In an earlier post, I described Journey Mapping, but once the journeys are documented… so what? How can it actually be used?

Completed Journey Maps really are just the start to a robust marketing and business development process. Each journey map needs to be fleshed out to better understand the prospect’s/client’s/member’s perspective and mindset.

Consider the following questions for each touchpoint:

• What is the emotional state of the member at that particular time?
• What is their state of urgency at this touchpoint?
• Have they sought ways to avoid this touchpoint, by using an alternate channel?
• What questions might they have at this touchpoint?
• What are the barriers (structural, process, cost, etc.) that might prevent them from moving to the next touchpoint.
• What stimulus can be provided to encourage them to move to the next touchpoint?
• Have there been any complaints or service gaps at this touchpoint in the past?
• Is this a touchpoint where a disproportionate number of people no longer proceed beyond?

These questions can be answered either through internal experience, market research (interviews, surveys, etc.), A/B testing, and data analysis. But they should be answered, this is the only way to glean insights, and improve your marketing outcomes.

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