Customer Journey Mapping (or buyer’s journey mapping) is a visual-representation method that many companies use to understand the emotional journey of their customers while interacting with different touchpoints (company’s website, social media platforms, advertisements, referrals, etc.). It assists in redesigning the marketing and operational modules through which the companies can maximize their customer reach, retention, and satisfaction. The most essential elements of depicting these maps are how well all the information layers (customer experience, frontstage, backstage, and systems & processes) are visually presented, as well as if these visuals can portray the exact message you wish to convey. A PowerPoint template with aesthetically pleasing objects can make it easy for you to highlight these sections and flow-of-information conveniently. Whether you have experience in mapping this journey or have just started to grasp the basics of this method, the following 8 tips can give you an edge on how to present the different information layers more compellingly and effectively.
1. Sketch Out the Information Flow before Designing the Presentation:
A clear understanding of what you want your audience to grasp from your presentation and on what they should act upon can help you design the layout of your slideshow. Different information layers comprise various customer interaction stages, touchpoints, emotional experiences, feedback, and many more. When presented in the proper order, along with clear and creative infographics can easily help viewers comprehend the information flow and your message.
2. Lay Down the Information based on your Audience
Understanding your audience before designing is the success key behind any powerful and engaging presentation. For example, if the viewing members have a better grasp of the Customer Journey Map (CJM), it should be easy for you to directly depict those details, which helps clarify the purpose behind your slideshow. Moreover, while addressing a target audience, you should use practical examples to explain the correlations between stages. You can also use creative infographics to backup such examples to increase information retention among the viewers.
3. Use Visual Aids for Better Retention and Impact:
According to T.L. Childers & M.J. Houston (1986), Picture Superiority Effect explains that using visual elements to deliver any information has proven to indulge the cognitive reasoning and comprehension abilities of a learner than providing it via words or speech. Using stimulating colors, infographics, animations, and objects can help you highlight the varying aspects of a CJM. During a presentation, speech alone can not help grab your audience’s attention; therefore, it is imperative to use relevant visual aids for highlighting your message in each slide.
4. Simplicity Makes a Difference:
A slide should be designed keeping the audience in mind; too much information can be overwhelming for both novice and experienced audiences. A clean and straightforward deck of slides has more power to deliver your information than one filled with multiple texts, images, or irrelevant details. CJM is a complex mix of information related to customer experience, where building correlations between different informative layers can be easily done using a creative and engaging PowerPoint Layout. This can help you bring focus on the details on any particular layer or stage.
Also check out this article: Customer Journey Mapping Tools in 2021 – Customer Insight
5. Use Strong and Weak Points for Comparison:
The pros and cons related to strong and weak points of any stage are readily remembered by the audience when the data is presented in a comparison format. While presenting a CJM, the strong and weak points of different touchpoints can be highlighted and can provoke the audience to reevaluate which ones are the resourceful touchpoints and which ones need to be changed. The same is applicable in depicting the operational process or details from backstage or frontstage.
6. Study the Shortcomings of Previously Designed CJM:
The information relation between customer experience, frontstage, and backstage is dynamic, making the CJM inaccurate for long-term usage. However, by analyzing the gaps and shortcomings found in the previous map, you can bring focus on the elements where new improvements are made and can easily encourage your audience to act upon certain steps.
7. Highlight the Customer Interaction Activities:
A compelling CJM is designed when customers’ interaction details are used to highlight the expectations, needs, and experiences they have while indulging and transitioning from different stages. Using these activities to correlate possible pain areas experienced by customers can help your audience evaluate the shortcoming in backstage processes and encourage them to devise better plans for boosting the customers’ experience and retention rate.
8. Prepare a Call-to-Action Slide:
While designing a buyer’s journey map, there are certain areas where you can find multiple issues on different stages. Creating a call-to-action slide will allow you to underline the possible solutions and influence your audience during your presentation session. You should formulate and present these solutions in an actionable approach for easy and effective resolutions.
How to Present a CJM Compellingly?
A Customer Journey Map is a method of visually representing customers’ journey and experiences while interacting and consuming the services or products of a brand. To present it effectively and efficiently, you should first need to identify the purpose behind designing the presentation, i.e., keep a specific goal behind creating a deck of slides. This will help you keep the content aligned with your message and help avoid any irrelevant details. Understanding your audience before designing is also a crucial part. You would not want to waste time highlighting the basics in front of an already familiar audience with CJM. Another critical step of designing is to use a simple presentation layout with relevant visuals, as they offer a more powerful impact on your viewers, making them easily remember the highlights of your slideshow. In relation to the context of your slideshow, considering the strong and weak points of the existing map, reevaluating the drawbacks of previous journey maps and customer interaction activities can help you lay down information that is relevant to your message and encourage your audience for specific actions in the desired sections.