WEBVTT 00:00.140 --> 00:05.030 In this video, I want to introduce you to the concept of a customer journey map. 00:05.030 --> 00:11.600 This is something you would create after you've identified your customer demographics, psychographics, 00:11.600 --> 00:14.330 and created the customer avatar. 00:14.360 --> 00:21.200 Once you have the avatar, essentially a description of your customer's day and you know how to promote 00:21.230 --> 00:28.010 to them, etc. the next and one of the last parts of the process is a customer journey map, which is 00:28.040 --> 00:30.320 what we're going to go over in this video. 00:30.320 --> 00:37.700 And typically not always, but typically the customer journey map from the A to the Z from the very 00:37.700 --> 00:40.040 beginning to the end looks something like this. 00:40.070 --> 00:46.490 In these seven steps, before your customer even knows about your business, the first step is to create 00:46.490 --> 00:47.390 awareness. 00:47.390 --> 00:51.050 This is essentially your marketing after awareness. 00:51.050 --> 00:53.150 The second phase is consideration. 00:53.150 --> 00:55.940 This is where the customer is thinking should I buy this? 00:55.970 --> 00:57.110 Is it right for me? 00:57.110 --> 00:58.730 Then number three decision. 00:58.730 --> 01:04.280 This could be the negotiation or the customer's internal decision making process. 01:04.280 --> 01:09.080 You have to find a way to aid them to make sure that they buy from you after they've purchased from 01:09.080 --> 01:09.260 you. 01:09.260 --> 01:13.400 The next phase of the customer journey map is the delivery. 01:13.430 --> 01:20.630 You want to deliver your product or service in a smooth way that delights customers and makes them feel 01:20.630 --> 01:22.580 happy that they joined or bought. 01:22.610 --> 01:26.510 Then there's onboarding or early use. 01:26.510 --> 01:30.200 You want to make sure people are not confused about how to use your product. 01:30.200 --> 01:35.480 You want to make sure they're happy and they're gaining confidence as they go, and getting more and 01:35.480 --> 01:36.740 more from your product. 01:36.740 --> 01:43.370 After that, if the early use is successful, then you work on building customer loyalty. 01:43.400 --> 01:49.070 How do you get them to stay as a customer in your business long term and buy more from you for as long 01:49.070 --> 01:50.060 as possible? 01:50.060 --> 01:57.350 And then there's the last step customer advocacy, where the customer loves your business so much that 01:57.350 --> 02:04.750 they invite friends, They post nice reviews and essentially become a marketer for your business. 02:04.780 --> 02:06.640 That's the A through Z. 02:06.670 --> 02:12.400 Usually a customer journey map is done in a nicely laid out grid. 02:12.400 --> 02:18.880 When I try to create this kind of a grid for you, my grid didn't look very good. 02:18.910 --> 02:20.110 To be completely honest. 02:20.110 --> 02:27.970 So because of that, I asked ChatGPT Artificial Intelligence to make a very nice customer journey map 02:27.970 --> 02:28.420 for us. 02:28.420 --> 02:37.330 For a scenario where you have a digital marketing agency and you want to create and understand your 02:37.330 --> 02:38.530 customer journey map. 02:38.530 --> 02:46.780 So let's look together at the customer journey map in a nice grid layout with every step detailed that 02:46.810 --> 02:48.160 I created. 02:48.160 --> 02:54.220 And again, I really tried to make it on my own, but mine was just visually not good looking, so that's 02:54.220 --> 02:55.420 why I used AI for this. 02:55.420 --> 03:00.790 Usually I try not to use AI because I want to give you a genuine course taking experience that I created 03:00.790 --> 03:01.210 for you. 03:01.210 --> 03:05.140 But in this case, what I was creating just wasn't visually looking very good. 03:05.140 --> 03:07.150 So here's what the I created. 03:07.180 --> 03:10.750 As you can see, everything here is in a very nice grid. 03:10.750 --> 03:13.060 And there are these seven steps. 03:13.060 --> 03:20.770 On the left side you see the phase awareness, phase consideration, phase decision making, phase onboarding, 03:20.770 --> 03:23.950 early use, ongoing engagement and loyalty. 03:23.980 --> 03:26.020 Some of the terms are a little different. 03:26.020 --> 03:32.350 Like in my case I called it early use and customer loyalty. 03:32.500 --> 03:34.690 The I added an extra step. 03:34.690 --> 03:37.540 There's like early use ongoing engagement. 03:37.540 --> 03:41.710 So they made two sections out of this. 03:41.980 --> 03:49.000 But it's essentially the same steps in the same process because after the consumer makes the buying 03:49.030 --> 03:53.650 decision, they go through the onboarding process, then they start using the product. 03:53.650 --> 03:59.070 Then hopefully they love the product and get engaged more, and then they become loyal clients. 03:59.070 --> 04:05.370 So the I just created a slightly more detailed set of steps, but the process is still the same. 04:05.370 --> 04:09.780 And what I want to point your attention to is the other columns. 04:09.780 --> 04:17.550 They are there to help you dig into and understand better the nature of your client's experience. 04:17.550 --> 04:23.490 And creating the customer avatar really helps in this, because you can take the customer avatar and 04:23.490 --> 04:26.490 think for that persona, how would they feel? 04:26.490 --> 04:30.930 So in the awareness phase, let's say this is a business owner. 