{"id":23151,"date":"2023-08-28T19:14:18","date_gmt":"2023-08-28T17:14:18","guid":{"rendered":"https:\/\/salvadorvilalta.com\/?p=23151"},"modified":"2024-01-06T12:38:01","modified_gmt":"2024-01-06T11:38:01","slug":"el-viaje-del-cliente-paso-2-del-metodo-siete","status":"publish","type":"post","link":"https:\/\/salvadorvilalta.com\/en\/el-viaje-del-cliente-paso-2-del-metodo-siete\/","title":{"rendered":"The Customer Journey: Step 2 of Method Seven"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"23151\" class=\"elementor elementor-23151 elementor-23103\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-09abb78 e-flex e-con-boxed e-con e-parent\" data-id=\"09abb78\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-72ca0da sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"72ca0da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Any marketing expert knows that the success of a sales strategy is not based solely on the presentation of the product or service. For a shopping experience to be truly effective, it is essential to understand every step of the customer journey, from first contact to post-purchase. Today, as part of the <a href=\"https:\/\/salvadorvilalta.com\/en\/method-seven\/\" target=\"_blank\" rel=\"noopener\">Method Seven<\/a> covered in my book<a href=\"https:\/\/salvadorvilalta.com\/en\/sell-more-in-7-steps\/\" target=\"_blank\" rel=\"noopener\"> &#8220;Selli More in Seven Steps&#8221;,<\/a> we explore <b>Step 2: Journey Mapping or &#8220;Customer Journey&#8221;<\/b>.<br \/><span style=\"font-size: 16px; text-align: var(--text-align); background-color: transparent; color: var(--theme-color-text); letter-spacing: 0px;\"><br \/><\/span><\/p>\n<h4 style=\"letter-spacing: normal; margin-top: 0px;\"><span style=\"font-family: roc-grotesk, sans-serif; font-size: 23px; font-weight: 500; font-style: normal; color: var(--theme-color-text_dark); text-align: var(--text-align); background-color: transparent;\"> Why is Journey Mapping so crucial?<\/span><\/h4>\n<p>The digital era has raised consumer expectations. A Salesforce survey found that a <b>staggering 88% of customers expect a personalized shopping experience<\/b>. This is where Journey Mapping comes into play, as it allows us to visualize and understand each stage of the customer journey and, consequently, offer them experiences tailored to their needs and desires.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bf61974 e-flex e-con-boxed e-con e-parent\" data-id=\"bf61974\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c7bde62 sc_fly_static elementor-widget elementor-widget-image\" data-id=\"c7bde62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"582\" src=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-1024x582.png\" class=\"attachment-large size-large wp-image-23128\" alt=\"\" srcset=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-1024x582.png 1024w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-300x170.png 300w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-768x436.png 768w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-1536x873.png 1536w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-2048x1164.png 2048w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-370x210.png 370w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-840x477.png 840w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-410x233.png 410w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/UXPressia_SalvadorVilalta-270x152.png 270w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f5b5b6b sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"f5b5b6b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><span style=\"color: var(--theme-color-text_dark); font-family: roc-grotesk, sans-serif; font-size: 23px; font-style: normal; font-weight: 500; text-align: var(--text-align); background-color: transparent;\"><br \/>The crucial moments of the Journey<\/span><\/h4>\n<p>Before diving into the art of mapping, it is essential to understand the most critical moments that define the relationship with our customers:<\/p>\n<ul>\n<li><b>Zero Moment of Truth (ZMOT):<\/b> When the user starts searching for a product or service.<\/li>\n<li><b>First Moment of Truth (FMOT): <\/b>The customer&#8217;s first impression of your products or services.<\/li>\n<li><b>Second Moment of Truth (SMOT):<\/b> Post-purchase interactions, when the customer tests or experiments with what they have purchased.<\/li>\n<li><b>Ultimate Moment of Truth (UMOT): <\/b>When the customer shares his experience, influencing the ZMOT of other users.<\/li>\n<\/ul>\n<p>As I mentioned in my review of the book<a href=\"https:\/\/salvadorvilalta.com\/en\/x-the-experience-when-business-meets-design-surely-the-best-customer-experience-book-ever-written\/\" target=\"_blank\" rel=\"noopener\"> &#8220;X: The Experience When Business Meets Design&#8221;<\/a> by Brian Solis, these moments are vital. They act as touch points that we can influence to ensure that the customer experience is positive and therefore drives loyalty and sales.