Mapping the customer journey4/30/2024 Touchpoints: These are points of contact or interaction between a business and its customers.Persona(s): archetypal representations of existing subsets of the customer base who share similar goals, needs, expectations, behaviors, and motivation factors.Alternatively, this could also be a finite timeline (e.g., A week, month, year). At a minimum, there are four stages: enquiry, comparison, purchase, and usage. Customer stages (or timeline): identifies the stages in the customer journey.To be effective, a CJM must be visually appealing, comprehensive, and understandable.Ī CJM consists of the following key elements: How can it make services more relevant?ĬJMs can range from very simple to complex illustrations that include personas, motivations, emotions, and key activities.How can it provide value so that customers keep coming back?.How can an organization better engage customers?.What makes them much more powerful than simply delivering personas and scenarios is their ability to highlight the flow of the customer experience from the ups and downs along the way to those critical pain points where an organization’s attention and focus are most essential.ĬJMs help better understand customer loyalty and improve customers’ experiences by answering questions such as: Since creating great experiences is not about individual touchpoint optimization but rather how touchpoints come together into a unified whole, CJMs play a crucial role as a strategic tool to visualize touchpoints and manage them more effectively. It focuses on the emotional aspects while highlighting the thoughts and feelings a customer typically goes through. Each phase of the customer journey is indicated along the horizontal axis and moves from awareness to after-sale: Customer journey map for smartphone ordering (Image adapted from Edrawsoft ) Touchpoints that left negative emotions are depicted on the bottom of the vertical axis while positive ones are shown above. This journey can be long, stretching across multiple channels and touchpoints, and often lasts days or weeks.Ĭonsider an example of a smartphone purchase, the CJM of which is as shown below. Ī customer’s journey includes many things that happen before, during, and after the experience of a product or service. While this is a logical approach and is relatively easy to build into operations, its siloed nature misses the bigger and more important picture – the customer’s end-to-end experience. When most companies focus on customer experience, they think about individual touchpoints – the transactions through which customers interact with parts of the business. While the exact origin of the term customer journey map (CJM) is unclear, the basic idea of looking across touchpoints has its roots in Jan Carlzon’s concept of moments of truth. The more touchpoints a company has, the more complicated and necessary they become. CJMs are also called “cradle-to-grave maps” as they look at the entire arc of engagement.
0 Comments
Leave a Reply.AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |