If you read the first blog in this series, you already know a lot about the importance of a good customer journey map.
So if you haven’t read Part 1, you can find it here: Getting Started with Customer Journey Maps
Now, let’s break down what we’ve discussed even further, and concentrate on customer journey mapping in critical industries like:
The basics are the same, but you have to factor in certain specifics for each sector.
In 2014, U.S. financial companies spent more than $7 billion on digital marketing.
By 2019, that number is expected to rise to over $10 billion.
And a targeted customer journey map means a better return for those marketing bucks.
But how is a financial company’s customer journey map different from that of any other industry?
The biggest market for finance right now is the Millennial.
Compare that to healthcare, for example, that focuses more on very niche segments and Baby Boomers.
Furthermore, the financial industry plays the long game.
When someone opens a bank account, he or she is looking for a financial home to save their money, make investments and gain access to credit.
Finance covers a broad spectrum of services and customers want a personal relationship with a finance brand they can trust.
For that personalization, digital marketers need to think about social media.
Social media is how the finance industry can warm up that stark, cold reputation they’ve carried for years.
And social media creates a two-way conversation that allows banks and brokers to get feedback and understand what their audience wants.
Additionally, convenience is the name of the game in finance.
People want to be able to track their money any time of the day.
From the customer’s perspective, technology plays a significant role in what draws them in and keeps them loyal.
So we’re talking about:
These are all brand assets that smart millennials expect from a bank or broker.
In other words, technology is an integral part of their journey as a customer.
You can break the finance customer journey map down into three categories:
Discovery requires financial institutions to use advanced analytics to create a broader view of each customer to understand their perspective.
The design focuses on creating customized interactions based on the customer’s stage in their journey.
Finally, delivery invokes the always-on marketing program that engages with a customer at every possible contact point.
Digital marketers must analyze the exact moment when a customer decides what finance company is right for them in order to understand how to reach them.
But how do you analyze all the interactions that led up to that?
How do you define what touchpoints should be improved to win more clients?
And how can you systematically analyze the impact of those improvements?
Well, with CXMap‘s platform, we’ve combined customer journey maps with analytical data.
As a result, you can easily answer those questions.
Here’s what a typical financial brand’s customer journey map should look like…
As with all of the customer journey map templates in this article, we recommend you customize in order to:
The channels might include:
Direct and search traffic drives the customer to the website home page.
From there, they can choose to:
They might look at interest rates, online access, brick and mortar locations, and other financial services.
Or, they may explore educational information or search for online ways to interact with finance professionals.
Regardless, a proper customer journey map covers all options to ensure there is a touchpoint at every stage and for every potential lead.
Consider Sun Life Financial’s Brighter Life page.
It offers a little something for everyone and allows finance marketers to stay tuned to what touchpoints work for each customer persona.
In 2017, the insurance industry premiums totaled $1.2 trillion.
The biggest winners were:
Property insurance, which includes home, auto, and commercial coverage, totaled $558 billion alone.
The insurance industry, like finance, is looking to make a personal and long-term connection with customers.
And that requires a unique approach to customer journey mapping.
Typically, insurance customer journey maps begin with a focus on:
And similarly to finance, customers want:
Here’s what a typical customer journey map should look like in the insurance industry…
Insurance companies are fiercely fighting against customer leakage due to emerging alternative options.
The crucial point in this battle is to precisely define pain points in the customer experience (CX) and turn them into growth opportunities.
This is why a dynamic, analytics-based customer journey map can be so powerful.
Because when designed correctly, you can quickly improve customer experience, decrease the number of lost clients, and therefore increase revenue.
Customers want 24-hour access and online service.
And consumers now require technology to make things more convenient.
For instance, insurance owners want to upload photos of damage to a home or car from a smartphone via an app.
Additionally, there are many different kinds of insurance and a variety of potential customers in both B2B and B2C markets.
And following patterns using analytics can help identify what works for each demographic.
Finally, a 2015 Insurance Marketing Survey shows that 70% of insurance agents rely on referrals and social media to find leads.
That’s a remarkable statistic for digital marketers.
So keep this in mind when creating social media campaigns and looking for digital advertising channels.
Customer experience is the driving force behind effective healthcare marketing.
And the key to understanding that journey is real-time behavioral analytics.
Well that, and a lot of high-quality customer journey maps.
Because when it comes to healthcare providers, there’s a lot of journeys customers in various niches can take.
For example, a urologist patient’s journey is going to be quite different than that of a pediatrician’s patient.
The tricky thing is to gather all the data in one place to get a full picture.
Which is why the CXMap platform is perfect for the healthcare industry.
As a digital marketer in the healthcare industry, you need to gain insights into:
Here’s what a typical customer journey map should look like for digital marketers in the healthcare industry…
There’s more that marketers need to consider throughout the patient journey.
Healthcare brands also consider things like:
James Senior is the Experience Design Lead at Mayo Clinic.
He defines the four critical components in the patient customer journey map as:
With the help of optimizing mapping practices, Mayo Clinic is one of the most recognized brands in the world.
Some of the tricks they used to get there include building an active digital presence.
Additionally, they also have a prosperous social media presence.
The Mayo Clinic currently has 1.9 million followers on Twitter and over 1 million on Facebook.
Kind of impressive for a healthcare brand, right?
Furthermore, The Mayo Clinic is a perfect example of another digital phenomenon in marketing.
Consumers are now prolific researchers.
And this is especially true when it comes to their health.
Digital marketers need to cater to this need by providing online tools, FAQ pages with quality content, and informative social media pages.
In the year 2000, roughly half of the population went online to buy goods.
By 2016, that number was closer to 79%, according to TechCrunch.
