What are their high-level goals or pain points? Are they seeking X feature or Y service? Those are the reasons why they are seeking your solution.
Then, why turns into what.
What are they seeking from your solution? What requirements will the customer have? With those pain points or goals—specifically—will they be looking for better pricing? An improved user experience? Real-time customer support?
Then finally, outcomes—what goals do they want to achieve? Think both in terms of your solution and overarching goals for the buyer’s journey.
Pro Tip: To make this process easy (and super visual) for your team, write things out on sticky notes as you build the map.
This backstory should be based on interviews, surveys, and team insights—no guessing here. Apply this information as you chart out touchpoints and related customer sentiment.
5. List Out Your Main Touchpoints with Customers, and Map Those Touchpoints to Customer Needs and Sentiment
What are your main touchpoints, anyway? Attack this list in the context of stages.
For example, awareness-stage touchpoints might include:
Blog posts
Social media outreach
How-to guides
Free courses
Old-fashioned flyers
The consideration stage could involve:
Demo videos
Product reviews
Customer stories
Competitor comparisons
Webinars
Decision stage touchpoints may include:
Pricing pages
Sales & promotions
Free consultations
Retention stage may involve:
Dedicated customer success
Help Center content
Access to subscription renewals
And the advocacy stage might include:
Referral programs
Shareable content
Customer feedback surveys
Those are some of the potential touchpoints.
Now find each touchpoint across each channel, including your:
Website
Social media
Paid ads
Organic search
Third-party sites
And more
Now that you have your list of touchpoints, review vietnam telegram data the analytics. Are your ‘main’ touchpoints the touchpoints customers are using?
What are your customers’ actions, throughout the customer journey?
On your website, do they poke at a few links and then leave? Or do they hit so many links, that your website map is clearly overcomplicated?
What are the pain points of the customer experience? And what are the original pain points that drove them to take those actions?
… and what are their feelings about those pain points?