How To Create A Klaviyo CRM Customer Journey Map
How To Create A Klaviyo CRM Customer Journey Map
A Customer Journey Map is a visual representation of how you’re interacting with your customers throughout their entire customer journey. Creating one makes everything more clear. Creating one will give you an easy-to-access, high-level overview of your entire customer journey, your flow strategy, and all your interactions with your customers whenever you need it.
Do you know exactly what happens when…:
…someone visits your store?
…they buy their first product?
….it ships and they receive it?
…they keep buying your products?
… or they never buy anything from you again?
Do you have a clear overview of what your customers are actually going through at every step of their journey with your brand?
Do you know how you interact with them? What emails do they receive? How do all your marketing messages fit together?
Are you sure you’re reaching out to your customers with the right email at every step of their journey? A personal message that surprises and delights them? And that you’re doing it in a way that persuades them to take the next step?
Before you’re able to optimize your customer journey, first you’ll need to understand what it actually looks like and how all your flows fit together.
You do that by creating a Customer Journey Map.
A Customer Journey Map is a visual representation of your entire customer journey.
It’s a central document that gives you a bird’s-eye view of how you interact with your customers at every step of their journey.
Your Journey Map is the strategic backbone of your lifecycle marketing.
Armed with this map, you’ll know exactly what your customers are going through at all times. You’ll know what you’re sending when to whom and how it all fits together.
A Journey Map also gives you a clear picture of whether you’ve implemented all the right flows to enhance your customer’s experience at every opportunity– and where there’s room for improvement.
It allows you to quickly identify opportunities to improve your flows, enhance your customers’ experience, and turn them into raving fans.
Your Customer Journey Map should visualize all the main steps of your customer journey. It should show all your opt-ins, all your flows and how they funnel into each other.
Creating one takes some time, but isn’t too difficult.
Normally, it goes as follows:
Start with a general Journey Map template.
Fill out the main parts of the customer journey first.
Add some specific sections and steps that are unique to your industry and your business.
Identify which new flows to create and existing flows to improve.
We’ve mapped out the main phases of every store’s customer journey in our general Journey Map template. (You can download our template for free in the Systems Library.) For most brands we work with, we start filling those out first.
Each brand is different and has its own customer journey. Your specific Journey Map will end up looking different than ours.
You can use our general template as a good starting point, but make sure you modify and customize it to reflect your actual customer journey.
Klaviyo is a great platform, but unfortunately it makes it difficult to map out your flows or see the bigger picture of your customer journey. But there are many great tools you could use to map out your flows instead.
We love using Whimsical because it’s easy to share with our team, but any other wireframing tool will do. Miro, LucidChart and Figma are some of the other popular tools you could use.
You don’t need to use anything advanced.
Use whatever tool you’re comfortable with. Just make sure it’s easy for you to share with other people. We’ve used pen and paper for our clients in the past and that worked great as well.
Nearly every eCommerce store’s customer journey consists of the same five main phases. Make sure you map these out first:
Prospects are traffic that is mostly new, but you have not captured yet.
Your prospect journey is the first part of your marketing funnel. It contains the marketing elements you use to persuade people to give you permission to email them (such as opt-in forms, popups and lead magnets).
Once visitors sign up and become a subscriber, they enter your non buyer journey.
They’ve opted in. They’re interested in what you’re offering. They’re engaged. Your next goal is to persuade them to actually make their first purchase.
In our experience, your non buyer journey is where you capture the bulk of your revenue. In this section, you’ll find most of the foundational flows you’ve implemented in Level Two, including your Pre-Purchase flow, Browse Abandonment flow and Abandon Checkout flow.
Later on, you might incorporate more advanced flows here such as Hail Mary, Back In Stock, Quiz, and Lead Magnet flows. (We’ll discuss these soon.)
Once customers have placed their first order, it’s crucial to nurture your relationship with them and encourage them to place another order later.
In this part of the customer journey, you’ll find foundational flows such as a Post-Purchase and Winback flow. You can also implement more advanced flows such as Subscription Upsell, Anniversary, Refund and Sunset flows.
They’ve bought from you twice. They clearly like what you’re selling. You’ll want to thank these loyal customers, keep them loyal, persuade them to buy more, and perhaps recommend you to some of their friends.
Great flows for this stage of the customer journey are Review Requests, Affiliate Programs, Surveys and Thank You flows.
To keep things simple, we consider anyone who placed an order 3 or more times a VIP. But you might have more stringent parameters if your store has a really high repeat order rate.
Your VIPs clearly love you and your products. They’re raving fans. You’ll want to foster that love, nurture it, capture some of it, and showcase it to the world so new visitors will be convinced to try out your products and fall in love with you as well.
Great flows for this stage are a special VIP Welcome and Nurture flow and targeted Review Request, UGC Request and Affiliate Program flows.
Each brand is unique. And each brand has its own customer journey.
On top of the core journey phases we’ve just discussed, you’ll probably need to add some additional sections and touchpoints that are unique to your customer journey.
You might need to include:
Subscriptions
Returns
Chat
Direct Mail
Loyalty
Gift cards
Shipping notifications
Transactional emails
Sit down with your team to discuss this. Take a look at all your flows, your support tickets and any other communication.
Don’t forget anything. Make sure you’ve mapped out all the interactions and touchpoints you have with your customers.
