Why do you need a customer journey map and what should it be like to increase a company's profits
Posted: Thu Dec 26, 2024 4:16 am
CJM or Customer Journey Map is a customer path map. It is also called a user path map or customer journey map. CJM reflects all touchpoints between the company and the buyer. The map can be compared to a navigator that will tell the business which route will lead to the buyer faster and what happens along the way. For example, why customers do not return after the first purchase or how they make the first contact with the company.
Together with Head of CRM Avito Work Dasha Gushcha, we tell japan phone numbers you why CJM is needed and what business problems it solves.
Why does a business need a CJM?
What stages does a Customer Journey Map consist of?
How to create a customer journey map
? What mistakes can occur when building a CJM and how to avoid them?
What is the bottom line?
Why CJM is important for business
A business needs a user map to better understand its customers and their needs. Here are the tasks that CJM helps solve:
Find out what stages a customer goes through on their way to a purchase.
2. Reduce the sales cycle and increase conversion.
3. Assess the quality of service.
4. Launch a new product.
5. Develop a communications strategy.
6. Find new growth points.
How a CRM system helps optimize business processes and earn more
Find out what stages the customer goes through on their way to purchase. When a company knows and tracks the stages of the customer journey, it can manage them according to its goals. For example, to increase loyalty or sales. Customers who face a minimum of obstacles on the way to purchase are more likely to become repeat buyers.
Reduce the sales cycle and increase conversion. CJM helps to see the barriers to purchase and understand how to overcome them. The faster the client gets what they want, the less likely they are to go to competitors.
Assess the quality of service. The user map shows how the company interacts with clients and how each employee affects the customer experience. For example, a business can understand that not only the work of the manager is important, but also the picker and courier.
Launch a new product. When launching a product, the company does not yet have real customer experience. Therefore, with the help of CJM, it is possible to build a supposed path to purchase and go through it for the client. This way, the company will be able to see possible scenarios and barriers and adjust them in time.
Develop a communications strategy. With the help of CJM, it is possible to build a communications plan, describe advertising channels and messages for each stage of the user path.
Find new growth points. CJM can be updated and adapted as the market and customer needs change. This allows companies to quickly respond to changes, adapt and remain competitive.
"CJM is the most flexible and precise tool that allows businesses to manage interactions with clients. For example, the Paper Planes agency builds CJM for its clients, which is essentially a graphical representation of the profit formula. And the profit formula is a mathematical representation of business processes and the company's business model. This approach to using this tool allows you to accurately answer the question - how does a company make money and what can it do to make more money"
Ilya Balakhnin
author of the book "A Faster Route Found", managing partner of the Paper Planes agency
Register
in RetailCRM and develop your business with usManage business processes in a single window. Accept orders from chats, automate sales, loyalty programs and mailings to increase profits
Register14 days ★test period
What stages does a Customer Journey Map consist of?
The customer journey starts with the recognition of a need for a product or service and ends when they stop buying. CJM visualizes this journey so that the company can see what happens at each point and make sure that customers come back again and again. For example, when is the best time to send a newsletter with a promo code so that customers use it; or how to make sure that customers pay for their order in the basket, rather than abandon it.
Online store managers are losing customer requests. What to do?
How to reduce the percentage of abandoned carts on the site and increase conversion to orders
“CJM helps to see what difficult places and rough spots are encountered along the user’s path, highlights the need for interface changes and additional communications, shows where there is a desynchronization between the declared brand features and the real process”
Dasha Gushcha
Head of CRM Avito Job, author of the tg-channel CRM CJM FM
The customer journey map consists of five stages:
Awareness of need.
Search for information.
Search for alternatives.
Purchase.
Formation of user experience.
Awareness of need. At this stage, the buyer has a need, but there is no specific solution yet. Let's look at an example.
Masha has a cat that follows a strict diet - it needs to be fed four times a day. Masha works in the office from 9:00 to 18:00 and cannot feed the pet during the day. Masha needs to find a way out of the situation and find options on how not to miss feeding the cat. She begins to look for options and think about what to do. But so far, Masha has not chosen a specific product and is not planning to buy.
Search for a solution. The client has finally realized the need for a product or service and now a solution needs to be found.
Masha learned that an automatic feeder - a device for automatically dispensing food at a certain time - can help her get out of the situation. Masha begins to look for information on how the automatic feeder works.
