5 Surprises We Found Journey Mapping for Clients
AMPERAGE Marketing & Fundraising has led journey mapping and sales funnel exercises for healthcare, education, nonprofit and B2B clients. We’ve noticed a few trends that surprised us as we conducted our journey mapping sessions.
Developing a comprehensive journey map can be rigorous work, but it is an enlightening, creative tool to broadly understand your customers’, patients’, donors’ moments of truth.
1. Fundamental sales processes are not always shared by team members
We are always a little surprised that team members are not aware of fundamental sales components necessary to complete a sale, attract a patient or entice a student to attend a college. The touch-points, or as Google calls it “moments of truth,” are siloed and poorly understood by others who could enhance or optimize touchpoints for the good of the organization.
2. Inefficient touchpoints or processes are identified and eliminated
One of the most satisfying parts of running a journey map process is when there are “aha” moments around unproductive touchpoints. It usually starts with a question, “Why do we do that?” And can end with, “Let’s invest in some other critical touchpoint.”
3. There are large communication gaps in the sales funnel
By doing a visual journey map, you can quickly see where large communication gaps exist. The prospect is waiting for information, but the next touchpoint doesn’t come or is so late interest is lost.
4. Empathy is built from the customer’s perspective
A truly surprising twist of perspective comes during the journey map process—a true empathy seems to build for the prospective patient, client, donor or student. Walking a few miles in the customer’s shoes forces us to look outside-in rather than inside-out. It’s a new perspective that will yield results.
5. Most are relying on luck to play a large part in the sales process
We all appreciate lucky moments in the sales process, but some organizations seem to be only built on luck and hope. Unfortunately, neither is a strategy. Proactive, strategic approaches work best and become luckier and luckier.
To discover what you can learn about your sales process through journey mapping, connect with a marketing research specialist at AMPERAGE Marketing & Fundraising today.