Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

What is the Customer Journey? And How to Visualize it

To understand our customers, we map out the route they take through our marketing, advertising, and sales processes. This is your customer journey. It’s a way to understand how it feels for your customers to deal with you at each step along the path.

Customer journey mapping is a valuable tool. It is sometimes also known as the Buyer’s Journey.

Watching this video is worth 3 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.2
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Strategy

Other videos in this section include:
🎬 What is Market Research? https://youtu.be/a9wa1-_2R9E
🎬 What is a Marketing Strategy? https://youtu.be/cpPjuKfswOo
🎬 What is Market Segmentation? https://youtu.be/7FtiPAlBdto
🎬 What is a Customer Persona? https://youtu.be/DJWftQwPtAk
🎬 What is Multi Level Marketing (MLM)? https://youtu.be/u7rRVM_eTo4

The customer journey represents how the customer progresses through stages from recognizing they have a need or desire, being a loyal customer.

A customer journey is the set of experiences your customers have with you. It is often represented visually, as a Customer Journey Map. It helps you understand their experience of your brand from their first engagement with it to the mature phase of a loyal, long-term relationship.

This is valuable in:
• Determining how to market and sell your products or services
• Understanding where some customers bail out of active consideration or a decision to purchase
• Spotting pain points where customers find it hard, uncomfortable, frustrating, or downright awful to deal with you or your agents
• Gaining insight into how your customers make buying decisions and what stops them from saying ‘yes’
• Seeing their experiences of your products – particularly as they start to use them
• Identifying what interactions strengthen or damage their relationship with your brand

How to Map the Customer Journey
1. Know who your customers are. Define your buyer personas https://youtu.be/DJWftQwPtAk. Then map out the experience each one will have.
2. Identify the stages of their journey with you. Here are some examples:
• Recognizing they have a need
• Becoming aware of your product or service
• Taking an interest in your offering and starting to consider it
• Evaluating your product or service
• Perhaps testing it with a trial
• Making a purchase
• Experiencing your product or service as a paying customer
• Enjoying it and becoming a loyal customer
• In the ideal world, being willing to advocate for your product or service
3. Identify every touchpoint where your customer interacts with your business, brand, or partners, at each stage in their journey.
4. At each touchpoint, find out:
• what do they do?
• how will they feel?
• what are their intentions?

Then, use what your customer journey map has taught you to address any pain points and problems you have exposed.

Types of Customer Journey
The marketing company, Hubspot, usefully classifies Customer Journeys into four main types:
1. Current State
2. Future State
3. Day-in-the-Life
4. Service Blueprint

1. Think about a customer or service user for your own organization. From your own experience and knowledge, create a current state customer journey map (3 MC CPD Points)
2. For extra CPD points, create a future state customer journey map and highlight the places where you identify improvements. Why not discuss it with your manager? (3 MC CPD Points)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 3 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 9 MC CPD points

#Marketing #ManagementCourses #CustomerJourney


What is BIG DATA? And introducing the 3 (or 5) V’s
Account Management: What is Account-based Selling?
What is Corporate Social Responsibility (CSR)?
The Disney Creativity Strategy: The NLP Way to Test Ideas
Cognitive Reappraisal: How to Control Negative Thoughts
Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Diamond Feeback?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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