At this stage, the company can show the product from its best side and demonstrate to the person how the product can help.
Search for alternatives. The client is convinced that they need a product or service, has learned more about it, but does not yet know who to buy from.
Masha begins to compare different options for automatic feeders - she looks at reviews on the Internet, studies the functions of the devices, reads reviews on marketplaces, asks friends and acquaintances for advice.
At this stage, it is important for the company to distinguish its product from other similar offers on the market. Explain to customers why their product is better than competitors, what are the advantages.
The company can help the client make a choice in favor of its product. For example, you can shoot a video of how the automatic feeder works and how easy it is to use, close possible objections the buyer may have.
For example, Masha may wonder if it will happen that the feeder gives out more food than necessary. The company can explain in a separate post that the owner himself sets the feeding rate, and the device strictly follows it.
Purchase. The client is finally convinced that the product suits him and buys it. A person can do this in several ways: offline, on the website or through an application. For example, Masha can look at an automatic feeder in an offline store and buy it online or vice versa. Therefore, there can be several touchpoints at this stage. The company's task is to make the purchase process convenient for a person and remove all possible barriers from his path. For example, add an online consultant to the site who can answer questions at any time; or provide the opportunity to pay for the product in any way.
Formation of user experience. Some companies ignore this stage and end the customer journey at the purchase stage, but this is a mistake. If the product or service leaves a positive impression, the client will return. If he is not satisfied with something, he will leave and may leave a bad review on social networks.
How to improve customer service in an online store
Negative customer review
The client was dissatisfied with the service and left a negative review on Yandex
The company needs to continue to shape the user experience. Triggered mailings, welcome chains, personalized letters, high-quality content on social networks, and caring customer service will help with this.
What is a welcome chain and why does a business need it?
Customer Journey Map
At each stage of CJM, the client has its own objectives, and the company has its own. If they coincide, the client will have a positive experience and will return again
"There is no ideal CJM that would suit every business. Each company has its own processes, conditions and opportunities to shorten the user path. It may be that in the same type of business there will be a similar CJM, but not all stages will follow the same sequence and with the same logic, and unique user actions may also be required. It is always necessary to improve the user experience and differentiate yourself from competitors with a more convenient flow."
Dasha Gushcha
Head of CRM Avito Job, author of the tg-channel CRM CJM FM
CJM in B2B will have other stages: forming a common understanding of the problem, reviewing solutions, forming technical requirements for products, choosing a solution. You can read more about this in Ilya Balakhnin's book "A Faster Route Found".
Download the book "Faster Route Found"
Read on the RetailCRM blog
E-commerce trends 2024: how a retailer can adapt to a new market model
How to improve the quality of customer experience in online retail
Online store managers are losing customer requests. What to do?
7 reasons to implement a CRM system
Customer segmentation: stages, criteria and examples
How a confectionery earned 1.6 million rubles from one email newsletter: Chocoroom case
Marketplaces vs. your own online store: where to sell in 2024
How to Map a Customer Journey
The basis of the CJM is a list of stages that the client goes through in the process of interaction with the company from the moment of the first contact. To create a customer journey map, you need to go through several stages in sequence:
How to compose CJM
To create a customer journey map, a company needs to consistently go through all the stages that a buyer might go through.
Determine the purpose of the map. For example, it could be marketing optimization, analysis of a specific product, or launch of a new product.
Study the target audience. There are several methods, such as 5W, "from the opposite", the method of defining the audience from the market or from the product. Each of these approaches allows you to create an idea of the needs of potential customers and formulate a hypothesis of how your product can be useful to them. Taking into account their needs, desires and behavior. This will help you better understand who you are creating a CJM for.
Target Audience: How a Business Can Understand Who to Sell a Product to
Create a customer profile. To do this, the target audience needs to be segmented and each one needs its own profile. Basic parameters, such as gender, age, city, can be used for segmentation. If the company has more detailed information about the audience, it can also be used. For example, skin type or food preferences.
Write down the customer journey. To do this, you need to interview several segments of your target audience. These can be those who made a purchase and those who did not.
If a person has already interacted with your product, ask them about their experience: how it was, why this way and not another. Ideally, you need to go through the entire journey with the client - this way the company will be able to find out what problems they may encounter on the way to a purchase and what emotions the buyer experiences.
