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            Map the Customer Journey and Drive Engagement

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            Map the Customer Journey and Drive Engagement

            You defined a site vision that aligns your site with your company’s purpose. Now you want to design a site experience that encourages users to visit your site and interact with your content. But to promote customer engagement, you must first understand your customers’ needs and create compelling content in to meet those needs.

            Required Editions

            Available in: both Salesforce Classic and Lightning Experience
            Available in: Enterprise, Performance, Unlimited, and Developer Editions

            Why Is This Important?

            Engagement describes just how involved your customers and partners are with your site. How often do they visit the site? How long do they stay? What do they do on the site?

            Improve customer engagement and satisfaction by understanding the customer experience. The customer experience is a combination of two factors:

            • User personas represent specific types of customers. Think of your personas as fictional characters with real-world responsibilities, goals, and challenges.
            • Customer journeys map how your customers use your products and services. Identify what your customers want to accomplish and how they feel at each stage of their experience.

            When you understand what your users need, you can design a site that helps them accomplish their goals.

            Tip
            Tip As you go through this process, define specific outcomes to measure success: improved customer retention, reduced support costs, faster conversions, and so on. Then you can measure improvements as you make them.

            What Should You Keep in Mind?

            To begin mapping the customer journey, first develop the characteristics of your user personas. To start the process, answer some questions.

            • What roles do the top two or three users have?
            • What are their responsibilities, challenges, goals, and motivations?
            • What do they want to accomplish on your site?

            You can then start asking some questions about the customer journey to detail the sequence of customers’ key activities on the site. Where possible, seek input from your support, sales, and marketing teams.

            • To meet their goals, what type of content do your customers need?
            • Are customers looking at your content for informational or learning purposes?
            • Are they accessing the site using desktop or mobile devices?
            • What do they do when they access the site?
            • Which interactions are most important?

            Ideas for Promoting Engagement

            Obviously, the best way to engage users is to have a site that meets their needs. Let’s look at some examples.

            Example
            Example Let's say you want to create a compelling product registration experience for new customers. Consider creating a home page with a vivid product image in the background and a prominent call-to-action registration button. Provide links to product information and customer testimonials.
            Example
            Example If your site is a self-service help portal, you want to create an experience that helps users solve a problem or learn more about your product or services. In this case, to improve engagement, consider making the portal available from the home page of your corporate website with an easily identifiable icon that links to the self-service portal. Also consider providing as much publicly available self-service content as possible on your site. Because public, or unauthenticated, content is discoverable through search engines, it encourages users to visit, stay, and explore your site. When they're on your site, consider guiding visitors to the most relevant content with a quick-start topic or a search bar where they can enter key terms.
             
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