B2B Customer Journey Mapping For Professional Service Firms
Understand your client’s experience from their perspective and recognize where your clients might experience friction. Create more value in their lifecycle with Client Savvy.
What Is Client Journey Mapping?
B2B customer journey mapping, or client journey mapping, allows your team to identify the potential friction points (from your client's perspective) of working with your firm. With Client Journey Mapping tools and advisory services from Client Savvy, we can help you create a foundation for service design and innovation and use feedback to create better client experience moments.
Our services provide you with a thorough understanding of your customers' concerns throughout the buying process. You’ll be able to strategically address their issues and support their needs while gently encouraging them to take the next step.
Identify gaps in your current service offerings or develop new ones through the customer journey mapping process. You can also identify ways to optimize for better customer satisfaction and opportunities for upselling and cross-selling.
You won’t need to rely on your sales team’s guesswork or gut feelings during the sales process. Instead, you can consult your road map and provide your customers with the information they need during the B2B customer journey.
Client Journey Mapping Analysis
With Client Savvy
Recognizing where your clients might experience friction is powerful. Client Savvy gives you the journey mapping tools and advisory services to create trust.
Client Savvy’s CX tools can help understand your client journey in the following ways:
Focus company goals on a specific client-related mission
Set and measure client expectations based on their specific journey
Prove client understanding through client feedback tools
Build trust that secures long-term, fruitful relationships
Journey Mapping
for Professional Services Firms
Our comprehensive B2B customer journey mapping services are designed for companies and professionals working in a wide array of industries, including architects, engineers, contractors, accountants, lawyers, and IT specialists.
We customize each of our customer journey solutions to align with the products or services your business provides and your target audience. With our help, you’ll streamline your sales process and increase your revenue. You’ll also enhance customer satisfaction, no matter your market sector.
Architects
Engineers
Contractors
Accountants
Lawyers
IT Solutions
How Customer Journey Mapping Works
Our B2B customer experience journey mapping process starts with these nine steps.
01
Understand Your Business
We’ll begin by getting to know your business, including your products and services. We’ll speak with members of your team who are essential to the customer journey, giving us a clearer understanding of your market and your organization's challenges.
In-depth knowledge of your organization gives us a starting point for preparing a customer journey map, B2B.
Most organizations have several stages in the B2B customer journey:
Awareness
Awareness occurs when your buyer becomes familiar with your company and its services. In the awareness stage, a potential customer views your ad, hears about your company from a colleague, or comes across your website. Customers may not need your services yet, but they know your organization exists.
Interest
Customers in the interest stage are actively searching for a solution to a problem. They may look at your products in depth and compare them to your competition. They’re more likely to contact your organization for additional information through a demo or consultation at this stage.
Decision
In the decision stage, your customer decides whether your products or services will resolve their pain points. They may consult with you for additional information. They’re also likely to ask for input from other internal decision-makers, such as executives, managers, and employees. You can assist in the decision phase by highlighting the advantages of your product over your competitor’s and addressing any client concerns.
Service
In the service stage, your client has decided to purchase from your company. Now you must provide them exceptional service to ensure they’re happy with their purchase. During this stage, you’ll help your buyers overcome any implementation issues or problems they encounter with your products.
Loyalty
Ideally, you’ll capture your customer’s loyalty by ensuring your product serves their needs. Your sales and customer service teams must support them, ensuring their experiences with your organization are positive. Remember, loyal customers will repeatedly return, helping you grow your revenue over time. A bad experience usually results in a lost client — and they may share their negative encounter with others.
Concerns
As your clients continue to use your products and services, issues might arise over time. With B2B customer journey touchpoints, you can map out how to address these concerns quickly and efficiently. That way, your customers continue benefiting from your products and ongoing customer service.
Exit
Not every customer will stay with you for decades. Clients’ needs can change for reasons that are outside your purview. They may no longer need your services or cease to operate. We can help you streamline the client exit process, ensuring you remain customer-focused even if a client decides it’s time to go.
02
Establish Buyer Personas
You know your customers better than anyone else. With your help, we’ll drill down into the details of your buyers, including their common pain points and other helpful information, such as their demographics and needs. As we learn more about your customer base, we’ll create a persona for each of your client groups.
Customer personas allow us to tailor a B2B journey map for each type of client you have. We’ll be able to identify their shared concerns, internal decision-making process, and expectations from your business.
03
Determine Your Customer’s Goals
Each customer persona has specific goals for your product or services. For instance, some organizations want to minimize expenses, while others seek quality. Some companies will undertake lots of research before making a buying decision, while others already know what they want and are seeking to make an immediate purchase.
We’ll assign specific objectives for each of your customer personas, helping us differentiate the B2B customer journey steps for each goal.
04
Establish a Digital Customer Journey Mapping Flowchart
Once we completely understand your buyers’ personas and their various objectives, we’ll create a digital customer journey mapping flowchart you can refer to as your clients move through the purchasing process.
