Journey Mapping can be as simple or complex as you need it to be. Many times, the tools required to bring immediate, radical growth are as basic as post-it notes or a whiteboard.
On the other hand, some companies use complex software solutions to closely monitor each individual customer’s behavior and preferences in real time, allowing you to customize every touch point with impressive precision.
Few businesses can afford these powerful software solutions, but just about anyone can start using Journey Mapping strategies with the following free and reasonably priced tools.
[This article is best understood in combination with the Step One article]
Basic tools to get started:
[You probably already have these]
Use these basic tools in a brainstorm session where your team lists all of your customer types, touch points, and pain points:
- Post-it notes and sharpies
- A whiteboard and markers
- Office software:
- Free Google Drive software (Docs, Sheets, Slides)
- MS Office (Word, Excel, PowerPoint)
Free data-gathering software:
These tools will help you estimate the size of your target audience and the volume of each keyword or keyword phrase that they are using in queries (and that you need to use in your content marketing):
SEMRush and Moz have limited free access and full-service paid options
Free survey software:
Surveys can help you gather preliminary data from customers and employees that inform what you suspect about your customer types, touch points, and pain points.
- Google Forms
- Use your current reporting software and CRM tools to help you fill in more data about your Customer Experience
This will come in handy when you’re ready to start the visual process of mapping everything out.
- Free options like Canva, Google Drawings, and draw.io
- Reasonably priced flowchart software like Lucidchart is often worth the investment (that’s my preferred tool)
Customer Journey Mapping will only produce immediate, radical results when you’re agile. In 20 years of journey mapping, the final customer map has never been exactly like the one we initially planned for it. And that’s a good thing.
We monitor the results in real time so we can learn, adapt, and optimize every touch point until we surpass our goals. For big campaigns, we refresh the data hourly because we can’t afford to wait for a “Post-Mortem” meeting (awful name, by the way) to learn what went wrong.
To be agile, you need to be able to track customer engagement in real time. Part of this can be done through dashboards like Google Analytics, Facebook Ad Manager, Google Data Studio (one of my favorite tools) but sometimes the simplest method is link-tracking tools like the ones below.
Put trackable links everywhere you can so you can see is there is movement between one touch point and the next.
The underlying principles that make Journey Mapping effective aren’t complex or intimidating. Start somewhere. Even if you have a small budget and a small team, give it a try. Start small and learn as you go.
Try visually mapping out the experience that just one customer category has with just one of your products. And as you map it out, look for existing touch points that can be improved, new ones that can be created, and poor ones that should be replaced.
Get some data to inform how many people are interacting with each of those steps in their journey and then prioritize which touch point requires the most immediate attention. I go into more detail about your first Journey Mapping project here.
Immediate, radical growth is possible when you obsess over your customers and their experience with your brand. Get started today. Have fun with it. And let me know how I can help.
Journey Mapping Consultants
Perhaps the most important tool to consider using is a Journey Mapping consultant. Can you do this yourself? Absolutely, but experts have a unique advantage. Optimizing customer experiences is what we do and we are able to bring all our learnings from other projects to your situation.
The cost of consulting services can often be recouped within days or weeks of implementation. Prices vary depending on the nature of the project but it doesn’t cost anything to inquire.