{"id":49365,"date":"2021-07-02T17:31:00","date_gmt":"2022-10-18T17:31:37","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49365"},"modified":"2023-03-16T14:50:46","modified_gmt":"2023-03-16T03:50:46","slug":"why-customer-journey-mapping-is-more-than-a-marketing-buzzword","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/why-customer-journey-mapping-is-more-than-a-marketing-buzzword\/","title":{"rendered":"Why Customer Journey Mapping Is More Than a Marketing Buzzword"},"content":{"rendered":"\n

What is customer journey mapping?<\/h2>\n\n\n\n

Let\u2019s start with what customer journey mapping<\/a> isn\u2019t \u2014 a marketing funnel. While they are similar ideas and sometimes mistaken for being integrable, there are some important differences you need to know.\u00a0<\/p>\n\n\n\n

Simply put, a marketing funnel is a model of your company\u2019s marketing process. Leads begin their journey at the top of the funnel and as they get closer to making a purchase, further down the funnel they go. It\u2019s the journey from lead to customer \u2014 just a linear version. But as we know, a customer\u2019s real journey is rarely so straightforward \u2014 in fact, it needs a map. <\/p>\n\n\n\n

The customer journey is the route a customer takes from their first encounter with your brand to their decision to purchase. If you think about yourself as a customer, your decision to purchase is rarely a one click, done deal. Customers today tend to meander, backtrack, and go in circles. So, unlike the marketing funnel, which focuses on a customer\u2019s stage of interest in your business, the customer journey tracks the individual touchpoints a lead encounters before making a purchase. <\/p>\n\n\n\n

Every interaction \u2014 from visiting the website to opening an EDM \u2014 is a touchpoint. Many people return to earlier touchpoints as they evaluate a product or service, so the customer journey often loops back on itself instead of progressing in a linear way. In fact, most consumers need an average of seven interactions with a brand before they make a purchase<\/a>. And with the right data<\/a>, the customer journey can reveal important insights about which marketing campaigns are connecting successfully and which aren\u2019t delivering.<\/p>\n\n\n\n

Customer journey map meets marketing funnel<\/h3>\n\n\n\n

The great news about customer journey maps is they can be used to compliment your marketing funnel and deliver further insights for creating a better customer experience<\/a>. <\/p>\n\n\n\n

Tracking customer journeys helps you to get into your leads\u2019 heads. It helps you answer important questions, like:<\/p>\n\n\n\n