Types and structure of customer journey maps
Posted: Sun Dec 22, 2024 6:34 am
There are three types of customer journey maps:
CJM AS IS : an existing path developed taking into account real information from surveys, questionnaires and interviews, including data obtained under confidentiality conditions.
TO BE : a target path developed for new products. Most often based on assumptions about consumer behavior.
Generic Customer Journey Map : A Universal Tool for Developing New CJMs.
In real life, several Customer Journey Map options are used:
Tabular Form : In this model, the columns of the philippinen vorwahl whatsapp table represent the stages of the customer journey, and the rows contain data for each stage.
Schematic form : visualized in the form of diagrams showing the relationships between stages.
Infographics : Information is presented in a graphical form, making it easy to understand the data and key points in the customer journey.
Most often, the main blocks of customer journey maps are:
Timeline - shows the period from the first acquaintance with the product to the moment of purchase.
A scenario is a sequence of actions necessary to achieve a goal.
Actions are the steps customers take along the path to purchase.
Channels are resources, such as websites and blogs, where users can get additional information.
Thoughts and feelings are the emotions of consumers that arise during the process of interaction with the product.
It is important that the diagram is easy to understand and contains the full set of data to improve the customer experience.
Types and structure of customer journey maps
Source: shutterstock.com
A typical customer journey map contains the following components:
The transaction process : all the stages a customer goes through. A typical list of stages includes recognition of a need, finding a solution, transaction, delivery, customer support, repurchase, and discontinuation of the product.
Points of interaction : web platforms, social networks, mobile applications, outdoor advertising and other means by which the client receives information about the product and can place an order.
Consumer actions at each stage : for example, analyzing reviews or discussing a purchase with friends.
Prioritize steps : identify the importance of each step in the context of decision making.
Impressions and emotions : what the client experiences at every step of the way.
Customer goals and expectations : what the buyer wants to achieve, what expectations he has from interacting with the product.
Obstacles : what prevents a buyer from making a purchase, because of which he may refuse it. For example, an obstacle may be the lack of reliable information about the product on the website or poor visibility of the sign at the offline point of sale.
To the CJM elements listed above, you can add blocks related to conversion at each stage, the time required to complete a particular stage.
The main goal of the customer journey map is to minimize the obstacles that contribute to negative consumer reactions. CJM should make the process of moving towards a purchase as smooth and comfortable as possible.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Stages of building a customer journey map
Developing a customer journey map is a complex process that involves a number of steps, which are presented below.
Preparation stage: goals, consumer segments, team
At the preparatory stage, it is necessary to define clear goals that the CJM will help achieve. Or, it is necessary to identify problems that the customer journey map can solve. In this case, the goals may be improving the customer experience, increasing sales volumes or conversions. It is necessary to clearly define the result that the CJM being developed will help achieve.
In addition, it is necessary to clearly understand which customer segment will be analyzed. For example, these could be corporate buyers, individuals, regular customers, representatives of regions, etc.
Target preparation stage, consumer segments, team
Source: shutterstock.com
Next, you need to create a team that will work on the CJM. You should discuss with its members the goals of the customer journey map, the tasks and roles of all developers. Ideally, you should involve specialists responsible for different stages of interaction with the client in the team.
These may include marketers, consultants, salespeople, customer support staff, delivery people, logisticians, designers, analysts, product managers, and executives who influence decision-making within the company.
Research of client behavioral characteristics
At this stage, a detailed analysis of the behavior of potential buyers takes place. To solve this problem, it is necessary:
collect data on consumer behavior that can be obtained from analytical services, advertising and CRM systems. In addition, it is necessary to study reviews, interview data and find the most recent research on this issue;
conduct conversations with the company's employees who come into contact with consumers (managers of technical support, sales, delivery departments, consultants, etc.);
analyze competitors based on the specifics of their interactions with the target audience, find possible solutions on the Internet and other open sources;
organize surveys, interviews or conduct focus groups;
analyze the collected information, identify current trends, consumer requests and preferences, their problems and positive feedback about the experience of interacting with the product.
In the process of communicating with clients, it is necessary to pay close attention to feedback channels, take into account comments and recommendations for improving company offers. It is important to record and identify the emotions that consumers experience at different stages of the customer journey. It is necessary to analyze in more detail the problems that clients point out, ask leading questions to understand the essence of the difficulties.
