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Ever wished you could read your customers’ minds? While we’re not quite there yet, we’ve got the next best thing: the customer journey map AI.
It is your secret weapon for understanding why your customers do what they do. Traditional customer journey maps help businesses track behaviours, but with AI in the mix, you can now predict, analyse, and respond to customer needs faster than ever. It’s like having a crystal ball—minus the drama!
Curious how this AI magic works and how it can boost your business in 2024? Let’s dive in and find out!
Starting with the basics: what is a customer journey map?
A user or customer journey map is a visual representation of the steps a customer takes when interacting with a product, service, or brand.
It’s essentially a storytelling tool that helps businesses understand the full customer experience—from initial awareness to the final purchase and beyond.
The map typically highlights key touchpoints, actions, emotions, and pain points throughout the user's journey, giving businesses valuable insights into customer behaviour.
By creating a user journey map, businesses can see things from the customer’s perspective and identify areas where the experience can be improved.
For instance, it can reveal moments of frustration, such as a confusing website layout, or opportunities for delight, like a helpful customer service interaction. This kind of detailed analysis allows companies to tailor their strategies, improve customer satisfaction, and ultimately boost retention rates.
Customer journey map layers: Customer journey map layers refer to the different components or dimensions that make up a comprehensive view of a customer's experience with a brand, product, or service. Each layer provides insights into various aspects of the journey, helping businesses understand and enhance the overall customer experience.
Here are the most popular customer journey layers, according to UXpressia:
Moving on: Understanding customer journey mapping with AI
Customer journey mapping is an approach that helps businesses track the customer’s path on a website from initial engagement to post-purchase interactions. The map can help businesses understand customer behaviour and improve the customer experience for winning customer loyalty.
Now with the addition of AI, customer journey map has become more powerful. The AI-driven analysis uses capabilities of machine learning and data analytics to process huge amounts of user data including website clicks, recent interactions, and social media activity. The AI-generated reports are more accurate and usable as they process large data efficiently and quickly.
Benefits of AI customer journey mapping
Deeper insights into customer behaviour
Artificial intelligence can analyse vast amounts of data to uncover hidden patterns and trends in customer behaviour that may go unnoticed by human analysts. This allows businesses to understand not only what their customers are doing but also why they are doing it, enabling more informed decision-making. So the AI customer journey map is more useful for companies than conventional mapping.
Data-driven decision making
The use of new technology can allow businesses to make better decisions and build a solid AI customer journey. The AI will help companies predict customer actions across different channels, allowing for personalised and targeted interactions that enhance the customer experience and optimise conversion rates.
Personalised marketing strategies
Understanding the "what and why" in the customer journey allows for the creation of personalised and targeted marketing strategies. The AI customer journey can help you segment customers with unprecedented precision, tailoring messages and offers to individual preferences and behaviours. This level of personalisation increases the effectiveness of marketing campaigns and enhances customer engagement.
Real-time personalisation
AI can personalise the customer experience in real-time. For example, it can help you show abandoned cart items on product pages and recommend complementary accessories based on past purchases. These personalised touches will drive engagement and loyalty.
Improved planning and organisation
AI customer journey mapping facilitates better planning and internal organisation within firms by enabling them to see the needs, expectations, perceptions, and priorities of their consumers.
How to create a customer journey map?
Here is a step-by-step roadmap to help you create the perfect customer journey map.
Step 1: What is your objective?
Before creating an AI customer journey map, it's important to start by identifying your objectives. A great way to do this is by stepping into your customers' shoes and experiencing the journey yourself. This firsthand insight can help you understand their needs and define clear goals for your map.
Additionally, creating buyer personas can guide you in shaping your objectives. A buyer persona is a detailed, virtual representation of your ideal customer. You can develop multiple personas to reflect different customer types and test which ones drive the best results for your business. This way, your objectives align more closely with real customer behaviours and needs, making your AI customer journey map even more effective.
Step 2: Understand the goals of your buyers
The buyer persona is a virtual avatar, but you do need some data to make it close to reality. And the best way to do this is to ask questions.
