What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com
and in this video you're going to learn what customer journey mapping is and how
can it help you to design an experience that will turn prospects into customers.
now if you're new to the channel and you want to build brands that go beyond the
visuals with strategy psychology and creative thinking well then hit that
subscribe button and the notification bell as well and you'll be well on your
way now before we go diving into what customer journey mapping is all about
let's take a step back for a second and look at this
from a human aspect so let's say that you want to go
on a journey now you don't know where you want to go you just know that you
want to go on a journey well you need to take a few
steps before you get to wherever you want to go so you
might decide to research a few destinations you might talk to some
friends about destinations they've been to then
once you've decided on a destination you might go and book your flight book
your hotel even book a taxi to get to the airport
then you might start to prepare for your journey you might go and get supplies
you might get your house cleaned and sorted before you head off
and then you'll actually go on your journey so you'll take the taxi
to the airport you'll catch the flight and then you'll finally arrive at your
hotel so what this represents are all the steps
that you need to take to go on that journey and get to your
end destination and if you know the steps that you need to take
it makes it a lot easier to plan out that journey
and better yet if a business knows the steps that you need to take
well then they can make it easier on you they can help you along that journey
and that is exactly what customer journey mapping is all about
so the mapping of your customer journey is identifying the individual steps that
your customer will take on route to their end destination and
more specifically designing an experience that will make
it easier on them that will help them along the way and make their journey as
seamless as possible so how do you go about understanding
your customer journey and then mapping it out well the easiest way to
do that is to step into their shoes become your customer
and look at the problems from their
perspective what is their objective what are their goals what are their
ambitions where do they want to get to what's standing in their way what
are their limitations what are their challenges
their pain points and what emotions are they going through what is it that they
want to avoid and what is it that they want to achieve
by understanding the circumstances of their journey and then breaking that
journey down into individual steps it allows you to then design an
experience that will make that journey seamless it will make it
easier more convenient more luxurious more enjoyable whatever
you decide that you want your customer to experience
is the experience that you can go away and design and this will all
help them to progress through your brand through whatever it is that you
have to offer them if you understand their journey if you break it
down into individual stages if you map that out
and then you design an experience that will help them along the way
on route to achieve their goals then that is the best way
to bring them along an experience and to shape their perceptions
of what your brand should mean to them and at the end of the day that is what
branding is all about it's all about shaping
perceptions your brand lives in the mind of your
audience that is where you own the position that is where you
attempt to own the position and if you define a position that you
want to own in the market and you understand the steps that your
audience is on you understand the steps that your customers have to
take to get to their end goal and then you map out a journey that will
make that easier for them then that is how you earn the position
in the mind of your audience that you're aiming for
so if you're building a brand and you want to design an experience
that will shape the perceptions of your audience well then step inside their
shoes understand the journey that they're on
and where they're going to what is their end destination
then take the time to map out that journey break it down
into individual steps and then design an experience
that will take them seamlessly from one step to the next
that is how you convert prospects into customers
and that is how you build successful brands.