Selecting a resource for building a CJ
CJM AS IS : an existing path developed taking into account real information from surveys, questionnaires and interviews, including data obtained under confidentiality conditions.
TO BE : a target path developed for new products. Most often based on assumptions about consumer behavior.
Generic Customer Journey Map : A Universal Tool for Developing New CJMs.
In real life, several Customer Journey Map options are used:
Tabular Form : In this model, the columns of the philippinen vorwahl whatsapp table represent the stages of the customer journey, and the rows contain data for each stage.
Schematic form : visualized in the form of diagrams showing the relationships between stages.
Infographics : Information is presented in a graphical form, making it easy to understand the data and key points in the customer journey.
Most often, the main blocks of customer journey maps are:
Timeline - shows the period from the first acquaintance with the product to the moment of purchase.
A scenario is a sequence of actions necessary to achieve a goal.
Actions are the steps customers take along the path to purchase.
Channels are resources, such as websites and blogs, where users can get additional information.
Thoughts and feelings are the emotions of consumers that arise during the process of interaction with the product.
It is important that the diagram is easy to understand and contains the full set of data to improve the customer experience.
Types and structure of customer journey maps
Source: shutterstock.com
A typical customer journey map contains the following components:
The transaction process : all the stages a customer goes through. A typical list of stages includes recognition of a need, finding a solution, transaction, delivery, customer support, repurchase, and discontinuation of the product.
Points of interaction : web platforms, social networks, mobile applications, outdoor advertising and other means by which the client receives information about the product and can place an order.
Consumer actions at each stage : for example, analyzing reviews or discussing a purchase with friends.
Prioritize steps : identify the importance of each step in the context of decision making.
Impressions and emotions : what the client experiences at every step of the way.
Customer goals and expectations : what the buyer wants to achieve, what expectations he has from interacting with the product.
Obstacles : what prevents a buyer from making a purchase, because of which he may refuse it. For example, an obstacle may be the lack of reliable information about the product on the website or poor visibility of the sign at the offline point of sale.
To the CJM elements listed above, you can add blocks related to conversion at each stage, the time required to complete a particular stage.
The main goal of the customer journey map is to minimize the obstacles that contribute to negative consumer reactions. CJM should make the process of moving towards a purchase as smooth and comfortable as possible.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Stages of building a customer journey map
Developing a customer journey map is a complex process that involves a number of steps, which are presented below.
Preparation stage: goals, consumer segments, team
At the preparatory stage, it is necessary to define clear goals that the CJM will help achieve. Or, it is necessary to identify problems that the customer journey map can solve. In this case, the goals may be improving the customer experience, increasing sales volumes or conversions. It is necessary to clearly define the result that the CJM being developed will help achieve.
In addition, it is necessary to clearly understand which customer segment will be analyzed. For example, these could be corporate buyers, individuals, regular customers, representatives of regions, etc.
Target preparation stage, consumer segments, team
Source: shutterstock.com
Next, you need to create a team that will work on the CJM. You should discuss with its members the goals of the customer journey map, the tasks and roles of all developers. Ideally, you should involve specialists responsible for different stages of interaction with the client in the team.
These may include marketers, consultants, salespeople, customer support staff, delivery people, logisticians, designers, analysts, product managers, and executives who influence decision-making within the company.
Research of client behavioral characteristics
At this stage, a detailed analysis of the behavior of potential buyers takes place. To solve this problem, it is necessary:
collect data on consumer behavior that can be obtained from analytical services, advertising and CRM systems. In addition, it is necessary to study reviews, interview data and find the most recent research on this issue;
conduct conversations with the company's employees who come into contact with consumers (managers of technical support, sales, delivery departments, consultants, etc.);
analyze competitors based on the specifics of their interactions with the target audience, find possible solutions on the Internet and other open sources;
organize surveys, interviews or conduct focus groups;
analyze the collected information, identify current trends, consumer requests and preferences, their problems and positive feedback about the experience of interacting with the product.
In the process of communicating with clients, it is necessary to pay close attention to feedback channels, take into account comments and recommendations for improving company offers. It is important to record and identify the emotions that consumers experience at different stages of the customer journey. It is necessary to analyze in more detail the problems that clients point out, ask leading questions to understand the essence of the difficulties.
Selecting a resource for building a CJ