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How Does Customer Journey Mapping Help In Personalization?

A couple is browsing a map.

A customer journey map, or the customer or buyer journey map, visualizes customer interactions and hand-offs across various touchpoints.

Customer journey mapping translates available customer data and their buying/purchase journey into strategic business intelligence.

It involves creating a visual story of customer experiences and perceptions as they travel through the marketing or sales funnel.

This blog talks about how customer journey mapping can boost your personalization efforts. 

Different Phases of Customer Journey Mapping

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A customer journey map is built on different stages. Your customer journey should align these phases with your business objectives to make the most of personalized content. 

Customer Awareness Phase

This is usually when the customer first hears about your brand. Customers can see ads on social media, TV, or even search engines. The customer moves to the awareness stage when they click on the advertisement on your website or app to learn more about your products. 

Customer Acquisition Phase

Congratulations! Your first customer has finally loved your product or service and bought it. Not only that, they have subscribed to your blog so that they can learn about new products. 

Customer Onboarding Phase

In the customer onboarding phase, you can send your customers emails and push notifications to make them feel welcome. You can also recommend products and help them navigate through items you’d think they would be interested in. 

Customer Engagement Phase

This phase is the most satisfying – because your customer regularly engages with the brand across channels. It's important to evolve into a more omnichannel marketing approach to make the overall customer experience fun! 

Customer Advocacy Phase

The last phase is when customers are so happy they recommend your brand to others. This is one of the best ways to get new customers. 

Once you have established customer journey mapping and its various business goal at every phase, it is time to move on to the touchpoints and content.

Customer Journey Mapping and Personalization

Why personalization?

Personalization helps to boost conversions.

It also improves customer engagement. 

Lastly, personalization reduces churn and improves customer retention if done correctly. 

Now that we know the benefits of personalization, mapping it across the customer journey helps drive conversions. 

But at which stage in the customer journey map should you start with personalization? 

  • On the first visit to your website or app. You can use personalized web push notifications based on customer demographics. 
  • On their second visit to your website or app, with no sale. Here, you can use personalized emails with discounts and offers. 
  • After a purchase online, you can personalize your customer onboarding with emails and recommend new products based on their buying patterns. 
  • On a return visit. You can prompt push notifications to increase cart value by recommending related products. 
  • After a long or short gap, you can always reach out to your customers after a long time and offer them discounts and offers via email. 

Customer Journey Mapping and Personalization – Examples

Now that we know the benefits and the various customer journey touchpoints that can be personalized, here are some examples. 

Suppose someone is browsing your store and finds a product they like; they add it to the cart but later abandon it.

At this stage, you can send a push notification or pop-up – asking if there was any reason why they abandoned the cart. You can consider your customer’s behavior history to make the pop-up hyper-personalized. You can also use win-back strategies like promo codes, discounts, free delivery, and loyalty rewards. 

Another stage where customer journey mapping and personalization are the best of friends – is customer onboarding. You can use customer insights to personalize the onboarding journey. For example, the onboarding experience can be seamless and made according to the customer’s preferences, history, location, etc. This will further enhance faster adoption and promote engagement. 

How to Build Personalized Content for Customer Journey Mapping?

To build personalized content for the customer journey, here are a few things you should consider: 

  • Customer’s history: You can know your customer better by checking their history or past behavior with the website or app. You can use this information to recommend personalized products and services. For example, if your customer is a frequent buyer of shoes, you can set up email marketing campaigns to alert them of new arrivals or products. 
  • Psychographic segmentation of customers: In psychographic segmentation, you divide your customers based on psychological characteristics, like personality, interests, opinions, and attitudes. This data will help in personalized marketing across your customer journey map, increasing your chances of a sale.
  • Geographic segmentation of customers: This data helps you send live content based on the customer's location. For example, if your brand is located in multiple places, you can highlight the store location nearest to the customer. 
  • Including CRM data: Another approach to personalizing content is to include preferences and insights from your CRM. For example, you can also send personalized emails to your customer for special events like birthdays and anniversaries. 

Benefits of Customer Journey Mapping

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Customer journey mapping can result in the following benefits:

  • Improve overall customer experience. Brands can draw conclusions based on the customer journey to highlight customer needs, bottlenecks, etc. 
  • Customer journey maps help to identify gaps in the purchase journey and optimize it to drive better results. 
  • Boosts customer loyalty and engagement by providing personalized customer experiences.
  • Lastly, customer journey maps also help to predict customer behavior as they move across the map. This means improved lead nurturing with an always-on presence.

A customer journey map (if designed right) can also influence customer behavior and take them from being just ‘prospects’ to purchase. 

Why Personalizing Customer Journey Map is the Future?

Personalizing your customer journey improves customer experience, which automatically translates into happier and more engaged customers. Mapping the customer journey with personalized messaging and storing customer preferences helps evolve the relationship across the customer lifecycle. The more you personalize, the more customer insights can be gleaned – which, again, would help improve customer experience, boosting conversions and revenues. 

Frequently asked questions about customer journey mapping

Q: What are the benefits of a customer journey map?

A: It helps to understand the path of customers to your product. Marketers are widely used to predict the journey of prospective customers. This further contributes to strategizing communication strategy.

Q: Who is responsible for customer journey mapping?

A: Usually, three different teams are involved in mapping the customer journey.

  1. Day-to-day operations team that looks at the progress of the project
  2. Customer success team, who takes care of customer success
  3. The Action team- this may include people from across the organization-whose actions to draw customer journey

Q: How to measure the effectiveness of the customer journey map?

A: The effectiveness of a customer journey map can be concluded in customer success. It is measured using data collected at various touch points along the journey.

Q: What are some KPIs of a customer journey map?

A: Here are some metrics to be considered as KPI of the customer journey map-

  1. Lower abandonment rate of shopping carts
  2. Reduced customer complaints
  3. Decline in customer churn
  4. Increase in customer referrals

Q: What key information is required to create a customer journey map?

A: First, you must have a repository of the data sets collected from various touch points. It may include-

  1. Competitor analysis
  2. Channel information
  3. Major drop-out points
  4. High-activity time
  5. Customer research statistics
  6. Customer complaints and feedback

Moving ahead, these data set needs to be analyzed to collect insights. This will further help in identifying the gaps and defining customer persona. 

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