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ulsa
Member

Do I need multiple customer journey maps for each customer problem?

SOLVE

Hiya,

 

I'm creating a customer journey map. Do I need to create a separate customer journey map for each problem my customer is experiencing? For example, my audience is overwhelmed, frustrated, not sure how to navigate the college process, not sure how to email colleges, not sure how to research colleges, etc. 

 

Would I create a map for each of those problems?

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jolle
Solution
Recognized Expert | Partner
Recognized Expert | Partner

Do I need multiple customer journey maps for each customer problem?

SOLVE

Hey @ulsa, thanks for reaching out!

 

What is the ultimate end goal you're trying to help your customers reach? That should be the destination of your customer journey with steps like these along the way. 

 

For example, from the info you provided, it sounds like the end goal is helping students get accepted into a college that holds a promising future for them. You should break that journey into steps like you have above:

  • Someone at the very beginning (awareness) may feel overwhelmed and not know where to start
  • Someone around the middle (consideration) may have a sense for what they want but not know how to match their needs to a school
  • Someone around the end (decision) may know what they want but not know how to make their application stand out

It's really important to define these pain points and form a plan/supporting content to address them, but I would consider each of those a step of the overall journey, not a separate journey entirely. The customer journey is rarely linear and several pain points can relate back to each other, so I would break content into recommended "steps" or "phases" for the student and let them create their own adventure from there.

 

Hope this helps!!

Jacob Olle

Marketing Operations Manager

HubSpot Certified Trainer

Create Your Own Free Signature

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2 Replies 2
jolle
Solution
Recognized Expert | Partner
Recognized Expert | Partner

Do I need multiple customer journey maps for each customer problem?

SOLVE

Hey @ulsa, thanks for reaching out!

 

What is the ultimate end goal you're trying to help your customers reach? That should be the destination of your customer journey with steps like these along the way. 

 

For example, from the info you provided, it sounds like the end goal is helping students get accepted into a college that holds a promising future for them. You should break that journey into steps like you have above:

  • Someone at the very beginning (awareness) may feel overwhelmed and not know where to start
  • Someone around the middle (consideration) may have a sense for what they want but not know how to match their needs to a school
  • Someone around the end (decision) may know what they want but not know how to make their application stand out

It's really important to define these pain points and form a plan/supporting content to address them, but I would consider each of those a step of the overall journey, not a separate journey entirely. The customer journey is rarely linear and several pain points can relate back to each other, so I would break content into recommended "steps" or "phases" for the student and let them create their own adventure from there.

 

Hope this helps!!

Jacob Olle

Marketing Operations Manager

HubSpot Certified Trainer

Create Your Own Free Signature
ulsa
Member

Do I need multiple customer journey maps for each customer problem?

SOLVE

Brilliant! Thank you 😊 

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