Mastering Customer Journey Mapping: A Guide for B2C Marketers [FREE Customer Journey Templates]

Reading Time: 9 minutes

In the ever-evolving world of B2C marketing, failing to consider the customer journey in your strategy can have dire consequences on your North Star metrics.

Consider Sarah, a seasoned B2C marketer tasked with promoting a new loyalty program for a high-end fashion brand during Halloween.

Sarah was excited to launch this new campaign and did an excellent job with her creatives and copies for Push Notifications and Emails.

However, she made a critical error! She overlooked the customer journey.

And, oh boy, it had dire consequences:

• Customers who had uninstalled the mobile app received an email about the perks of being a loyal customer. 😑
• Unhappy buyers who had given a negative review to the mobile app got a push notification asking them to refer their friends! 😡
• Customers with just one purchase more than six months ago got communication about signing up for the loyalty program. 😖

Eye-catching visual creatives and smart copies couldn’t save her campaign, and the loyalty program launch was disastrous.

As a B2C marketer, you have a pivotal role in shaping the experience customers have with your brand. This is where the concept of customer journey mapping comes into play.

In this guide, you will learn the importance of customer journey mapping. You will also get free customer journey mapping templates ranging from abandoned carts to customer onboarding to reactivation.

What Are The Benefits of Customer Journey Mapping?

Customer journey mapping is essential for your success, helping you:

1. Build a customer-centric approach

As a B2C marketer, customer journey mapping places the customer at the center of your strategy. By understanding their needs, emotions, and pain points, you can tailor your services and communications to meet their expectations.

2. Improve customer experience

Mapping customer journeys helps you identify pain points and areas where customers may become frustrated or disengaged. By addressing these issues, you can significantly enhance the overall customer experience.

3. Increase ROI from engagement strategies

Knowing how customers interact with your brand enables you to create more effective marketing strategies. You can send targeted messages at the right time and through the right channels, which can lead to increased conversions and sales.

4. Reduce abandonment/drop-off rates

Understanding why customers abandon their carts or browsing sessions allows you to implement effective re-engagement strategies. This can result in a significant reduction in abandonment rates and increased revenue.

5. Optimize onboarding

As a B2C marketer, mapping customer onboarding flows helps you streamline the process, making it easier for customers to get started. This boosts customer satisfaction and reduces drop-off rates during onboarding.

6. Increase retention

Reactivation and activation flows are crucial for customer retention. Effective mapping enables you, the B2C marketer, to keep customers engaged and motivated, ultimately leading to increased loyalty and long-term relationships.

7. Make data-driven decisions

Customer journey mapping relies on data and analytics. By using data to make informed decisions, you, the B2C marketer, can continually refine your strategies and improve your customer interactions.

8. Gain competitive advantage

B2C marketers who invest in customer journey mapping gain a competitive edge by providing superior customer experiences. Customers are more likely to choose and stay loyal to brands that understand and cater to their needs.

Customer Journey Mapping Templates for B2C Marketers

1. Single-channel Customer Onboarding Flow

Simplifying your new customer’s onboarding journey is naturally your top priority. By using a single communication channel, such as Email, SMS, or Push Notifications (Mobile App or Website), you can streamline the onboarding process and ensure that a seamless experience greets your new customers.

Use the template below to welcome new customers and guide them through their first interaction with your platform. This template makes use of a single channel for communicating with customers during their onboarding phase.

Use This Template

2. Multi-channel Customer Onboarding Flow

A multi-channel approach to customer onboarding ensures you have multiple ways to communicate the value proposition of your product. Mapping this customer journey allows you to identify bottlenecks and drop-off points in the onboarding process and personalize your communication.

The customer journey template below will help you welcome new customers and use multiple channels to communicate with them.

You can leverage the power of A/B testing to identify the best channel to communicate with new customers (and use this information for other onboarding Flows). This template also employs locales and conditional splits to identify each customer’s preferred language so you can send communication based on each individual customer’s preferences.

Use This Template

3. Increasing Mobile App Engagement

A high engagement on your mobile app indicates your customers are more likely to make a purchase and rely on your platform to fulfill their needs. Higher engagement leads to higher LTV, better customer loyalty, more referrals, and better customer retention.

