- [Instructor] 60% Of surveyed people state
they are less likely to purchase from a brand in the future
when they have a negative brand experience on mobile.
We want to offer customers a positive experience.
So documenting the client journey will reveal gaps
and outline the customer experience.
Think of the customer journey map as a compass
that can help you execute your mobile marketing plan.
As you gather information and begin to build
your mobile marketing strategy,
it may be helpful to use a tool to document your findings
and guide you through the process
of building your strategy and plan.
Take a few moments to download
the Mobile Marketing planning worksheet,
in the exercise files.
As you go through the rest of this course,
we'll continue to fill out this worksheet.
If you're just getting started,
here's an illustration of a Customer Journey Map
and the type of information that should be included.
The great thing about just starting out is that
you can design your customer experience from scratch.
Ask yourself, what is the customer's activity
at each stage of the buyer's journey?
What's your customer's goals at each stage?
What are the Touchpoints your customer experiences
to buy your product or service?
How do they feel at each stage?
What are your business goals at each stage?
And what are your KPIs or key performance indicators?
If you've already documented your customer journey,
then identify areas in the experience
that cause your customer frustration.
You'll want to improve those areas if possible.
Think of areas within the journey where you can excite
and delight your customers.
Pro tip for you.
The key to customer journey mapping
is to focus on the emotions
a person feels at each stage of the journey.
Maya Angelou once said,
"People will never forget how you made them feel."
Customer journey mapping is a valuable tool
to understand your mobile experience
from your customer's point of view.
Remember to think of your mapping as a compass
to help build your mobile marketing strategy.