A good map will graphically illustrate, through the eyes of your customer, the process of evaluating and purchasing your brand. The insight that a marketer gains often yields better marketing communications and an improved shopping experience – which, of course, can drive profits.
• Actions: What is the customer doing at each stage? What actions are they taking to move themselves on to the next stage?
• Motivations: Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?
• Questions: What are the uncertainties, jargon or other issues preventing the customer from moving to the next stage?
• Barriers: What structural, process, cost, implementation or other barriers stand in the way of moving on to the next stage?