A Customer Journey Map (CJM) is a powerful tool for understanding the customer experience and optimizing interactions throughout all stages of their interaction with your company. Creating a CJM helps you identify customer needs and expectations, as well as identify areas where the experience can be improved. In this article, we will look at how to create an effective Customer Journey Map and provide you with tips and tricks for the process.
Define the purpose and scope of CJM
Прежде чем приступить к составлению Customer Journey Map, необходимо определить его цель. Что вы хотите достичь, создавая CJM? Может быть, вы хотите улучшить конверсию на вашем веб-сайте, повысить уровень удовлетворенности клиентов или исследовать возможности для новых продуктов или услуг. Также важно определить охват CJM — с какими каналами и этапами взаимодействия с клиентом вы будете работать.
Defining the CJM objective is the starting point for creating a detailed and informative customer journey mapping. The objective may vary depending on the specific needs and goals of the company.
Some common goals include:
- Understanding customer needs and wants: The goal may be to research and identify the key motivations, requirements, and preferences of customers at different stages of their journey. This allows the company to better tailor its products and services to the needs of its target audience.
- Improving customer experience: The goal may be to identify bottlenecks and problem areas in the customer journey in order to develop strategies and tools to improve the user experience. This may include simplifying the purchasing process, improving service levels, or developing personalized recommendations.
- Increase customer satisfaction: The goal may be to create deeper, more meaningful interactions with customers at every stage of their journey. This may include providing additional information resources, educational materials, or opportunities for feedback and engagement with the brand.
Defining the CJM scope involves identifying all the key stages and interactions a customer may have with a brand. It starts with the customer’s first contact with the brand and includes all subsequent stages such as research, purchase decision, purchase, use of the product or service, and after-sales service. It is important to consider all possible communication channels and touchpoints, including the website, social media, email, mobile apps, and physical stores.
When defining the scope of a CJM, it is important to consider the different customer segments and personas, as well as their needs and preferences at each stage of the journey. This will help create more accurate and useful customer journey maps that can be used to develop marketing strategies.
Research your target audience
To create an accurate CJM, you need to understand your target audience well. Research their needs, motivations, problems, and expectations. Analyze customer data, conduct interviews or surveys, study reviews and comments to get a complete picture of the customer experience.
Here are some steps to help you understand your target audience more fully and accurately.
- Audience Segmentation: Divide your audience into segments based on specific criteria such as geography, age, gender, income, interests, and behavioral characteristics. This will help you better understand different consumer groups and their needs.
- Market Research: Conduct market research to gain insights into your audience, their preferences, behavioral trends, and needs. Use surveys, focus groups, data analysis, and other research methods to gather the most useful information.
- Создание покупательских персон: Разработайте покупательские персоны — представления типичных представителей вашей целевой аудитории. Включите в них демографические данные, цели, потребности, проблемы и мотивации каждого персонажа. Это поможет вам лучше представить себе ваших клиентов и адаптировать вашу стратегию под их потребности.
- Conduct interviews and observations: Conduct interviews with your target audience and observe their behavior. This will allow you to gain a deeper understanding of their motivations, needs, and challenges, as well as identify potential points of contact with your brand.
- Competitor Analysis: Study your competitors and their target audiences. Analyze how they attract and interact with customers to identify strengths and weaknesses and find opportunities for the various stages of CJM.
- Use data analytics: Use analytics data such as web analytics and social media analytics to gain insights into your target audience’s behavior at different stages of the CJM. This will help you optimize customer engagement and improve their experience.
Понимание целевой аудитории — это непрерывный процесс, поэтому регулярно обновляйте свои исследования и анализируйте данные, чтобы улучшить свою CJM и лучше отвечать на потребности и ожидания вашей аудитории. Это поможет вам создать более точную и эффективную стратегию маркетинга и продвижения, которая будет генерировать больше продаж и улучшать взаимодействие с клиентами.
Identify the stages of the customer journey
The next step is to identify the stages a customer goes through when interacting with your company. Typically, CJM includes stages such as awareness, research, decision, purchase, usage, and retention. However, each company may have its own unique stages that reflect its business processes.
Let's look at practical examples and approaches that will help you in this process.
Stage of awareness of needs
At this stage, customers realize that they have a specific need that they want to satisfy. For example, let's say you own an electronics retail store. Your customer, Anna, is interested in buying a new smartphone because her current one is outdated and does not meet her needs.
Research and evaluation stage
At this stage, customers are researching and comparing different options to make an informed decision. Anna begins her research: she reads reviews, compares features and prices of different smartphone models, and asks friends and family for advice.
Decision making stage
The customer makes a final purchasing decision based on the information collected. Anna decides to purchase a specific smartphone model and is ready to move on to the next step.
Purchase stage
The customer makes the purchase itself. Anna goes to your store, chooses and pays for the selected smartphone.
Usage stage
After the purchase, the customer starts using the product or service. Anna activates her new smartphone, configures it according to her needs, and starts using it in her daily life.
