Mailchimp confirmed its evolution from an email marketing service to a general marketing platform for small businesses with the launch of Customer Journeys.

The Customer journey builder helps you create unique, automated marketing workflows for your contacts. Use customer journeys to add tags, send targeted emails, and accomplish other important tasks for you.

The templates are customizable, and offer suggestions for complex journeys with multiple personalization steps. Users can build journeys by branching at if/then points, and re-ordering steps.

Zoho CRM also introduced last year the features for building the customer journey.

Below I will present some features available for every Zoho CRM user.

What is the customer journey?

customer-journey map is a visualization of the process that a persona segment goes through in order to accomplish a goal.

Customer Journey maps help to understand how a customer works toward a goal over time.  It is especially important in any eCommerce space – online shops, selling online via your website. Overall the Customer journey presents all steps of various contact channels which directs a persona to the final goal which can be a purchase or subscription to a newsletter or simply qualified prospect for starting a quoting system.

Customer Journey Map - Buying a car

Potential customers go into an interaction with an organization with certain expectations. When the interaction does not meet their expectations, you see pain points in a customer journey.

To identify these instances, first reflect on who the persona is. It is a basic marketing element you need to know or clarify.

Ask yourself what is important to this persona, where did she/he come from before this journey, what has she seen and what does she know already.

Putting yourself in the user’s mind space will allow you to understand which interactions conflict with user’s prior ideas and expectations.

Of course, you should look for places where users verbalized their concerns, but also use your logic to assess interactions with no explicit complaints or negative comments

Zoho CRM has a few great tools to build the customer journey steps and actions.

  1.  Journey Builder in the Command center   – There are ready templates for emails and phone calls which you can use.
  2. Path finder is another great tool to simply find out how your customers use different touch points – website, apps, emails, ads, offline shops and offers.

You need to define stages and touchpoints to track and record paths various customers take based on live interactions via your CRM, native integrations, and third-party sources.

Path maps enable you to dynamically identify all the paths your customers take and use advanced filters to sort them by demographics. Understand these journeys, determine the most productive paths, and orchestrate more relevant ones for your customers.

Path Finder - Customer Journeys Zoho CRM

Leverage flow diagrams to identify customer roadblocks

You can utilize the journey report in PathFinder to preview the entire customer journey and the paths customers take. Similar to the Sankey report, you can gauge the movement of users between states. By analyzing the overall number of users entering and exiting each state, you can infer where customers face roadblocks or drop off from their journeys with your brand.

PathFinder in Zoho CRM - reports

Analyze how customers move from one step to another in your customer journeys

PathFinder enables you to define a list of states or milestones in a customer’s journey. Customers are in control of their own journey, and can visit these states in any order they prefer. Zoho CRM provides you with a useful Sankey report to assess the flow of users from one state to another visually. This is an intuitive way to understand patterns of movement between the states you’ve defined, as well as the number of users moving from one state to the next.

Sankey report -PathFinder in Zoho CRM
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