With baseline data in place, the second step is to analyze results to find out the most important stakeholder needs and desires, and which factors are the biggest drivers of satisfaction. These are then ordered by priority.
To plot all the opportunities to influence your target audience, it’s important to create a ‘journey map’ of the corresponding target group. What we are doing here is creating a list, or an experience map, of every possible touchpoint each of your stakeholders might go have, both before and after the main conversion goal. Two examples, which touchpoints an HR Manager might list for the hiring process:
- Candidate discovers company; Touchpoints can be LinkedIn post, industry media, word of mouth.
- New employee starts onboarding; Touchpoints can be contracts, online training, tours and introductions.
Just as we’d find leaks in a sales funnel, journey mapping allows us to find stages that are vulnerable to bad experiences and how they might affect the next stage. For example, an airline might discover that travelers are frustrated during the ticket purchase stage due to additional fees for baggage, seating, insurance upgrades, and so on. A better time to promote luggage upgrades might be 2 days before the flight when customers realize how much they have to pack and the ticket price has been forgotten.