Have you heard of mapping the customer journey? Even if you are just a beginner in marketing, chances are you have encountered this word a few times.
To refresh the concept, you can read it here

How do I acquire the information needed to map my customer journey?

To understand your customers' behavior, you need real data. Don't make the mistake of developing strategies using unconfirmed assumptions and information.
But, how to acquire relevant data about your users? You need the right tools for that! Tools that provide an analysis of user behavior, from their first visit to the website until the moment of purchase, and beyond. The fastest and most practical solution? An automation platform of the customer journey that allows you to have access to all this information in a single tool.

Source

Here's how to get all the relevant information to create the customer journey map:

• Performance of acquisition strategies
  Through evaluating the consumer acquisition techniques, you can decide how most customers got to your product. Through paid advertisements, social media, or application directories. In addition, with newsletters and landing page forms, you can acquire relevant information about your visitors, including how they discovered your product.

• User engagement with email
  Pay attention to how your users interact with your messages, whether in-app messages or by email. Open rate, clicks, shares, everything is important. Analyze if your nutrition newsletters and emails are impacting the customer's decision. Also, check if your transactional email strategy is part of the purchase process. If so, consider including these steps in your customer journey map.

• Content marketing results
  And speaking of nutrition emails, educational content such as webinars, ebooks, checklists, and infographics can be decisive in your client's journey. If your company works with content marketing, know that these materials are also a great way to acquire data. Are your customers in the habit of downloading, watching, or reading your content before contacting your sales team? Are your webinars converting? See if your content is part of the user story.

• Track and analyze the user
  Even if you know that your acquisition strategies are doing well, you still need to know what pages your users are visiting before, during, and after purchase. Do they visit the pricing page a lot or go straight to the registration page? Do they seek to know a little more about the documentation of their web application before clicking on the "Buy Now" button? Tracking and analyzing your user data can give you these answers.

• Contact before, during and after purchase
  The way your users contact your company can also be one of the steps in the customer journey, for example, users who send emails with questions or request calls from their sales team. When they are already using your product, users can contact their support team to learn more about the product's functionality. If these are common actions in the relationship between users and your company, then it is worth putting them on the customer journey map.

• Feedback and surveys after purchase
  Of course, you can also acquire valuable information directly from your customers. Right after enrollment or at the beginning of a trial period, request feedback via an in-app message. They can provide important data on how they evaluate the product and what motivated them to start using it, for example.

• Product reviews and mentions
  The customer journey does not end after the purchase. Customers can share opinions and reviews about your company or product on specialized websites and communities. This requires close monitoring of social media, but the effort is worth it since user feedbacks are worth gold to the company.

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