Jun 12, 20239:26 AM - edited Jun 12, 20239:29 AM
Member
Do I need multiple customer journey maps for each customer problem?
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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.
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.
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.