How do you keep your customer journey map updated and relevant?

2 Monitor your metrics

The second step to update your customer journey map is to monitor your metrics. You should have defined some key performance indicators (KPIs) that measure the success of your customer journey, such as conversion rates, retention rates, satisfaction scores, or loyalty indicators. You should track these metrics regularly and compare them with your goals and benchmarks. You should also analyze the root causes of any changes or discrepancies, and identify the factors that influence your customers' behavior and satisfaction.

3 Review your touchpoints

The third step to update your customer journey map is to review your touchpoints. Touchpoints are the interactions that your customers have with your brand across different channels and stages of their journey. You should evaluate the effectiveness and consistency of each touchpoint, and how they align with your customers' expectations and needs. You should also look for any gaps or friction points that may hinder or frustrate your customers, and explore ways to eliminate or minimize them.

4 Incorporate feedback

The fourth step to update your customer journey map is to incorporate feedback. Feedback is the information that you receive from your customers, either directly or indirectly, about their experience with your brand. You should collect and analyze feedback from various sources, such as reviews, ratings, testimonials, comments, complaints, or suggestions. You should also encourage and reward your customers for sharing their feedback, and show them that you value and act on their opinions.

5 Iterate and improve

The fifth step to update your customer journey map is to iterate and improve. Based on the validation, monitoring, review, and feedback processes, you should identify the areas that need improvement, and prioritize the actions that will have the most impact on your customer journey. You should also test and measure the results of your improvements, and refine them as needed. You should also communicate and collaborate with your team and stakeholders, and share your learnings and best practices.

6 Repeat the process

The sixth and final step to update your customer journey map is to repeat the process. Updating your customer journey map is not a one-time activity, but a continuous cycle of learning and optimization. You should revisit your map at least once a year, or whenever there are significant changes in your customers, your market, or your business. You should also keep an eye on the trends and innovations that may affect your customer journey, and adapt accordingly.

7 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?