Here are a few examples. For example, it could be increasing conversion to sales, i.e. converting potential clients into real ones. It could also be improving the quality of technical customer service: for example, working on a script. It could also be adapting clients to changes, for example, in a situation where you are introducing new products or taiwan email list testing a new business model.
Sometimes it makes sense to create a customer journey map when developing a company's positioning . It can be an additional tool when creating a brand platform . In life, solutions to problems are sometimes not entirely transparent. Not so with CJM: it should be a solution to a specific, measurable problem you've noticed, whether it's a high number of cart abandonments on a shopping site or an increase in customer service calls.
Note that maps help you understand what you are doing right and what you are not. This is especially true in cases where you, for example, compare the sales efficiency of two products and cannot understand why one sells better than the other. User interaction maps with the product and brand are designed to explain the customers' motives for buying and to make a more effective product that will help repeat the success in working with other products or business processes.
2. Focus on a specific customer segment Once you have decided on the purpose of the map, move on to choosing the segment or type of customer you want to focus on. The target action (e.g. purchase) may be the same for all customer categories, but the paths to achieving that goal will vary depending on the motivations of different people.
With this in mind, you should make a map that focuses on one customer journey rather than several and fully visualize it. A CJM is a story where narrative coherence is key. This means you need to avoid too many branches of the story and motives that lead the person in the wrong direction: all this creates confusion.
Instead, you can create several separate maps for each audience segment. Creating specificity for each audience is where personalities come into play. These are the main characters of the story, who have a name, a lifestyle, and other characteristics. Of course, all this needs to be backed up by marketing research. Deciding which audience segment to start with involves connecting the map's purpose to the audience segment's pain points.
We'll cover this in more detail in the next section. 3. Find out your audience's pain points Maps are built on interactions between customers and something or someone. Therefore, you need to start developing the user path with a specific problem that they encounter. Conduct at least a brief brand audit . At first, the client may not even know that the situation they encountered is problematic and related to your business, product or service.
Let's give an example: Your potential client has started paying more attention to how much he spends per month and has decided that it's time to cut back on expenses: for example, on food or a car. As with most factors that influence the construction of a map, the more realistic the problems, the better. In addition to identifying the things your customers don’t like about your competitors, you need to find out what they like about them.
To find out, you need to interview real clients who will describe in detail how they came to your services or pro