Making a visual representation of the consumer's journey is essential to improve the processes he/she goes through from the moment he/she realizes he/she has an unresolved need until the moment our product and/or service becomes part of his/her daily life.
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Mapping this process implies identifying the stages and/or steps that we already had clear and those that we had not seen before, and with this, creating new strategies that optimize this journey, making it much easier to go through. This will lead to improving our conversion rates and thus, eliminate reprocesses that the customer may be living in their journey as a consumer.
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Many times, companies only improve their processes based on what is visually clear to them, that is, the moment in which the customer communicates with the company when he makes the purchase and probably if the customer communicates again after this, but in reality behind the above, there are processes that are not clearly visible to companies and that influence equally or even much more in our sales and for this is essential to visualize our customer journey.
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The construction of this journey should be based especially on the customer, considering what options he has, what kind of routes are on his way, what actions he takes, what obstacles he faces, when he stops, and what motivates him to continue.
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When making this visual representation, we must be clear about who our Buyer persona is. Identify their needs, characteristics, and the general profile they have, in order to be able to capture the entire journey they make and the options they consider before making a purchase in our company. In addition, visualizing all their steps will help us to know the obstacles that we had not previously identified in this process and be able to eliminate them, resulting in a short and effective consumer journey.