Your team works hard to get customers what they need, when they need it. But how do you anticipate changing customer needs? Are there moments when customers seem ready to buy, then mysteriously abandon full shopping carts? Brand traction can be tricky at a time when even regular customers are pausing purchases.
But top brands have a tool that helps them stay in closer touch with their customer base: customer journey maps. This article shows how customer journey maps can help you sharpen design and marketing efforts, turning casual visitors into passionate brand advocates.
Customer journey maps show how customers interact with your brand, with colorful graphics that highlight key customer interactions before, during, and after purchases. Done right, these maps are essential tools that help designers and marketers serve customers better.
Want to start making your own customer journey map? Get started with FigJam's free template today.
How do you keep customers happy? A customer journey map helps you consider the customer experience (CX) from their point of view. You can plot the ups and downs of customer relationships over time, across all your brand channels. Your map might trace the movements of Millennial buyers as they discover a brand on social media, check online reviews, make in-app purchases, and post viral unboxing videos. Or your customer journey map might capture the short, sad story of full shopping carts suddenly abandoned at checkout by 71% of online customers.
Customer journey maps make these patterns easier to recognize and understand, so that customer success is easier to repeat—and customer frustration and attrition easier to avoid. That's critical. According to a recent study, 72% of consumers consider switching brands after just one bad user experience. With a customer journey map, you can be the hero who finds moments where your brand can shine, turning customer woes into customer success stories.
Your customer journey map doesn't have to be elaborate to be effective. You can outline your customer journey map in five steps:
FigJam is an online whiteboard that helps teams brainstorm, design, and share ideas. Here's how teams can use FigJam diagramming tools for better, faster customer journey mapping:
The official guide to diagramming with FigJam is a designer's go-to for customer journey mapping tips. If you'd rather just watch a short video, no problem: here's your four-minute masterclass on using FigJam to make diagrams.
Looking for inspiration? Check out the smart FigJam customer journey maps shared by Figma's professional design community. Fuad Aslan's customer journey map framework earned so much love from fellow designers, it won our 2022 Figma Community Award for Favorite Ideation Template.
But the next customer journey map to win hearts and minds worldwide could be the one you're about to make, right now.