Customer Journey Mapping

Improve the experience of a customer on the journey of using your product to solve their most unsolvable problems.

Increase revenue and reduce the cost to acquire customers by improving the experience of your customer’s journey of using your product to solve their most unsolvable problems.

If there is no problem, there is no product. Nobody is going to pay you to solve a non-problem for them.

Solve the Unsolvable with Customer Journey Mapping

Customer journey mapping is an exercise that results in dramatic improvements of the holistic experience. That means it will improve the product itself, marketing, user experience (UX), and merchandising (variety of products and presentation of those products).

How to do a customer journey mapping exercise

On the left side of the paper is the beginning of the journey.

This is where your customer is right now. She has this unsolved problem that you’re going to help her solve. On the right side of the paper is the end of the journey – when your customer has solved her problem by using your platform.

Specifically define the beginning and the end of the journey. (1) Describe the problem your customer is presently faced with. If there is no problem, there is no product. Nobody is going to pay you to solve a non-problem for them. (2) What does it look like when your customer solves her problem using your platform?

Think through each step of the journey starting from the beginning. I typically break this down into three phases: (1) awareness, (2) consideration, and (3) decision. How will you bring the customer from phase one through phase three? Is it the work over once you sell a customer?

I have found that in order to build a remarkable product or offer a remarkable service which solves a previously unsolvable problem for my customer, then it is important to understand that our work has only just begun at the point of sale.

Once I became more skilled at selling, I noticed it was far easier to sell something then it was to deliver the product or service I had sold. This can quickly turn into a bad place for early stage projects. I have found that it is critical to avoid this at all costs. One way of avoiding it is by thoroughly thinking through the entire journey a customer experiences while they go through the entire process of understanding their problem, considering solutions, hiring a company to solve the problem, and then receiving the actual solution in a delightfully remarkable way.

Once a person signs up they now start the next part of the journey where you deliver the value you promised, you service their needs, and provide support. How will you do that? What will each step look like for your users as they go through the signup and onboarding of your platform?

Growth hacking the journey of a customer

As you unpack each step of the journey, dissecting the smallest components of the experience, it may become easier to think about where the moments are that you can influence your user or customer to share her incredible experience with her friends. Is her experience share-worthy? If it is a remarkable experience, how might you make incentivize her to share? Think Uber. They incentivize users to share the experience with friends who haven’t Uber-ed yet by offering you both $15 off your next ride. That is an example of a growth hack built into the platform itself.

Growth hacks are best when they are not afterthoughts bolted onto the platform. Rather, they are built into the core functionality and part of the initial launch strategy. Without those types of growth hacks, would platforms like Uber and Airbnb have grown to what they are today?

Isn’t it interesting to think about how those platforms did not need to worry about marketing departments because they figured out how to use their customers as the marketers?

In a book titled, “The Four Steps to Epiphany”, Steve Blank suggests that we can begin to build companies like this by focusing on our earlyvangalists. Get my next post automatically sent to your inbox to learn more about how to identify your earlyvangelists, and what to do when you know where they are.

by Daniel D'Alonzo

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