We typically include seven stages in each flowchart: awareness, interest, decision, service, loyalty, concerns, and leave. In each stage, we’ll identify the resources most likely to assist your customers as they make a buying decision and after purchasing.
05
Evaluate the Communication Channels for Each Interaction
Ideally, you have several communication channels that allow you to interact with your clients as they move through the steps of the customer journey. Communication channels might include your website, social media accounts, email, telephone, and in-person exchanges.
We’ve found that B2B organizations can best optimize their customer journeys by deploying an omnichannel marketing strategy.
In this strategy, organizations maintain communication with the customer through each channel, ensuring the next conversation builds upon previous interactions.
For instance, if a customer visits your website and signs up for your email newsletter, you’d follow up with a welcome email and invitation to demo your services virtually or in person. If the customer opts for a demo, you will schedule an appointment.
06
Identify Roadblocks that Heed the Customer Journey
Our next step is to identify the bottlenecks that prevent the customer from taking further action with your company. We’ll narrow down typical issues and provide you with a flowchart to resolve the problems.
For instance, suppose that customers express concerns about the price of your services. We can suggest ways to overcome their hesitations, such as showing how your services add value over the long term, giving them a return on their initial investment.
Our customer journey mapping consulting services help you clarify where the obstructions in your sales process are, allowing you to serve your customers better and streamline their needs. You’ll have an answer for each of their issues that you can turn to whenever clients have a hiccup in their decision-making.
07
Find Ways to Add Value to Your Customers
As we work through your B2B customer journey map, we’ll search for ways to add value to your customers through the buying process and after they’ve made a purchase. Our suggestions can cut through any bureaucracy in your processes, allowing customers to quickly obtain the answers they need.
For instance, if clients typically require assistance in implementing your products, we might suggest curating a series of how-to webinars that are easily accessible at any time.
Other potential options include a built-in chatbot to answer common inquiries.
We can also consider solutions that help your sales team perform more effectively when interacting with potential clients in the buying journey, providing opportunities for cross-selling or simply creating stronger relationships with your customers.
08
Obtain Buy-In from Your Team
Our B2B customer journey services don’t end with a flowchart. Once we have drafted a flowchart for your products and services, we’ll seek full buy-in from your team. We’ll ask your employees to weigh in on the journey map and provide additional insights that result in a fully developed, comprehensive plan.
When your employees understand the customer journey map, they’re more likely to pinpoint potential problems and suggest solutions. They’ll also be more likely to follow the map if they play a significant role in its creation. When your workers agree with the flowchart, they’ll rely on it as they interact with your clients, enhancing its usefulness.
09
Examine Results from Implementation
Once you implement your customer roadmap, we’ll help you analyze the results through employee and customer feedback. We will propose surveys that show where your processes are effective and where they may need additional support. Our analysis will help you determine whether our solutions are working and where further refinement might be necessary.
Other analytics that benefit the mapping process include identifying where your customers are leaving in the purchasing funnel or where they spend most of their time. We will measure conditions before the customer mapping procedure and compare them with results after implementation.
We’ll make adjustments to smooth the buying process further as we gain more information from our analysis.
Developing a customer journey map isn’t a one-step process. We’ll continually adjust it as you scale your business and attract new buyer personas. Marketing is constantly changing, so as new tools and techniques become available, it may be necessary to incorporate them into your customer journey map.
Get Started With Client Journey Mapping
If you want to get started on your CX journey, or even just explore what CX means at your firm, contact us today to schedule a video meet and greet so we can show you how we can empower your firm to make positive CX changes.
Client Journey Mapping FAQs
Still unsure how B2B customer journey mapping can help your organization? Read on to learn more about the process.
It’s critical to understand that the buying process in a B2B scenario is different from B2C. For starters, B2B purchases typically involve multiple decision-makers in an organization, some of whom you may never meet. Advertising for products and services also looks different in the B2B world.
For instance, a B2C organization may rely on personalized and targeted ads to reach individual consumers in certain demographics. A B2B company will strive to be authoritative and credible among its competitors. It will seek to promote its services through case studies, white papers, and product demos.
A typical B2B customer journey has seven phases: awareness, interest, decision, service, loyalty, concerns, and leave. You’ll want to construct a flowchart showing how to interact with the customer in each stage of their journey.
Creating a B2B customer journey is complex and requires lots of consideration. Start by identifying your target audience and separating them into buyer personas. A buyer persona allows you to determine your customers’ objectives and meet their needs by providing them with the correct information at the proper time.
You should then subdivide each buying persona into phases, providing a road map to address the typical concerns that arise during the buying process. Your sales team and other employees can rely on the road map to address problems and help your customers overcome common issues, streamlining their journey.
Organizations need to analyze results after creating a B2B customer journey. Reviewing outcomes can assist in further refining the road map and identifying any other issues to address. It will also help you determine how your road map has enhanced the customer experience at different stages in the buying journey.