Stage of satisfaction or disappointment
At this stage, the customer evaluates their experience with the product or service and forms an opinion about the company. If Anna is completely satisfied with her new smartphone and received quality service at your store, she may become a regular customer and recommend your brand to her friends. However, if she has problems with the device or receives poor service, she may be disappointed and pass on a negative opinion about your company.
Repeat purchase and loyalty stage
At this stage, the customer may decide to repurchase and become a loyal customer if their expectations were met. If Anna receives quality support after the purchase and is happy with her new smartphone, she may consider purchasing other products from your company or recommend you to her friends.
Every business has its own unique stages of the customer journey, and it is important to identify them in order to create an accurate CJM.
Create customer personas
Чтобы сделать CJM более конкретным и понятным, создайте персонажей клиентов — архетипы, представляющие различные сегменты вашей аудитории. Дайте каждому персонажу имя, возраст, профессию, цели, интересы и особенности. Это поможет вам лучше понять потребности и мотивации каждого сегмента клиентов.
Create detailed profiles: For each customer persona, create a detailed profile that includes information about them, their needs, goals, motivations, challenges, and preferences. Also consider their behavior at different stages of the buying cycle.
Build Empathy: To create accurate customer personas, you need to build empathy with your audience. Put yourself in your customer’s shoes and try to understand what thoughts, emotions, and motivations they might be experiencing at each stage of their buying journey. This will help you create more realistic and accurate personas.
Test and Refine: Once you have created your customer personas, test them against real data and feedback from your customers. Make adjustments and refinements to your persona profiles based on the information you receive.
Identify touchpoints and channels
Теперь перейдите к определению точек контакта — мест, где клиенты взаимодействуют с вашей компанией на каждом этапе путешествия. Определите каналы, которые они используют, такие как ваш веб-сайт, социальные сети, электронная почта, мобильные приложения и т. д. Учтите, что каждый канал может иметь свои особенности и влиять на восприятие клиента.
Complete each stage of the CJM
Now, start filling out each stage of the CJM. Describe what happens at each stage, what actions the customer takes, what emotions they experience, and what interactions occur between the customer and your company. Use data and research to make this information as accurate and relevant as possible.
Identify problem areas and opportunities
As you review each stage of the CJM, pay attention to the pain points the customer faces and opportunities to improve the experience. Pay attention to turning points, moments when the customer may be disappointed or pleasantly surprised. Think about how you can optimize the interaction process and make it more efficient and satisfying.
Develop strategies for improvement
Based on the identified pain points and opportunities, develop specific strategies to improve each stage of CJM. For example, you can improve the information on your website, reduce the wait time for a support response, or offer personalized content. Make sure your strategies are aligned with customer needs and expectations.
Monitor and update CJM regularly
The Customer Journey Map is not a static document. It should be constantly updated and adapted to changing customer requirements and preferences. Monitor customer experience regularly, analyze the data, and make the necessary changes to your CJM to ensure it remains relevant and effective.
Here are some reasons why updating CJM is an important task for every company.
- Changing customer behavior: Times are changing and so are customers. Their needs, preferences, and ways of interacting with the brand may change over time. Updating your CJM allows you to capture these changes and adapt to new customer requirements. For example, if previously most customers preferred to use email for feedback, now they may prefer social networks or messengers. Updating your CJM allows you to identify new contact points and improve communication channels.
- Tracking changes in business processes: Internal business processes may change or improve over time. Updating the CJM helps track these changes and identify opportunities for optimization. For example, if a company makes changes to the delivery process, it may impact the customer experience. Updating the CJM allows you to take these changes into account and make adjustments accordingly.
- Fixing Problems and Finding New Opportunities: Updating the CJM helps you identify problem areas and improve the customer experience. A CJM analysis can reveal bottlenecks where customers are experiencing difficulties or frustration. Updating the CJM allows you to focus on these problems and find solutions that will help eliminate them. In addition, the CJM may also reveal new opportunities to improve the customer experience that were previously unnoticed.
- Interdepartmental synchronization: CJM is a powerful tool for synchronizing the work of different departments of the company. Updating CJM allows updating all employees about the latest changes and customer requirements. This helps to create a unified vision of the customer experience and ensure consistency across all stages of customer interaction.
- Monitoring the competitive environment: The competitive environment is also constantly changing. Updating the CJM allows you to monitor changes in customer behavior caused by competitors. This helps the company adapt to new challenges and maintain a competitive advantage.
Вывод: Обновление CJM — это непрерывный процесс, который помогает компаниям оставаться в курсе изменений в поведении клиентов, бизнес-процессах и конкурентной среде. Это необходимо для обеспечения высококачественного опыта клиента, улучшения брендовой лояльности и достижения бизнес-целей. Компании, которые регулярно обновляют CJM и адаптируются к изменениям, получают преимущество перед конкурентами и строят долгосрочные отношения с клиентами.
Conclusion
Составление Customer Journey Map — это процесс, который требует тщательного анализа и исследования. Однако он позволяет лучше понять ваших клиентов, выявить проблемные моменты и оптимизировать их опыт. Следуя представленным выше советам и рекомендациям, вы сможете создать эффективную CJM, которая поможет вам улучшить взаимодействие с клиентами и достичь своих бизнес-целей.
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