And customer experience (CX) is once again the driving force for the e-commerce industry.
For digital marketers, it’s easy to overlook the power of a great CX and to focus more on things like content creation.
Consider the amount of work your own customers can do for you, especially when it comes to e-commerce.
Most of all, a great CX means a loyal customer that comes back and buys again.
And the stronger your customer journey map is, the more effective your CX marketing will be.
As a digital marketer in e-commerce, you need to be able to answer questions such as:
Here’s what a typical customer journey map should look like in the e-commerce industry…
Customer journey mapping in the e-commerce industry begins with considering channel distribution that speaks to your target audience.
E-commerce digital marketing commonly includes:
Additionally, in e-commerce, it is absolutely essential to map out customer drop-off points.
And as an e-commerce digital marketer, you need to research how customers choose one product over the next and try to understand what criterium factor into that decision.
For instance, with a laptop, decisions may be based on brand reputation or device features.
Also, consider that each product or brand likely has many different touch points.
So e-commerce customer journey mapping is not a one-size-fits-all prospect.
For example, a person looking to buy a laptop will take a different path than someone going online to buy hand soap.
Because of that, you’re going to want to pay special attention to where traffic is coming from for each product.
Focus on what’s converting at the highest rates, and invest more resources assigned to that product into that channel.
Here’s something we both already know…
You’re not going to beat Amazon.
So whatever the product(s) is that you’re selling, you need to beat the major players by getting in front of consumers before the competition does.
This is why content marketing is key for e-commerce sites.
Digital marketers need to create content that draws buyers in and inspires them.
Consider the fashion consumer shopper.
A blog post that tells readers how to match accessories for a night out on the town will pull in the right kind of traffic and can continue to do it for years to come.
Use your customer journey maps to understand which content is performing the best, and find opportunities to create new content throughout the stages of your marketing funnel.
In 2016, the SaaS (software as a service) industry was worth about $204 billion and that number is expected to grow by 22% yearly.
However, the customer journey is not an easy one in the world of SaaS.
Every detail matters, because SaaS is such a complex and data-driven industry.
It follows a different pattern that includes:
It’s not enough to simply drive traffic to a website.
Brands must convince new leads to try out a software product, purchase it, and then buy it again and again.
At the very least, a customer journey map for the SaaS industry should be able to answer the following:
Here’s an example of a common customer journey map in the SaaS industry…
The SaaS search can begin from several different places, such as:
And when a customer decides not to renew a subscription, you need a scalable solution to ask them why, and what it would take to bring them back.
As a digital marketer in SaaS, your paying attention to a lot of metrics, and are highly data-driven.
Or at least you should be.
Either way, here’s a resource for all digital marketers to become data-driven: How To Be A Data-Driven Digital Marketer
eBay has around 25 million sellers who provide goods to more than 168 active buyers.
But online marketplaces like eBay are only as good as their sellers.
The challenge of marketplaces is two-fold:
It’s an overwhelming concept, but one that eBay and others have perfected.
The complexity of this industry makes customer journey mapping that much more difficult.
The marketplace customer journey map starts with understanding the customer experience.
And this especially important for online marketplaces, because the customer experience is what drives both sides of the marketplace.
A good CX can be the greatest sales asset you have.
For marketplaces, it encourages loyalty and word-of-mouth recommendations.
With two audiences to attract and retain, CX may be your secret advantage over competitors.
Here’s an example marketplace customer journey map…
For marketplace platforms, channel distribution for digital marketers commonly include:
The goal is to drive traffic to the virtual storefront.
Analytics once again is how one goes about understanding what channels are right for seller acquisition.
Seller fees or subscriptions finance the marketplace, so they are the top priority.
And data also allows the platform to continuously optimize search engine ratings and pull in traffic for each product available on the marketplace.
Buyers are what finance the sellers.
If their products don’t pop-up in a search, they don’t make money and will quickly leave the marketplace.
Some of the questions a good online marketplace customer journey map should answer are:
A well thought out customer journey map is crucial for digital marketing in the marketplace arena.
Because without it, brands can’t know what distribution channels are right for their audience.
And they can’t envision what factors influence the buyer’s decision, or what channels best serve the needs of their customers.
As more and more marketplace platforms pop-up, it will be a challenge for established sites to stay relevant.
Digital marketers must continuously optimize each step of the customer journey throughout the marketing funnel.
However, it can be time-consuming to create a functioning customer journey map.
Additionally, customer journey mapping is not a static process.
So you have to continuously refine and interact with your map(s).
Therefore, you need a tool that’s going to make this easy for you.
And digital marketers need a platform that’s also going to provide the information which will allow them to quickly test, iterate, and improve their customer experience.
That’s where CXMap comes to the rescue.
CXMap makes the customer journey mapping process pretty effortless.
All you have to do is apply one line of code to your website, and you can literally build your first customer journey map in a couple of minutes.
Once you’ve applied the code to your site, you’ll have immediate access to dynamic drag-and-drop boxes, all your landing pages, as well as your AdWords, Facebook Ads, email and other campaigns available to start mapping out your customer journeys.
Additionally, you may have noticed the “Create Experiment” buttons in each of the above journey maps.
And you may have also noticed the blue text “0%” between each step in the customer journey maps.
Now of course, when you apply CXMap to your own site, the blue text won’t read as “0%.”
Instead, you’ll get all the conversion rate data, which looks like this…
With real-time, end-to-end analytics on your customer journey maps, you’ll be able to quickly identify areas that need improvements.
And when you do, you can create an experiment, test it over a period of time, and track whether or not it made a difference.
For the experiments that you do create, you have a dashboard for you and your team to monitor their performance, which looks like this…
So, ready to get started improving your customer experience with your first customer journey map?