How can you keep your digital customer journey map up-to-date with changing trends?

1 Audit your existing map

The first step to update your digital customer journey map is to audit your existing map and evaluate its accuracy, relevance, and completeness. You can do this by comparing your map with your actual data, such as web analytics, customer feedback, surveys, reviews, social media, and CRM. Look for any gaps, inconsistencies, or outdated information that might affect your understanding of your customers and their journey. For example, you might find that some channels or touchpoints are no longer used by your customers, or that some stages or actions have changed due to new features or options.

2 Research your customers

The next step to update your digital customer journey map is to research your customers and learn more about their current behavior, preferences, needs, pain points, emotions, and goals. You can do this by using various methods, such as interviews, focus groups, observation, personas, segmentation, and empathy maps. The goal is to gain a deeper and more nuanced insight into your customers and what drives their decisions and actions. For example, you might discover that your customers have different expectations or motivations depending on their demographic, psychographic, or situational factors.

3 Validate your assumptions

The third step to update your digital customer journey map is to validate your assumptions and hypotheses based on your research. You can do this by testing your ideas and solutions with your customers and measuring their responses and outcomes. You can use various tools and techniques, such as A/B testing, prototyping, usability testing, and customer satisfaction scores. The goal is to verify that your map reflects the actual needs and wants of your customers and that your improvements deliver value and satisfaction. For example, you might find that some of your solutions have a positive impact on your customers' loyalty, retention, or advocacy.

4 Update your map

The final step to update your digital customer journey map is to update your map with the new information, insights, and results that you have gathered from the previous steps. You can do this by revising, adding, or removing any elements or details that are no longer relevant, accurate, or complete. You can also use visual cues, such as colors, icons, or symbols, to highlight any changes or updates that you have made. The goal is to make your map clear, concise, and consistent with the current state of your customers and their journey. For example, you might update your map with new channels, touchpoints, stages, actions, emotions, pain points, or opportunities.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?