5E’s Customer Journey Map Definition
The engaging new customer’s template is a version of the 5E’s customer journey map. It analyzes multiple key points throughout the customer’s journey and helps brainstorm ways to optimize the customer’s experience.
Our template is composed of 5 steps: Reach, Impress, Engage, Exit, and Return. The traditional 5E’s template is the same format but uses different language, with the steps being named: Entice, Enter, Engage, Exit, and Extend.
Unlike other customer journey maps, the engaging new customer’s template discusses the customer’s journey in relation to the stages of their interaction instead of their actions. Instead of tracking tasks throughout their journey, you follow stages within their interaction. This allows you to group intent differently and analyze how their needs change along their journey.
5E’s Customer Journey Map Template
This template will be different for each user because you’ll analyze a different experience. Some products will be entirely focused on engagement, while the beginning and end stages will hold more importance for others. In any journey, here are some questions to ask to help uncover the strategies you use in each section.
Reach
The reach (entice) section details how customers learn about the product and what causes them to gain interest.
How will customers learn about us? What channels will we use to reach them? Why will they become interested? What do they hear about the product?
Impress
The impress (enter) section focuses on the customer’s first impression and why they would choose to convert.
What impression does the user get from visiting? How will we impress them? What impression do we want to give off? How intuitive is their initial experience? How many customers stay past their initial impression?
Engage
The engage section is one of the bulkiest parts of the 5E’s customer journey map. It covers the main activities and actions the user engages in while using your product/service. Within this section, you could create a detailed customer journey map to diagram all of their touchpoints and interactions, so try to touch on the user’s main goals and how you facilitate them.
What are the actions the customer performs? What activities do they engage in? What are their primary goals? How do we help them reach their goals? What convinces them they’re using the right product/service? Do they have any doubts? How does the interaction between your product and the customer usually play out?
Exit
The exit stage describes what happens when the customer leaves. This section is a reminder of how important it is to leave a positive impression on your customer.
What lasting feeling do customers get when they exit the experience? Are they feeling fulfilled, or was their experience questionable? Did the final product meet their needs? What signals the completion of their experience?
Return
The return (extend) section is where you detail how you will ensure your customer uses your product/service again. This could be based on their recurring needs or could describe planned outreach methods.
How do we entice the customer to return? What makes them want/need to return? How do we plan to communicate with previous customers? What do they say about their previous experience?
Benefits of the 5E’s Customer Journey Map
Like using any customer journey map, the 5E’s customer journey is beneficial for creating empathy, finding holes in the user’s experience, and improving your connection with potential customers. Here are some unique ways Fresco’s engaging new customer’s template is beneficial.
- Creates Empathy: When you are able to create empathy with your users, you can create a product/service that will be legitimately helpful. Breaking down their journey and analyzing it using this template helps do that.
- Focuses on Potential Users: One unique aspect of the 5E’s customer journey map is its focus on what happens just before the customer interacts with your product. Including the reach (entice) stage allows you to optimize not only the interactive touchpoints your customer has with your brand but the promotional ones as well.
- Optimizes Follow-Up Experience: Similar to the last point, this journey map focuses on what happens after the customer’s experience finishes. Optimizing processes before and after a customer’s journey allows you to secure more interaction and convince more users to return to your business, which is difficult in a traditional journey map.
- Identifies Customer Needs: Focusing on stages rather than actions allows you to diagram the customer’s needs better. By focusing on different stages of interaction, you can analyze how the customer’s intent changes with their actions and how you can optimize different stages for different kinds of needs. This is a big advantage of using our engaging new customers template.
Fresco 5E’s Customer Journey Map Example
In our example above, we discuss how an online marketplace looking to expand its business might utilize this template. Here is a breakdown of each section and the notes we created.
Reach: The first section focuses on ways the customer will learn about this brand. Ads are an important source of inbound traffic here, so two different kinds of ads will be optimized to get people in the door.
- Ads for exclusive brands on our platform.
- Instagram ads for deals exclusive to our site.
Impress: The customer’s first impression is essential, and given they are probably redirected from an ad, they are looking for something specific or exclusive. The search process needs to be smooth and accessible while providing access to exclusive items.
- The material design needs to be super smooth and uncluttered.
- Exclusivity is key to offer something unique.
Engage: The engagement section is a hard place to differentiate because so many marketplaces exist; how can you create something that is both familiar and unique? Here, we chose to prioritize exclusivity (again) and offer different ways to receive the delivery. This gives people more choice in their purchasing experience and provides the perception of increased control.
- Offer multiple options for delivery.
- Display notifications about product updates.
- Provide exclusive deals for the first purchase over a certain level.
Exit: The last step is key because many people make it to the checkout but don’t purchase. We tried to make it easy to stop and return by saving items and reminding users upon their next visit if they forgot something.
- Save cart items and recently viewed for return options
- Leaving after checkout is a common loss of interactions – return is key
Return: The return stage is key for an online marketplace, and we turned to a more direct form of communication here in email.
- Email ads about similar products to initial browsing.
- Multiple email drips targeted to specific levels of interaction.
