Customer journey map
a fragment of a presentation from Andrey Gavrikov's lecture "Segmentation of the target audience and identification of needs" for the course "Digital marketing and strategy development for B2B"
Just like creating a customer portrait, developing a CJM is just the initial step to building an ideal customer experience management system. However, without a detailed user journey map, it is extremely difficult to build the system further.
Purpose of CJM
CJM allows you to understand and improve the user experience based on their behavior. The map provides answers to questions such as:
At what points does the audience come into contact with the product? and they are not always obvious - social networks, advertising on external sites, offline stores, the company's website, call center, etc. It rarely philippines email list happens that a person sees an advertisement, becomes interested and immediately buys it.
How different target audience segments interact with the product. Depending on characteristics, goals, circumstances and other factors, customers can behave very differently.
What steps and for what purpose does the client go through before making a purchase. For example, a visitor fills out a form on a landing page to get advice on a product or requests a price list to compare with similar products.
Is it convenient for customers to move to the next stage? Consumers may face various difficulties when moving between stages, which leads to a decrease in the number of potential customers at the time of purchase.
What emotions do customers experience along the way? If the transition to the next stage is easy and accompanied by positive customer emotions, this indicates a strong marketing strategy. But if the consumer encounters problems and negativity, this needs to be addressed.
What barriers do customers encounter on their way? The more likely obstacles to purchase, the fewer sales.
Customer Journey Map helps marketers, business owners and managers identify and correct gaps in working with clients.