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 saudi arabia phone data columns of the 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, why they 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 p