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fd115cd e-flex e-con-boxed e-con e-parent\" data-id=\"fd115cd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-837281d sc_fly_static elementor-widget elementor-widget-image\" data-id=\"837281d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-1024x1024.png\" class=\"attachment-large size-large wp-image-23111\" alt=\"Momentos de la verdad por Salvador Vilalta\" srcset=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-1024x1024.png 1024w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-300x300.png 300w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-150x150.png 150w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-768x768.png 768w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-370x370.png 370w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-120x120.png 120w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-840x840.png 840w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta-410x410.png 410w, https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/Hotel-Journey-Model-Salvador-Vilalta.png 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-aaffdac e-flex e-con-boxed e-con e-parent\" data-id=\"aaffdac\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2bee66a sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"2bee66a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4 style=\"letter-spacing: normal;\">The Journey Mapping tool<\/h4>\n<p>Journey Mapping is a visual tool that shows us every step a customer takes with our brand. It spans from the first contact, through the purchase decision and beyond. It is essential that this map includes both online and offline interactions, and covers all touch points, from our website to customer service. <br \/><span style=\"font-family: 'Kumbh Sans', sans-serif; font-size: 16px; font-style: normal; font-weight: 400; text-align: var(--text-align); background-color: transparent; color: var(--theme-color-text); letter-spacing: 0px;\"><br \/>Using tools such as<\/span><span style=\"font-family: 'Kumbh Sans', sans-serif; font-size: 16px; font-style: normal; text-align: var(--text-align); background-color: transparent; color: var(--theme-color-text); letter-spacing: 0px; font-weight: bold;\">UXPressia<\/span><span style=\"font-family: 'Kumbh Sans', sans-serif; font-size: 16px; font-style: normal; font-weight: 400; text-align: var(--text-align); background-color: transparent; color: var(--theme-color-text); letter-spacing: 0px;\">you can objectively visualize your customers&#8217; journey, identify pain or friction points, and uncover opportunities to improve the experience.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5a0fa43 e-flex e-con-boxed e-con e-parent\" data-id=\"5a0fa43\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-421c36b sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"421c36b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4>How to Create Effective Journey Mapping<\/h4>\n<ul>\n<li><b>Define the phases: <\/b>Based on the example of a hotel customer, the phases could be: Discovery, Pre-stay, Stay, Post-stay and Loyalty.<\/li>\n<li><b>Set the objectives: <\/b>What does the customer want to achieve at each stage?<\/li>\n<li><b>Identify touch points: <\/b>Where does the customer interact with your brand?<\/li>\n<li><b>Experience map:<\/b> How does the customer feel at each stage?<\/li>\n<li><b>Storyboard:<\/b> A graphical representation of the client&#8217;s process.<\/li>\n<li><b>Quoting Section: <\/b>Client&#8217;s thoughts and feelings.<\/li>\n<li><b>Pain points:<\/b> Problems that the client may face.<\/li>\n<li><b>Satisfaction points: <\/b>Aspects that the customer would value.<\/li>\n<li><b>Ideas:<\/b> Proposals to improve customer experience.<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-646a4fe e-flex e-con-boxed e-con e-parent\" data-id=\"646a4fe\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cd1a6e9 sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"cd1a6e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It is crucial to remember that, although this effort is fundamental, customers can take unexpected paths (customer journey hacking). It is always good to be attentive and ready to adapt to your changing needs.<br \/><span style=\"background-color: transparent; color: var(--theme-color-text); font-size: 16px; letter-spacing: 0px; text-align: var(--text-align);\"><br \/>Once you have defined your Journey Mapping, <b>it is essential to translate it into tangible actions and processes<\/b>. As a preview, these &#8216;Journeys&#8217; or processes are the cornerstone of automation, a topic we will address later in our Method 7.<\/span><\/p>\n<p><span style=\"background-color: transparent; color: var(--theme-color-text); font-size: 16px; letter-spacing: 0px; text-align: var(--text-align);\">Cheers!