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The Customer Journey Map in B2B: Key Points



Featured image: The Customer Journey Map in B2B: Key Points

If you’re in business, you know that your B2B customer journey map is more than a transaction. It’s about engaging with them and earning their trust so they’ll come back for more. You want them to recommend you to their friends, and tell others what a fantastic experience they had with your company. 

It’s crucial to consider how your customers interact with your brand from start to finish. Put yourself in your customer’s shoes. Take note of customer actions. Thus, what could be better than a customer journey map filled with customer data?

What Are Customer Journey Maps?

A customer journey map represents customer steps as they interact with your company. It helps you understand the customer’s experience of your product or service. You’ll also learn where they get stuck. And what would improve their experience and customer satisfaction. 

This is the time to conduct research and survey customers to determine how many touchpoints are in their customer journeys and where to identify gaps. Since they talk to customers every day, get your sales teams involved.

You can use customer journey mapping at every stage of your business. Start from planning to execution to roll out. A successful B2B customer journey map template will help you identify improvement opportunities:

  • Marketing programs
  • Product features or services
  • Customer support processes
  • Customer interactions
  • Customer pain points
  • Market research
  • Customer persona
  • Customer experience

Why Do You Need a Customer Journey Map?

customer journey map

Why do you need a customer journey map? Because the more you know about your average customer, the better equipped you are to create products and services that meet their needs. It’s also helpful for identifying gaps in your current product offering. Customer journey mapping is about ensuring customer success and customer loyalty along user journeys.

And if done right, this customer research process can help you develop ways to nurture relationships with these customers over time so they’ll continue coming back for more. It also helps you to predict the entire journey and even how your customers feel. 

Your customers are concerned with WIIFM (what’s in it for me). Thus, the better you understand their journey, the better you can ensure your messaging addresses WIIFM. The result of creating such a map for improving the customer experience? Higher revenue growth.

How to Create a Customer Journey Map.

typical customer journey route

To create a customer journey map, you need to ask your customers what they want from your product or service. How do they envision their ideal customer experience? This is crucial because it helps you understand their needs and expectations, as well as their customer experiences. 

Take time to understand how the customer interacts. Make sure they know where they are in the process before talking about how you can improve their experience and future interactions.

To illustrate, if someone has heard about your company through an ad on Facebook, don’t use these customer interviews to ask how the website looks. At this stage in the journey, these things aren’t as important as understanding what people need from your product/service.

Once you have gathered enough information about how customers use (and don’t use) your product/service, it’s time to structure all this data into something more manageable: A customer journey map with all the touchpoints gathered from a shared understanding.

For instance, let’s say you have a startup that sells skincare products. You could ask yourself:

– What are the steps that my customers go through before they buy a product?

– How do they feel at each step? Do they feel excited, anxious, or relaxed?

– How can I make their customer experience better?

4 Benefits of Customer Journey Mapping for Your Business

1. Understand where your customers are in the sales cycle, so you can better reach out to them at the right time.

2. Identify pain points, so you can make changes to fix them and improve your conversion rates.

3. Create better content for each stage of the sales cycle, so prospects are more likely to convert.

4. Map out your customer’s experience from start to finish.

Possibly Unpopular but Honest Advice About Customer Journey Maps

The customer journey map is a simple user journey of the path that a customer takes through your business; it represents customers’ experiences. It can also be helpful in highlighting bottlenecks, problems, and other areas of concern. You want your entire organization to use customer feedback to understand every pain point.

But there’s one thing that you should know before you start mapping out your customer journey: It’s not a science. There are no hard and fast rules because every business is different. 

The best way to use these tools and customer journey map templates is to learn from what your customers actually tell you they want and to gain a deeper understanding of the existing customer journey. 

Remember, the objective is to ensure you always put the customer first.

Focus On The Observations

Your job on the team is to observe your customers’ behavior—and not their purchases or what they say in surveys. The real gold is in understanding how your customers make decisions about where to go next. 

