What Can Product Managers Learn from a Customer Journey Map? The team or company is then in a better position to identify any areas of that experience that could be streamlined or improved. In other words, creating a customer journey map allows a team or company to view things from the vantage point of customers and prospects coming to their business through any number of touchpoints and channels. Similarly, when they can see and review their entire sales funnel, the team might realize there are missing steps in their customer’s journey, meaning they are asking their prospects to take too big a leap at some point to the next stage in the sales funnel. When stepping back and viewing this entire process, for example, the team might discover there are too many steps - some of which are unnecessary or could at least be shortened - and that as a result, they are losing prospects. Sales teams, for example, can develop customer journey maps to get a holistic, objective view of every step a prospect must take as they move through the sales funnel. Why Are Customer Journey Maps Important?Ĭustomer journey mapping is an important process because it can help various teams across a company gain a better understanding of the experience that prospective and existing customers have when dealing with their organization. You might also develop a customer journey map to document the entire process a customer goes through to buy your product - from their first visit to your website, through signing an agreement with a sales rep. This could include, for example, the path a visitor to your website takes to reach your trial-signup page. A customer journey map is a visual depiction of all steps a customer or prospect takes when interacting with your company with a specific goal in mind.
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