{"id":44093,"date":"2021-06-11T11:34:14","date_gmt":"2021-06-11T09:34:14","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=44093"},"modified":"2023-07-20T09:55:41","modified_gmt":"2023-07-20T07:55:41","slug":"how-to-tackle-complex-b2b-customer-journey-mapping","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/how-to-tackle-complex-b2b-customer-journey-mapping\/","title":{"rendered":"How to tackle complex B2B customer journey mapping"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tHow to tackle complex B2B customer journey mapping\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tVictor Marcus Lunde\t\t
\n\t\tAccount Director & Head of Business Development\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t11 June 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tB2B commerce can be a complex process. Buyers often face multiple layers of internal decision making involving several stakeholders, before instigating what can be a complex research and buying process. These dynamics make it increasingly difficult for customers to make purchases efficiently. In fact,\u00a077% of B2B buyers<\/a>\u00a0described their latest purchase as \u201cvery complex\u201d or \u201cchallenging\u201d in a Gartner survey. Customer journey mapping is the route for B2B businesses to start guiding their customers to successfully finalising purchases. By fully understanding your customers\u2019 unique needs, you can offer tailored solutions at every stage: problem identification; solution exploration; requirements building; supplier selection; validation, and consensus creation.
\t<\/h2>\n\n\n\t\tThe process of drilling into customers\u2019 interactions has become prolific in B2C for companies to strategically improve engagement and conversions. However, B2B customer journey mapping isn\u2019t nearly as popular, and often gets missed by large international corporations who could benefit from the insights the most.\t<\/p>\n\n\n\t\tCustomer journey mapping: a three step guide\t<\/h2>\n\n\n\t\tAs Lead\u00a0UX Designer<\/a>\u00a0at DEPT\u00ae, I have led major research projects for our clients including St. James\u2019s Place, Triumph and\u00a0Omron<\/a>. Here\u2019s my handy 3-step guide for mapping B2B customer journeys:\u00a0\t<\/p>\n\n\n\t\t#1 Start with discovery\t<\/h2>\n\n\n\t\tUnderstand what happens in each department. How do they communicate? What tools do they use? How do they interact with customers? If they\u2019re customer-facing, who\u2019s behind the scenes? Run a series of workshops with a cross-section of people representing all areas of the business to flush out key details. If operating remotely,\u00a0Miro<\/a>\u00a0is a great tool to facilitate collaborative working.\u00a0\t<\/p>\n\n\n\t\tFocus on discovering information rather than solving problems at this stage and, once you have collected all the pain points, start thinking about how challenges can turn into opportunities. For example, if multiple departments have mentioned disjointed technology and issues with creating new accounts, make a note to explore single sign-on. Focus on internal infrastructure and processes, and how they fuel external experiences. Immerse yourself in the business as an employee and as a customer. Determine the goals for each type of customer and figure out the on and offline touchpoints to achieving them. Likewise, for new business prospects.\t<\/p>\n\n