關於「顧客旅程地圖」你需要了解的知識

我相信大多數人都會想給顧客留下難忘的第一印象，並且為他們提供與之前與眾不同的購買體驗。在他們身為客戶的購買旅程中，你該如何影響他們瀏覽更具影響力的購買渠道和接觸點？而這些對於您希望推出的新產品類別又有什麽作用？許多企業希望藉由架設網站已達到品牌轉型，但在這之前，我們必須先了解你的「顧客旅程地圖」。「顧客旅程地圖」是一項非常有用的技術，簡單來說顧客旅程就是所有顧客與品牌有互動到的環節所串聯而成的一個紀錄，有了這些紀錄可以幫助理解是什麽激發了客戶關於他們的需求、猶豫和擔憂，相較於大數據，其相當擅長收集關於客戶的數據，但僅憑數據是無法傳達客戶所經歷的挫折和體驗。

構建顧客旅程地圖的好處

有助於打造真正的差異化體驗價值，顧客旅程地圖對用戶體驗的描述有完整的時間線。在用戶體驗設計與創新中，最重要的是要構建一條差異化的體驗曲線，打造差異化的體驗價值。顧客旅程地圖有著清晰的用戶行為現狀及目標行為描述，用戶體驗設計，是一種對用戶行為的干預，而要讓用戶朝著企業所設想的行為轉變，最重要的是對目標行為的清晰描述，有助於企業達成共識。顧客旅程地圖用圖形化的方式直觀的記錄和整理了每個階段的體驗，讓可以讓企業的決策者、產品設計者、市場行銷人員等都能在同一個層面達成共識。

如何構建顧客旅程地圖？

首先需要定義角色，人物角色和旅程地圖都是重要的戰略工具，有助於深入了解客戶是誰，他們需要什麽，以及他們如何在所有接觸點與您的業務互動。接下來就到了定義客戶的階段。定義客戶階段旅程地圖通常按客戶階段進行組織。每個階段代表了客戶在整體旅程中努力實現的主要目標。其中包含代表客戶目標導向之旅的階段。最後描述您的客戶用於與您的組織交互的接觸點，從始至終，客戶接觸點是與品牌的客戶聯繫點。

隨時更新顧客旅程地圖

客戶對品牌的期望和感覺一直在變化，所以顧客旅程地圖並非一成不變。需要投資於收集新數據以定期微調您的顧客旅程地圖，或者是當推出新產品或服務、更改購買流程或發起新的營銷活動時，請務必更新地圖！

顧客旅程地圖將使用講故事和可視化的方式繪製出產品在一段時間內的客戶體驗, 這有助於設計團隊確定可行的機會來改善體驗。

預設圖片
Kirin Chang

喜歡幫助別人，
希望能讓世界上所有人都能悠游在
「資訊的雲端」中

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