To successfully drive engagement on your mobile app, you need to map the customer journey and consider multiple avenues that you can leverage to drive personalized communications.

Use the customer journey template below to engage with customers who haven’t been active on their mobile app for a few days using Next Best Action. The template uses In-app Messages and Cards to nudge customers toward a conversion goal once they open their mobile app.

Use This Template

4. Increasing Web Engagement

Similar to mobile app engagement, website engagement plays a crucial role in the growth of your North Star metrics. Mapping the web engagement journey helps you understand customer navigation, preferences, and factors influencing their engagement.

Mapping this customer journey helps you optimize the website effectively by using Website Banners, On-site Messages, and more.

You can use the customer journey template below to engage with customers who haven’t been active on your website for a few days using Next Best Action. The template uses a combination of Web Push Notifications, On-site messaging, Cards, and Google Ads to nudge customers toward the conversion goal.

Use This Template

5. Simple Abandoned Cart (Single Channel)

Cart abandonment campaigns are crucial because they help you recover potentially lost sales by reminding and enticing customers to complete their purchases. Mapping the customer journey for abandoned carts and sending relevant campaigns can significantly improve conversion rates and revenue.

Use the customer journey template below to send reminders to customers who have added items to their cart but are yet to make a purchase.

The template uses the Wait For/Till Node element to send communication after a time delay and checks if the customer has abandoned the cart or made a purchase post the set interval before sending the communication. This template employs a single channel for communication.

Use This Template

6. Multichannel Abandoned Cart

A multichannel approach to an abandoned cart customer journey allows you to engage customers through various channels like Email, Retargeting Ads, or Push Notifications. Customer journey mapping in this context helps you comprehend where potential customers drop off and which channels are most effective for re-engagement.

Use the customer journey template below to nudge customers who’ve abandoned their carts towards making a purchase by leveraging multiple communication channels in a single seamless experience.

Use This Template

7. Abandoned Browse

Quite often, you will notice that your customer cohort that browses products without making a purchase grows in size. Mapping the browse abandoned customer journey will help you create strategies and ideate personalized campaigns that will help you convert browsers into buyers.

You can use the customer journey template below to engage with customers who’ve viewed products or looked up specific categories of products but haven’t made a purchase yet.

This template will help you send contextual communication and leverage the power of Intelligent Path Optimizer (IPO) to distribute customers automatically to the best-performing path intelligently using MoEngage Sherpa.

Use This Template

8. Periodic Customer Reactivation Flow

Reactivation campaigns are essential when you want to re-engage your dormant customers who may have lost interest or disengaged from your brand.

By reaching out with tailored incentives and messages, you can use these campaigns to revive customer relationships and boost long-term retention and revenue.

Use the customer journey template below to engage with dormant customers in a periodic manner (say, every ten days). This template leverages the power of Next Best Action to communicate with each customer in their preferred channel at the time that they are most likely to engage via that channel.

Use This Template

9. Multichannel Customer Reactivation Flow

It is crucial to re-engage inactive customers by mapping their customer reactivation journey. You can send personalized communication and tailored discounts or offers over multiple communication channels to reignite their interest in your platform.

Use this template to engage with customers who haven’t been active on your platform for quite some time. This template helps you send curated offers and communicate with dormant customers. Since the Next Best Action (NBA) is employed in this template, communication is sent to each customer in the channel that they are most likely to engage with and at the time that they are most likely to do so.

Use This Template

Conclusion

By now, you must have gotten a comprehensive understanding of how customer journeys impact your North Star metrics and why mapping them is crucial.

In today’s customer-centric world, customer journey mapping is no longer an option – it is a necessity.

You can enhance customer experiences, reduce abandonment rates, and improve your overall marketing and retention strategies by understanding and optimizing various customer journeys.

Whether you are dealing with abandoned carts, customer onboarding, reactivation, or increasing engagement on your app or website, customer journey mapping empowers you to drive your North Star metrics.

To learn more about how MoEngage can help you map customer journeys better and improve your Customer Engagement strategies, schedule a product demo with our experts now!