Journey Maps & Personas: How to retain customers?

In order to reach a targeted, individualized buyer, it is important to have a deep understanding of the client’s story and motivations. This includes being aware of their journey from discovery to purchase, their needs and interests at key moments in time, and how they think about what they’re looking for.

A business persona is an account of a customer type, characterizing that customer or prospects’ demographics and behavior patterns. The characteristics would then be used along with customer journey maps in Web design aiming to meet their need by designing customer activity surveys which serve as types of interviews where questions are asked relevant to the user base for accurate information gathering.

Customer Journey projects & maps are a great way to understand your customers and how they interact with your product. Journey maps help you determine what features or changes to make in order to retain customers. You can also do research on the persona of your customer, which is the profile of who is using your product. This gives you insights into what they like and wants in order for them not to leave.

How to create a journey map?

A customer journey map is a visual representation of the different stages people go through on their way to developing a product. It helps to integrate marketing messages from all channels, understand your customers and prospects better, plan customer journeys and design persuasive messages for each stage

A systematic approach combining both qualitative and quantitative data allows companies to fully understand what marketing messages are most relevant or compelling at particular stages in the customer’s decision-making process – engagement stage, consideration stage or purchase decision. 

Why are customer personas so important for your business?

Personas help us to better understand and reach out to the parts of your customer base that you may not know well, such as mobile users or senior citizens. Personas also allow us to better understand our customers’ needs and what they care about. Therefore, we can create valuable experiences for them by connecting with their predominant concerns and pain points.

If you want to provide a valuable experience for your customers, then it’s crucial that you start by understanding who they are and what makes each one unique. That’s where persona design comes in. It’s all about getting into the mind of your brand’s ideal customer (or potential customer), learning what motivates them and sets them apart from other people like them.

Tips on creating the perfect customer persona

Jot down words that describe your perfect customer. Goals, values, motivation, wants and needs are all good places to start. Don’t worry about getting it ‘just right’.

The first steps of creating a customer persona are to identify some key attributes for the group you’re trying to market to. These should be some subset of what defines this particular group of people – age range, ethnicity, gender, or any other traits that may make them different from others (since you don’t want mismatched marketing). The more specific this description is the better because it will create higher interest in your ads among your target audience. 

Use the information from your journey maps & personas for better customer retention

It’s an unfortunate truth that customer attrition is a fact of life. Many people, though, don’t understand why customers churn and as such, they’re not as motivated to work on their retention strategies like churn prevention or customer satisfaction surveys. When it comes down to it, “users” are humans with love lives.

It’s our job as marketers and community managers to think about the user experience from the lens of maintaining the quality of their love relationships–to them and to those close relationships whom they care for too: parents, spouses, friends, and so on. You can take the help of a customer experience and service design consultancy in Sydney to map out the customer’s journey and address their touchpoints. 

Closing note: 

The truth is that we need to rethink our strategies by mapping customer experiences because the traditional approach doesn’t work – and in fact, it does more harm than good for both companies and consumers. Take passive loyalists for example. Often they never critically think about their actions when talking with customer service representatives or looking at an advertorial online; they simply do whatever makes them feel comfortable or familiar rather than examine all their options and decide if another provider might better suit their needs (and be cheaper too!).

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