Have you noticed new customers are leaving their cart empty? Is there something wrong with the products themselves or with how you present them? 

Is it confusing for them because there are too many options? Are they not sure how much money they have left in their budget? Or do they feel like shopping around first before committing?

Besides, customer journey maps can help you figure out how your company is doing. But, they’re not going to tell you what exactly you need to do. That’s up to you.

What we mean is: Customer journey maps are useful if they’re part of a broader strategy. But if all you have is a customer journey map? You’re going to miss some stuff.

What Are 5 A’s Used for Building a Customer Journey Map?

The 5 A’s of building a customer journey map are awareness, appeal, ask, act, and advocacy.

Awareness is being aware of your customers and their needs. You need to understand what they want and how they want it.

Appeal is making your brand stand out from the crowd by providing value or quality. You’ll want to make sure that your product or service appeals to your audience in some way.

Ask is asking for the sale. Once you’ve gotten their attention and made them want what you’re selling, it’s time to ask for action. This could be as simple as putting a button on your website that says “Buy Now.”

Act is acting on the information you’ve gathered about your customers’ needs and wants. This involves following up with potential customers until they buy something from you.

Advocacy refers to encouraging customers to tell other people about their experience.

What Is the Difference Between a Customer Journey Map and a Marketing Funnel?

A customer journey map is a tool that displays your customers’ experiences. It can help you see where they have problems, where they’re confused, and how they feel about your brand.

A marketing funnel is a tool that helps you measure conversions. It can show you how many people saw an ad, clicked on it, then filled out a form, or bought something.

Both can be useful in different ways—but they’re not the same thing.

What Are The 7 Steps to Map the Customer Journey?

customer journey illustrated

The 7 steps to map the customer journey are:

1. Identify the target audience.

2. Define their needs and wants.

3. Determine how they’re searching for products and services you offer.

4. Figure out where they’re getting information about your competitors.

5. Find out what social networks they use. Learn how often they visit them (and how many followers/friends they have).

6. Identify their pain points, worries, and concerns.

7. Include an action plan at the end of each step. This helps you to move forward with each piece of information you’ve gathered.

A B2B Customer Journey Map Is an Effective Way to Improve Your Customers’ Experience

A customer journey map is a visual representation of your customers’ journey. It shows where they start, what problems they face along the way, and how you can help them reach their goal. 

Using this information, you can identify where users get stuck.

How To Create Your First Customer Journey Map in 2 Working Days

Here’s how to create your first customer journey map in two working days:

Step 1: Start with the end in mind.

What do you want to achieve? Where do you want to be in a year? How do you want your customers to feel about your company? Think about what success looks like for you, and write it down.

Step 2: Think about the people who make up your customer base.

Who are they? What do they need from you? What would make their lives easier if they used your product or service? Write down some notes about the types of people who might use your product or service. Determine the kinds of problems they face that they can solve by using your product or service.

Step 3: Interview a few people from each group (if possible).

If you can’t talk to real customers, try talking to friends and family members who fall into these categories instead! Ask them what their biggest pain points are when it comes to using [product name] (or whatever product/service/tool/etc., it may be). If possible, record these conversations so that you can review later.

Once you know who you’re mapping, it’s time to start mapping. The best way to do this is by drawing out your customer journey on a whiteboard or piece of paper. Don’t worry about making it perfect—this will be a rough draft.

Add Creativity

Now that you’ve got the basics down, it’s time for some fun stuff: Color. Consider this as part of your customer journey mapping tools. Use different colors for different parts of the customer’s journey and customer touchpoints so that each stage of the journey stands out. You can also add details like arrows between different steps.

Finally, don’t forget about people. When creating your customer journey map, make sure that every part of it reflects how real people interact with products like yours.

The Takeaway

The takeaway of customer journey maps is that they are an amazing tool for identifying the problems in your business and figuring out what you need to do to fix them. They show you where your customers are struggling. They also help you come up with solutions.

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