Consider sending a questionnaire to your existing customers or competitor’s clients. It will help you create plans for someone who may want the same product in the future.
Here are some of the questions you can ask your audience:
- Why do you like our products? / Why do you like to use similar products?
- What is the best feature you like about the product?
- What is one thing that can make you shift from one product to another?
- How did you decide to purchase this product?
- Have you ever visited our website?
- What are your thoughts regarding our website?
You can use this information to segment the prospects according to their specific journey.
Step 3: Find the touchpoints
Any user interaction on your website is called a touchpoint. Finding crucial touchpoints can improve the customer’s decision-making.
For example, if you can find the point where most users start to leave the website you can work on it and improve it. Or if someone is spending a lot of time at one point then it can be because they are confused or interested in that particular segment. In such a scenario, you will need to dig deeper and find the intentions of the customer.
Moreover, the touchpoints are not limited to your website only. They are collected from all channels where users are interacting with your brand including ads, social media handles, blogs, or forums. So, when you are tracking touchpoints, try to gather them from all channels. You can use AI customer journey tools to complete this task.
Step 4: Collect your findings
After your research, list down all the actions of your customers with your brands. Once you get a bird’s eye view of the steps the user has to take in communicating with your brand, you can find ways to improve them. Your main goal here is to improve the customer journey.
Moreover, each step the customer is taking is linked to an emotion. If you can understand the emotional appeal of your customer journey then you will be able to offer the best experience for users and win their trust and loyalty.
Step 5: Be consistent with your messaging
For successful marketing, you need to have consistent and relatable messaging. Mould your language and tone according to the targeted audience. For example, GenZ slang will not convert well if your audience is millennials or boomers.
How can you solve this issue? Use the collected information and responses of your audience to create the right messaging. A/B testing can help you find the best one. Also, you can create different messaging depending on the stage of the customer journey. Like, whether the customer is already product aware or if they are still looking for a solution.
Step 6: Make the necessary changes
Among those who utilise an AI customer journey map, only 43% have confirmed its accuracy by comparing it with real marketing and sales data from their customer relationship management (CRM) software.
It is recommended to revise the journey map every three months to keep it updated with changing market trends and customer preferences.
User journey versus user flows
It's easy to get confused between user journeys and user flows. But they are completely different terms with few similar characteristics. Before discussing the similarities and differences let’s understand the definition of user flow.
What is user flow?
A user flow is the path a user takes to complete a specific goal within a digital product. Unlike a journey map, which considers emotions, a user flow focuses solely on the steps and interactions with the product’s interface. In other words, it's a visual representation of how users navigate through a product to achieve something, like signing up or making a purchase.
User flows aren’t always straightforward, especially with more complex apps. That’s why having a clear user flow is essential—it helps guide users smoothly through each step of their experience, ensuring they don’t get lost or frustrated along the way.
Why do we need flow diagrams?
Flow diagrams can make explanations simpler for non-tech persons. Also, the designs can help marketing teams understand the flow of steps and how the user will interact with the product.
What is similar between user journey and user flows?
- Both of them are created according to the requirements of users including their needs and goals.
- Businesses use both of them to navigate the behaviour of users
- Almost similar questionnaire is used for creating user journey and user flow diagrams.
What is the difference between user flows and user journeys?
- The journey focuses on the experience while the flows focus on the process of interacting with the product.
- The user journey understands what the user wants and the flow creates the route for completing those goals.
B2B versus B2C journeys
B2B is about selling products or services between businesses. However, B2C involves selling to customers. Both of these journeys are different from each other. Let’s briefly discuss what goes into creating an AI customer journey map for both B2B and B2C.
Here’s a comparison table highlighting the key differences between B2B and B2C customer journeys:
Time to map your AI journey
An AI customer journey map takes your business strategies to the next level by personalising them to fit your customers perfectly.
Imagine AI working behind the scenes, crunching mountains of data in no time, and helping you design a seamless user experience. This kind of personalisation doesn’t just offer your customers what they want—it gives them exactly what they need, creating solutions that win their trust and loyalty.
So, are you ready to build stronger connections and deliver better results? It’s possible, with AI!