04:30.930 --> 04:34.350 They need a marketing agency, but they haven't hired one yet. 04:34.350 --> 04:40.200 So the customer actions might be they recognize that they're declining in sales. 04:40.200 --> 04:42.600 Then they Google for solutions. 04:42.600 --> 04:45.900 Then they come across some blogs, ads and other things. 04:45.900 --> 04:47.940 What are their emotions at that moment? 04:47.940 --> 04:48.990 They're feeling overwhelmed. 04:48.990 --> 04:49.950 They need help. 04:49.950 --> 04:52.170 They're slightly curious, but they're slightly skeptical. 04:52.200 --> 04:52.440 Right. 04:52.470 --> 04:57.210 Buyers are very skeptical during the awareness, especially in certain fields more than others. 04:57.240 --> 05:02.910 Then the touch point they might find you in online search, in your social media ads, etc. and then 05:02.910 --> 05:03.990 you list your opportunities. 05:03.990 --> 05:05.190 What can you do? 05:05.220 --> 05:12.180 For example, you can use SEO and paid ads to come up in Google or promote on social media, etc. then 05:12.180 --> 05:14.100 what happens during the consideration phase? 05:14.100 --> 05:20.250 Same process you think about okay, what are the consumer actions during the consideration? 05:20.610 --> 05:25.110 Maybe of course they will research multiple similar companies to yours. 05:25.140 --> 05:31.140 If you have an agency, they might research multiple agencies, they might read reviews and portfolios. 05:31.140 --> 05:38.070 And I don't want to read every part of the grid here because the video will become very, very long 05:38.070 --> 05:39.480 and it will just be boring for you. 05:39.480 --> 05:41.400 But you can kind of read this on your own. 05:41.400 --> 05:45.360 I'll scroll through these so you can pause the video and focus on these. 05:45.360 --> 05:52.110 But essentially what you want to do is create these columns for you. 05:52.230 --> 05:54.060 The phase of the process. 05:54.090 --> 05:58.280 What are the customer actions at that moment based on the avatar? 05:58.310 --> 06:04.430 What are the emotions of that customer based on the avatar you created, that customer profile you're 06:04.430 --> 06:05.270 working from? 06:05.300 --> 06:11.180 And then what are the touchpoints you have with that clients to influence the nature of their experience 06:11.180 --> 06:12.710 and then opportunities? 06:12.710 --> 06:16.400 How can you influence the nature of their experience? 06:16.430 --> 06:24.560 So for example, in advocacy, you might have successful clients create customer testimonials or you 06:24.560 --> 06:26.870 might offer incentives for referrals. 06:27.140 --> 06:32.300 And what this is going to do is one, it's going to help you create a better product. 06:32.330 --> 06:39.860 Number two, it's going to help you sell better to new clients and also to existing clients, because 06:39.890 --> 06:47.780 existing clients, when they're going through the period of early use, ongoing engagement and loyalty, 06:47.780 --> 06:52.940 well, if you can get loyalty, they're going to buy more from you, and then they're going to transition 06:52.940 --> 06:55.670 to advocacy where they're actually going to help you promote. 06:55.670 --> 07:01.040 So getting this right can make a very big positive impact on your business. 07:01.040 --> 07:11.150 And the benefit of the customer journey map is that you can zero in and focus on every single step and 07:11.150 --> 07:13.640 work to perfect every single step. 07:13.640 --> 07:19.430 Because if you notice, the early use isn't so good because a lot of customers are dropping off. 07:19.460 --> 07:28.520 Okay, you can go and look which employees are responsible for onboarding and early use of the clients, 07:28.670 --> 07:34.970 observed their behavior, maybe have them do some training, maybe restrategize how you approach the 07:34.970 --> 07:38.240 onboarding and maybe have more explanations. 07:38.240 --> 07:43.280 Work more closely with clients so that they start to feel more confident in you. 07:43.280 --> 07:49.550 Build the relationship a little stronger, and then suddenly the early use will no longer be a problem 07:49.550 --> 07:56.240 point, and people will easily transition to ongoing engagement and hopefully from then on everything 07:56.270 --> 07:56.570 is great. 07:56.600 --> 07:57.590 They become loyal clients. 07:57.590 --> 08:01.190 If not, then you will think, well, why aren't they engaging? 08:01.220 --> 08:03.320 Is something going wrong with them in the process? 08:03.320 --> 08:05.540 And then you start to dig into that. 08:05.540 --> 08:13.220 So this way, over time, you'll perfect every step from A to Z, from people learning about your business 08:13.220 --> 08:19.640 to people becoming advocates so that every step, first of all, is planned perfectly. 08:19.640 --> 08:21.740 So when you start, you start well. 08:21.770 --> 08:29.870 But over time, as you run your business, you'll perfect every element here and ultimately end up with 08:29.870 --> 08:33.530 a business that's a well-oiled, smooth running machine. 08:33.530 --> 08:36.530 That's the idea behind the customer journey map. 08:36.530 --> 08:45.020 So definitely create it for your business and think about how to get every step of the process perfect 08:45.020 --> 08:48.770 so your clients have the absolute best possible experience. 08:48.770 --> 08:53.150 And when they do, you get a tremendous boost in business growth.