The B2B Sales Customer Journey Map
- Jitender Lakhani (JL)
- June 7, 2022
- Category: B2B Sales Improvement, Buyers and Customers, Sales Coaching
B2B challenges are unique in the light of the demands coming at HR, marketing, sales, customer support, and production departments from all sides. With more and more companies realising that customers are the company’s biggest asset, they are now actively engaged in building an overall positive customer experience.
This can be difficult in B2B journeys as the customer journeys are very long here. Knowing how customers interact and engage with you is essential to understand the crucial pain points and leverage them to make a profitable solution.
What is customer journey mapping?
To improvise customer experience, it is essential to understand the current customer experience, and customer journey mapping is beneficial. It helps connect the different dots representing the customers’ pain and pleasure points. Schmitt described CJM as-
- “Documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company”
A customer journey map is a visual representation of all the interactions of the customers and a blueprint of their entire journey. All the touchpoints, including the initial steps taken to increase awareness to the actions that involve the customers, are added to the mapping process.
This tool is beneficial as it examines, analyses, and lays foundations to improve the overall customer experience. It involves people stepping into the customers’ shoes to understand better how all our operations affect them and their relation with the brand or the company.
What are the benefits of customer journey mapping?
- It helps you to comprehend your audience better and target them more efficiently.
- It will enable you to use your existing customer’s journey to get leads.
- It allows the sale and the marketing teams to understand their prospect better and make campaigns that will be effective.
It is invaluable to understand why customers take the actions they take, their feelings and motivations while interacting with your company, and the impediments and pain points they’re trying to overcome. It’s also the motivation behind committing to assembling a customer journey map template.