Contents
- What is a Customer Journey Map (CJM)?
- Why is CJM needed in business?
- Key Elements of CJM
- Example of Successful Use of CJM
What is a Customer Journey Map (CJM)?
A Customer Journey Map (CJM), also known as a user interaction map, is a tool that visualizes all touchpoints a consumer has with a brand, starting from the first interaction. It is typically an infographic or table that displays the customer's actions, thoughts, emotions, and issues that arise at each stage of the interaction.
CJM is often formatted as a table with graphic elements: stages of the journey are listed in columns, while necessary information for each stage is placed in rows. For example, a customer journey map for an airline might contain horizontal sections showing the customer's path and vertical elements describing their emotions, questions, and tasks at each step.
Why is CJM needed in business?
A Customer Journey Map is a powerful tool that helps companies improve the customer experience and achieve several key objectives:
- Increased Customer Loyalty: Minimizing obstacles on the path to a goal significantly increases the likelihood of repeat purchases.
- Shortening the Sales Cycle: Simplifying the customer journey leads to higher conversion rates, as customers reach their desired outcome more quickly.
- Improved Customer Orientation: CJM helps all employees understand how their actions impact the customer experience and focus on customer needs.
- Reduced Risks in Launching New Products: CJM can serve as a tool for researching customer needs, allowing potential issues to be identified in advance.
- Identifying Growth Opportunities: Analyzing existing products and services using CJM helps identify areas for improvement.
Key Elements of CJM
To create an effective customer journey map, several key elements must be considered:
- Stages of Interaction: A list of all stages that the customer goes through, starting from the first contact.
- Touchpoints: Each stage corresponds to points of interaction through which the customer communicates with the company.
- Customer Actions: A detailed description of the customer's actions at each step helps identify growth points.
- Criticality of Steps: Determining the importance of each stage for overall customer satisfaction (low, medium, high importance).
- Goals and Expectations: A clear understanding of what the customer wants to achieve at each stage.
- Thoughts and Questions: Using the language of customers for better understanding of their needs.
- Emotions: Displaying the customer's emotions at each step, which helps understand their feelings.
- Barriers and Recommendations: Documenting all problems the customer faces and suggestions for resolving them.
Example of Successful Use of CJM
For a clearer understanding of the benefits of CJM, let’s consider the case of the company "Manufactura," which used this tool to improve the Meinestadt mobile application. As a result of working with CJM, the company was able to release a minimum viable product (MVP) and six updates within a year. This led to a 138% increase in the application's revenue compared to planned figures, and the average rating in the App Store and Google Play rose from 2 to 4.67 stars.
Thus, CJM not only helps improve the customer experience but also contributes to business growth by enhancing customer loyalty and interaction effectiveness.