Who is your customer on this journey? You might have more than one type of customer, so in this video you'll learn how to hone in and define that one customer who this map is for.
- Let me tell you about just a few of my recent purchases on Amazon. Yes, that Amazon. My hard to find lotion, 128 gigabyte SD card, travel-size hairspray, organic tea, prinker ink, boys batting gloves and socks. Why am I sharing the random nature of my shopping habits? Because as random as this seems you can probably tell a bit about me. You can probably tell that I'm particular about certain brands of personal care items, like my very specific lotion and travel-size hairspray.
You can also tell I use technology and I'm a parent to active boys. My journey as a customer with Amazon might be driven by very different needs than your journey and that's why defining your customer is an important step in creating a map. If you have customer segments or personas already, great, it's time to pick the person you're building this map for. If you don't have that it's time to commit to the idea of a customer persona. There are two ways you can do this.
With or without data. If you don't have data available another way to think of a persona is to build your ideal customer profile. If you have data available to you about who your customer is turn that data into a story. Create a realistic image of who your customer is based on things you might already know, like what age they are or where they live. But demographics like that only tell some of the story. Customer personas also go into details about how they live, what they want, and what challenges they might have.
For example, a persona tells a story about a specific person with a name. Like this, Doug is a 45-year-old bank vice president and a divorced father of three teenage girls. He's training for a triathlon and spends his free time exercising or working on his yard. He wants high quality items for he and his family, but he is aware of his budget. This approach also applies to his professional life where he's known as a detail orientated money manager.
He'd like to move up to lead a division in the next few years, but is willing to put in his time and earn a place at the top. Do you feel like you know Doug a bit now? Feeling like we know our customer helps us build empathy and understanding into the map as we build it. Designing the customer journey for Doug is going to be a bit different than designing for me. But if Doug is your customer, the one most likely to spend time with your brand, then start with him. If you're not sure about who your customer is do your best with any information you do know.
Starting somewhere, and more specifically, with someone will help you create the most realistic journey map. Take a minute to download the exercise file for this movie. There you'll find a persona form to help you start defining that key customer.
- Defining who your customer is
- Collecting and analyzing customer data
- Building your journey map
- Adding data and metrics
- Testing your map with real customers
- Taking action on customer pain points