakeholders, encourage continual improvement, and help you stay ahead of the curve.

12. Opportunity for Innovation

A user journey map’s job is to find areas for improvement; your job is to improve them. You can develop new solutions to benefit your business or become new products.

Reap the Benefits

Whether it’s to map out your entire brand or to create a UX-based website, journey mapping is worth the effort (if you do it right).

Don’t know where to start?

Reach Out