Create a Customer Journey Map using RACE [Template]

Find how to use our client journey mapping template to create actionable insights to make improvements to your marketing

In today’s digitally linked planet, buyers have a myriad of selections when it will come to connecting with models and firms. There are many benefits to this, this kind of as bigger attain and a lot more touchpoints to hook up with consumers, but there are also some downsides.  When searching at customer journeys, there is almost never only a person route obtainable, building comprehending how your customers come across and interact with you far more difficult. 

Consider the London tube map. Let’s say you want to get to Oxford Circus. You know you can always get the Central (pink) line, but you could also get the Bakerloo (brown) line or the Victoria (blue) line, depending on exactly where you are coming from. Each individual journey is somewhat unique, and will give you a distinct form of expertise.

We can utilize this imagining when examining digital consumer journeys. Just one purchaser may possibly locate you by Google lookup, while one more could see an advert on social media, or through an on the net function. According to Salesforce, it normally takes 6-8 advertising ‘touches’ to produce a practical gross sales guide. The complexities of these interactions can appear to be mind-boggling to navigate, but with a purchaser journey map you can use this info to boost user working experience throughout all touchpoints.

What is a buyer journey map?

A consumer journey map is a visual design that demonstrates you how your buyers behave at each touchpoint with your small business. This system, also regarded as “touchpoint mapping”, is aimed at reviewing how digital activities and content support client selection-earning across a multi-channel journey.

As shoppers navigate touchpoints in distinct approaches, improving your omnichannel working experience across different platforms is necessary for strengthening the achievement of your advertising and marketing. McKinsey.com assert that providing a compelling omnichannel encounter is no lengthier a wonderful-to-have, but a “requirement for survival”.

What are the benefits of generating a consumer journey map?

Set simply just, shopper journey maps aid you realize your buyers’ behaviour. You can use them to quickly determine any doable snags in your digital journey, and any barriers to sale. They can also demonstrate you what locations of your marketing funnel are strong or need creating.

Customer journey mapping helps you get into the mind of your buyers and think about their requirements at every single touchpoint, and as a consequence greater predict long term behaviour, wants and requirements. You can then use this information and facts to solve their agony factors with your products/model by employing strategic promoting ways.

But how do you get started off?

Realizing your personas

In advance of you can commence client journey mapping, it is valuable to know your critical prospects and how they operate across your digital touchpoints. The greatest way to do this is to use your essential customer personas as the basis for your consumer journey maps.

New to personas? Right here is a beneficial definition:

“A persona is a fictional character that communicates the main traits of a group of customers, determined and selected as a important focus on by means of use of segmentation information, across the enterprise in a usable and efficient manner”.

If you have to have support figuring out the key personas for your business enterprise, we recommend downloading our persona manual and template to assistance you get started out. You’ll want to use a array of facts resources and actual client comments to build the most exact personas for your small business.

At the time you have your client personas identified, you can start off generating your purchaser journey maps. We propose developing 1 map for every persona, so you can be clear on your various buyers’ behaviours.

Client journey mapping with RACE

As shopper conduct differs at distinct levels of the purchaser journey, we made a helpful client journey mapping template to enable you map out shopper interactions at every phase of Intelligent Insights’ RACE funnel.

Applying your persona data, share what steps, touchpoints, views and emotions are concerned at every single stage of the client journey, and plot this throughout each individual RACE stage: Consciousness, Evaluation, Conclusion, Retention.

You can access and make your individual editable RACE consumer journey map by downloading our client journey mapping template. It features a handy video which clarifies how to full each individual phase of the map. 

Top rated suggestion: When finishing your template, you are searching at how your persona navigates throughout touchpoints at the moment, not how you would ideally like them to! This is an critical difference as we are utilizing the map to appear for places we can improve and boost the buyer journey.

The most actionable element of this template is the bottom two rows for just about every column. This is the place we recognize the pain details and resolutions for each individual stage of RACE.

B2C persona instance: ‘Wendy’

Let us say our persona is Wendy, and in this instance Wendy is searching for a new outfit to use to a friend’s wedding ceremony. In the Reach section, she queries for ‘wedding visitor outfits’ on Google. The discomfort point for our case in point B2C brand right here could be that we are not position organically on Google for ‘wedding guest outfits’, so it is very likely that Wendy will go to a competitor’s website that is bigger up in her look for final results. Which is bad information for us as it signifies we overlook out on getting a new lead. 

Beneath the Suffering Details box we have a Resolution box, so you can quickly take into account how to fix this dilemma to enhance the shopper journey for Wendy (and your manufacturer!) For this trouble, our example company could assess and put into practice greater search phrase focusing on in new written content/website content articles to emphasize important marriage ceremony visitor outfit phrases to improve rating over-time. Very long-expression, this will assist enhance the brand’s position and visibility in Google for vital lookup terms that their persona employs.

You can use these containers to highlight blockers that stop your persona moving alongside the RACE funnel, and what actionable measures you can consider to take care of them. In flip you’ll also get a greater being familiar with of crucial decision details for your consumer. 

To see the complete, done illustration of ‘Wendy’s’ shopper journey map and how to use the template, download our buyer journey mapping template.

Turning insights into action

It is quick to full a consumer journey map, be fuelled with inspiration to alter, and then go away it in the ‘to-do’ pile that by no means surfaces once more. Purchaser journey mapping offers you a chance to discover snags in your current customer journeys and room to build resolutions to take care of them. However if this info is not built-in with your advertising technique, it won’t stop up obtaining actioned and your enhancements will never entirely appear to fruition.

It is crucial that you integrate the resolutions you devise with the RACE template into your general advertising strategy, so you can operate on improving upon your customers’ journeys at just about every critical issue of the funnel. Think about your persona’s objectives along with your internet marketing goals – what are you wanting to reach? Then you can switch these insights into motion by setting up what marketing and advertising tactics you will use to improve person working experience and elevate the omnichannel experience for your buyers.