If you own a restaurant, cafe, or coffee shop, you're constantly looking for ways to improve your business. One tool that can be particularly helpful in this pursuit is the customer journey map.
A customer journey map visually represents the various stages a customer goes through when interacting with your brand, from initial awareness to post-purchase follow-up.
By creating a customer journey map, you can identify pain points in the customer experience, build customer personas, and develop strategies to improve customer service and support.
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One of the key benefits of a customer journey map is that it helps you create a customer-focused approach to your business. Instead of just thinking about your product or service in isolation, you can think about how it fits into the larger context of the customer's life.
By understanding the customer's expectations and needs at each stage of the journey, you can tailor your product or service to meet those needs better (e.g. should you manage your queue which is what Din Tai Fung did or make it less annoying like what Hai Di Lao is doing.
Another value add of a customer journey map is that it helps you identify pain points in the customer experience. These pain points can be anything that causes frustration or difficulty for the customer, from a slow checkout process to a lack of customer support (in the Starbucks example below, the customer is seen to be frustrated when she needs to travel to get her drinks, so the distance of seeing your advertisements to enjoying the products could delight or annoy your customers as well.)
By identifying these pain points, you can develop strategies to address them and improve the overall customer experience.
Creating a customer journey map also helps you develop customer personas. A customer persona is a fictional representation of your ideal customer based on data and research.
When you create customer personas, you can better understand the needs and preferences of your target audience and tailor your marketing and communication strategies to better resonate with them.
A customer journey map is also helpful for developing strategies to improve customer service and support. By identifying the different touchpoints where the customer interacts with your brand, you can develop strategies to enhance the customer experience at each point.
This might include training your staff to be more responsive to customer needs, improving your social media presence to better engage with customers online, or developing new products or services that better meet the needs of your target audience.
If you're interested in building your customer journey map, keep a few critical steps in mind:
To simplify the process, we've prepared a free customer journey map template, a customer persona template and a business model canvas template.
We've also included a customer journey map created by students at a tertiary institution based on their experiences interacting with Starbucks.
See also Domino's Customer Journey Map.
By creating a customer journey map, you can better understand the customer experience and develop strategies to improve it. Whether you're looking to improve customer service, create new products or services, or engage with customers online, a customer journey map can help you achieve your goals.
So why not give it a try? Download our free templates and start building your future state customer journey maps today! Contact us to chat more about developing insights for your target restaurant audience.
OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).
Featured coffee brewing method: How to prepare V60 Coffee?
Previously: Making Coffee with a Coffee Sock.
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