Difference between Customer Journey and Life Cycle
Customer Lifecycles enable organizations to see how the customer base experiences their industry, business and propositions. Customer Journeys enable organizations to design specific services across channels and customer interactions. Together they form extremely powerful tools for business innovation and improvement. Customer Lifecycles enable organizations to find out precisely how customers experience the big picture and see themselves from the outside in. Lifecycles describe how the customer experience for a company, phase by phase; from being unaware of its relevance, through using products and services and to leaving. They provide a rich understanding of the full experience of propositions and how people value them. They look at becoming and staying a customer and the experience of undertaking specific tasks. (Source: Life-works)
What are the steps for building a customer journey map
- Pick a persona or customer segment (Customer Journeys will differ for each)
- Get together with a group of customers or prospects from that segment or persona (Yes, involve people outside the company)
- Define the steps that your customer takes to learn more about your product or service (Community, Knowledge Base, Chat, etc.)
- Define the steps that your customer takes to buy your product or service
- Define the steps that your customer takes to use your product or service
- Define the steps that your customer takes to return your product or service
- Define the steps that your customer takes to recommend your product or service
- Define the steps that your customer takes to use your product or service 9. Define the steps that your customer takes to recommend your product or service to others
- Plot each of the steps mentioned above
- Determine how you will quantify success at each stage
- Determine how you can capture qualitative feedback at each stage
- Make sure you have a place to keep your data and learnings
- Figure out how to tie to revenue
- Validate with a customer or prospect
- Rinse, lather and repeat — revisit your customer journey map at least one time per quarter.
Customer Journey Map Templates