6 little-known advantages of creating a customer journey map

Key takeaways:

  • CJMs provide CEOs with insight into marketing activities and KPIs for strategic evaluation.
  • Improved collaboration between departments is facilitated by sharing CJMs, reducing communication barriers.
  • CJMs serve as a knowledge base with historical data, mitigating risks associated with key person dependency.
  • CJMs streamline report creation, providing comprehensive data for analysis and evaluation.
  • CJMs enhance client management for marketing and CX agencies, improving efficiency and reducing errors.

There is a lot written about the biggest and most obvious advantages of customer journey mapping (a lot of it by us) and we hope this topic doesn’t need a further contribution. On the other hand, what’s not written about as much is how the concept of CJM can be used to help

with tasks and problems you’d probably never thought of. If you’re using the right tool, customer journey mapping can offer much more than just visualizing the customer journey and customizing it to the customer personas. So today, we’ll look at 6 advantages of CJM most people don’t know about, that can serve CEOs, CMOs, and agencies alike.

1. Easy access to the marketing activities and their KPIs

CEOs can use the customer journey map of their company to see how things really are. The whole marketing strategy is laid out on a timeline – every activity includes basic information along with the people responsible and relevant KPIs like the number of conversions from Google Analytics, or the number of new followers from Instagram. By looking at the past performance of a given KPI (yes, even this can be included in the activity) and its trendline, they can easily evaluate where the activity is going and whether it’s performing at a desired level. If not, they can start enquiring about what’s going on – the person responsible for the activity is listed, too.

Additionally, CEOs can add the imported KPIs to their dashboard and see at a glance what’s going on and what has to be investigated further. Without this, CEOs would either need to wait for and rely on the reports from their subordinates (while still not having a clear idea of how the marketing works) or check the KPIs one by one in their respective analytics, e-commerce, advertising, and other tools.

2. Better collaboration with the marketing department

Improving the collaboration between departments is on the Christmas wishlist of every CEO. In this case, it can be between marketing and CX departments, but not every company has a CX department, so more commonly it’s between the marketing department and the rest of the company.

By “improving collaboration”, most people usually imagine improving communication. That’s not an easy task, though, so the collaboration remains on the CEO’s Christmas wishlist permanently. But what if it was approached from a different perspective? What if there was an easy way for everyone to simply look at what the marketing department is doing, who exactly is doing what, and with what results – and use this information to ask better and more pointed questions? Now you know where we’re heading – by sharing a CJM with different departments, a lot of the collaboration issues would be mitigated – after all, that’s where the big part of the problem lies – in not knowing what the marketing is actually doing.

3. Better meeting planning

Planning team meetings and putting everything needed together should be automated – but how? To be able to do that, the thing that would automate this process needs to have access to everything that can be discussed. And what thing is that? Your CJM! If you are using Out of Dark, the Planning feature will be a part of each customer journey – you can use it to pinpoint, list, and compare the performance of your KPIs and discuss, evaluate, and manage the progress of your activity-related actions (this is all Out of Dark lingo – if you need some help understanding it, check out our CJM features).

4. Knowledge base with historical data

As the saying goes, people are the most valuable asset of a company. If they are, it’s a good thing. But what’s not a good thing is being overreliant on them (also known as Key Person Dependency) – if their departure would seriously incapacitate their department, it creates a huge risk for the company. This mostly applies to the department heads, which include CMOs and, in bigger companies, CXOs. The dots may be out there for everyone to see, but they can be the only ones who can connect them. If they leave, the dot-connecting capacity leaves with them.

Having a customer journey map in place protects a company from this effect in two ways: first, it connects the dots. Every (marketing) activity is formulated and placed where it belongs with respect to others – even if a complete outsider looks at the CJM, he should be able to fully grasp the marketing ops of a given company. Second, having a continuously updated KPI connected to each activity means that these values can be collected. 

Over time, the accumulated data will form a huge knowledge base with all historical marketing data and context. If a CMO (usually one of the longest-serving marketers) leaves, this valuable historical data and its context isn’t going anywhere and can be conveniently accessed anytime. It can also serve as a welcome gift for every new marketer or CX specialist who joins the company.

5. Creating reports

There’s always that lucky someone who has to create marketing reports. If his team would create a CJM, that lucky someone would really be lucky, now in a proper sense – there would be no need to prepare the reports – or at least not manually. Going through the CJM can become your new standard of reporting. It includes (or, well, should include) every marketing activity, every person responsible, every KPI, every idea for improvement proposed, and every action that was taken to make these ideas happen. In short, kind of what you need to create a report.

6. Client management for agencies

If you’re a good marketing or CX agency, you have a lot of clients. Boom. Next big statement: If you have a lot of clients, you have to do and manage a lot of stuff. Boom, and still going. If you manage a lot of stuff, you can get lost in them – if you do, you may make mistakes. If you make mistakes, you could become a bad agency – and bad agencies lose clients. 

This particularly applies to agencies that do 360-degree marketing, or something close to it. PPC consultants and other specialized agencies won’t appreciate the CJM as much because their work only applies to a fraction of the company’s touchpoints. Now that you know what’s the deal, here’s how CJM can help.

All marketing & CX agencies have some system to keep track of the work for their multitude of clients. Whatever they have, CJM would probably be more effective. They can simply lay out all activities they’re working on, have them connected with the KPIs, and manage the team members working on particular projects (one journey for each client) and particular activities. The customer journey can be their reference for what they are doing and what has to be done for a given client. As we mentioned in Advantage #5, CJM can be also used when presenting their work to the client. The point from Advantage #4 applies, too – if someone from the agency leaves, his work can be simply taken over by another team member, while all the historical knowledge about the company’s work for a client stays. On the same note, the new additions to the agency will also have an easier time getting started.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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