Customer journey mapping: Understand your customers and boost your business
Customer journey mapping is the process of visually representing the steps your customers take when interacting with your business. It's a powerful tool for understanding customer behaviour, identifying pain points, and optimising the customer experience for increased satisfaction, loyalty, and ultimately, revenue. A well-crafted customer journey map tells the story of your customer's experience, from initial awareness to long-term advocacy.
What to look for in a freelance customer journey mapping expert
When hiring a freelance customer journey mapping expert, look for individuals with a strong understanding of user-centred design principles, experience in conducting user research, and proficiency in visual communication. They should be able to translate complex data into clear, actionable insights.
Key skills to look for include:
- Experience with various research methodologies (e.g., user interviews, surveys, usability testing)
- Proficiency in mapping software (e.g., Miro, Mural, Figma)
- Strong analytical and problem-solving skills
- Excellent communication and presentation skills
- A portfolio showcasing previous customer journey mapping projects
Main expertise areas to inquire about
Different freelancers may specialise in specific areas of customer journey mapping. Consider your specific needs and inquire about their expertise in:
- B2B vs. B2C customer journeys
- Specific industry experience (e.g., e-commerce, healthcare, finance)
- Mapping for different stages of the customer lifecycle (e.g., acquisition, onboarding, retention)
- Integrating customer journey maps with other business processes (e.g., marketing automation, service design)
Suggested interview questions
Here are some questions to ask potential freelancers:
- Can you walk me through your process for creating a customer journey map?
- What research methods do you typically use to gather customer insights?
- Have you worked on projects similar to mine? Can you share some examples?
- How do you ensure the customer journey map is actionable and leads to tangible improvements?
- How do you collaborate with clients throughout the mapping process?
Tips for shortlisting candidates
- Review portfolios carefully, paying attention to the clarity and detail of the maps.
- Look for evidence of a user-centred approach and a strong understanding of customer behaviour.
- Check client testimonials and references to gauge their past performance.
Potential red flags
Be wary of freelancers who:
- Lack a clear process for creating customer journey maps
- Rely solely on assumptions rather than data-driven insights
- Cannot provide relevant examples of their work
- Are unable to articulate how their maps translate into business value
Typical complementary skills
Customer journey mapping often goes hand-in-hand with other skills, such as:
- User research
- UX/UI design
- Service design
- Marketing strategy
- Data analysis
What problems a freelance customer journey mapping expert can solve
Hiring a freelance customer journey mapping expert can help you:
- Identify and address customer pain points, leading to improved customer satisfaction
- Optimise the customer experience across all touchpoints, increasing conversion rates and customer lifetime value
- Gain a deeper understanding of your target audience and their needs
- Develop more effective marketing and sales strategies
- Improve internal alignment and collaboration around the customer experience
Example use cases
Here are some specific examples of how customer journey mapping can be applied:
- E-commerce: Mapping the online shopping experience from product discovery to post-purchase support, identifying areas for improvement in website navigation, checkout process, and customer service.
- Healthcare: Mapping the patient journey from initial appointment scheduling to follow-up care, highlighting opportunities to streamline processes, improve communication, and enhance the overall patient experience.
- SaaS: Mapping the user journey from initial sign-up to ongoing product usage, identifying areas for improvement in onboarding, feature adoption, and customer support, ultimately reducing churn.
