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

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

Ask yourself what is essential to this persona, where she/he came from before this journey, what she has seen, and what she knows already.

Putting yourself in the user’s mind space will allow you to understand which interactions conflict with the 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 that you can use.
2. Pathfinder is another excellent tool to discover how your customers use different touch points – websites, 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 your customers’ paths 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.