<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3401beb e-flex e-con-boxed e-con e-parent\" data-id=\"3401beb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6e4186a elementor-cta--skin-classic elementor-animated-content elementor-bg-transform elementor-bg-transform-zoom-in sc_fly_static elementor-widget elementor-widget-global elementor-global-24757 elementor-widget-call-to-action\" data-id=\"6e4186a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"call-to-action.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-cta\">\n\t\t\t\t\t<div class=\"elementor-cta__bg-wrapper\">\n\t\t\t\t<div class=\"elementor-cta__bg elementor-bg\" style=\"background-image: url(https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2024\/01\/Salva_Suscribir-1024x484.png);\" role=\"img\" aria-label=\"Salvador Vilalta Blanco Suscribir\"><\/div>\n\t\t\t\t<div class=\"elementor-cta__bg-overlay\"><\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-cta__content\">\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<h2 class=\"elementor-cta__title elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tDid you like this content?\t\t\t\t\t<\/h2>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__description elementor-cta__content-item elementor-content-item\">\n\t\t\t\t\t\tIf you liked this content and want access to exclusive content for subscribers, <b>subscribe now<\/b>. Thank you in advance for your trust\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-cta__button-wrapper elementor-cta__content-item elementor-content-item \">\n\t\t\t\t\t<a class=\"elementor-cta__button elementor-button elementor-size-\" href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6MjMwNzAsInRvZ2dsZSI6ZmFsc2V9\">\n\t\t\t\t\t\tI want to Subscribe \t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Any marketing expert knows that the success of a sales strategy is not based solely on the presentation of the product or service. For a shopping experience to be truly&hellip;<\/p>\n","protected":false},"author":2,"featured_media":23119,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[228,229,231],"tags":[],"class_list":["post-23151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cx-customer-experience","category-marketing-en","category-tools"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Customer Journey: Step 2 of Method Seven - Salvador Vilalta<\/title>\n<meta name=\"description\" content=\"Today, as part of the Method Seven covered in my book \u201cSelli More in Seven Steps\u201d, we explore Step 2: Journey Mapping or \u201cCustomer Journey\u201d.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/salvadorvilalta.com\/en\/el-viaje-del-cliente-paso-2-del-metodo-siete\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Customer Journey: Step 2 of Method Seven\" \/>\n<meta property=\"og:description\" content=\"Today, as part of the Method Seven covered in my book \u201cSelli More in Seven Steps\u201d, we explore Step 2: Journey Mapping or \u201cCustomer Journey\u201d.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/salvadorvilalta.com\/en\/el-viaje-del-cliente-paso-2-del-metodo-siete\/\" \/>\n<meta property=\"og:site_name\" content=\"Salvador Vilalta\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-28T17:14:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-06T11:38:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/salvadorvilalta.com\/wp-content\/uploads\/2023\/08\/JourneyMap-Salvador-Vilalta.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1456\" \/>\n\t<meta property=\"og:image:height\" content=\"816\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Salvador Vilalta\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salvador Vilalta\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/el-viaje-del-cliente-paso-2-del-metodo-siete\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/el-viaje-del-cliente-paso-2-del-metodo-siete\\\/\"},\"author\":{\"name\":\"Salvador Vilalta\",\"@id\":\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/#\\\/schema\\\/person\\\/46bbea2a058bb4eace536ab893edc68b\"},\"headline\":\"The Customer Journey: Step 2 of Method Seven\",\"datePublished\":\"2023-08-28T17:14:18+00:00\",\"dateModified\":\"2024-01-06T11:38:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/el-viaje-del-cliente-paso-2-del-metodo-siete\\\/\"},\"wordCount\":557,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/#\\\/schema\\\/person\\\/46bbea2a058bb4eace536ab893edc68b\"},\"image\":{\"@id\":\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/el-viaje-del-cliente-paso-2-del-metodo-siete\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/salvadorvilalta.com\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/JourneyMap-Salvador-Vilalta.png\",\"articleSection\":[\"CX customer experience\",\"Marketing\",\"Tools\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/el-viaje-del-cliente-paso-2-del-metodo-siete\\\/#respond\"]}]},{\"@type\":[\"WebPage\",\"ItemPage\"],\"@id\":\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/el-viaje-del-cliente-paso-2-del-metodo-siete\\\/\",\"url\":\"https:\\\/\\\/salvadorvilalta.com\\\/en\\\/el-viaje-del-cliente-paso-2-del-metodo-siete\\\/\",\"name\":\"The Customer Journey: Step 2 of Method Seven - 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