Divide the customer journey into key stages. When the company interviews the buyer, it will become clear what steps they go through. Most likely, in most cases, these will be the basic stages - we talked about them above. But additional steps may be added.
Learn how segmenting your customer base can help you increase sales
Visualize the map. This is the final part. The map should have:
customer profile and his motives when choosing a product;
history and stages he goes through on the way to purchase;
emotions and problems he faces.
CJM can be visualized using a regular Excel spreadsheet or a special program, such as Touchpoint Dashboard or Uxpressia.com .
Together with Head of CRM Avito Work Dasha Gushcha, we tell japan phone numbers you why CJM is needed and what business problems it solves.
Why does a business need a CJM?
What stages does a Customer Journey Map consist of?
How to create a customer journey map
? What mistakes can occur when building a CJM and how to avoid them?
What is the bottom line?
Why CJM is important for business
A business needs a user map to better understand its customers and their needs. Here are the tasks that CJM helps solve:
Find out what stages a customer goes through on their way to a purchase.
2. Reduce the sales cycle and increase conversion.
3. Assess the quality of service.
4. Launch a new product.
5. Develop a communications strategy.
6. Find new growth points.
How a CRM system helps optimize business processes and earn more
Find out what stages the customer goes through on their way to purchase. When a company knows and tracks the stages of the customer journey, it can manage them according to its goals. For example, to increase loyalty or sales. Customers who face a minimum of obstacles on the way to purchase are more likely to become repeat buyers.
Reduce the sales cycle and increase conversion. CJM helps to see the barriers to purchase and understand how to overcome them. The faster the client gets what they want, the less likely they are to go to competitors.
Assess the quality of service. The user map shows how the company interacts with clients and how each employee affects the customer experience. For example, a business can understand that not only the work of the manager is important, but also the picker and courier.
Launch a new product. When launching a product, the company does not yet have real customer experience. Therefore, with the help of CJM, it is possible to build a supposed path to purchase and go through it for the client. This way, the company will be able to see possible scenarios and barriers and adjust them in time.
Develop a communications strategy. With the help of CJM, it is possible to build a communications plan, describe advertising channels and messages for each stage of the user path.
Find new growth points. CJM can be updated and adapted as the market and customer needs change. This allows companies to quickly respond to changes, adapt and remain competitive.
"CJM is the most flexible and precise tool that allows businesses to manage interactions with clients. For example, the Paper Planes agency builds CJM for its clients, which is essentially a graphical representation of the profit formula. And the profit formula is a mathematical representation of business processes and the company's business model. This approach to using this tool allows you to accurately answer the question - how does a company make money and what can it do to make more money"
Ilya Balakhnin
author of the book "A Faster Route Found", managing partner of the Paper Planes agency
Register
in RetailCRM and develop your business with usManage business processes in a single window. Accept orders from chats, automate sales, loyalty programs and mailings to increase profits
Register14 days ★test period
What stages does a Customer Journey Map consist of?
The customer journey starts with the recognition of a need for a product or service and ends when they stop buying. CJM visualizes this journey so that the company can see what happens at each point and make sure that customers come back again and again. For example, when is the best time to send a newsletter with a promo code so that customers use it; or how to make sure that customers pay for their order in the basket, rather than abandon it.
Online store managers are losing customer requests. What to do?
How to reduce the percentage of abandoned carts on the site and increase conversion to orders
“CJM helps to see what difficult places and rough spots are encountered along the user’s path, highlights the need for interface changes and additional communications, shows where there is a desynchronization between the declared brand features and the real process”
Dasha Gushcha
Head of CRM Avito Job, author of the tg-channel CRM CJM FM
The customer journey map consists of five stages:
Awareness of need.
Search for information.
Search for alternatives.
Purchase.
Formation of user experience.
Awareness of need. At this stage, the buyer has a need, but there is no specific solution yet. Let's look at an example.
Masha has a cat that follows a strict diet - it needs to be fed four times a day. Masha works in the office from 9:00 to 18:00 and cannot feed the pet during the day. Masha needs to find a way out of the situation and find options on how not to miss feeding the cat. She begins to look for options and think about what to do. But so far, Masha has not chosen a specific product and is not planning to buy.
Search for a solution. The client has finally realized the need for a product or service and now a solution needs to be found.
Masha learned that an automatic feeder - a device for automatically dispensing food at a certain time - can help her get out of the situation. Masha begins to look for information on how the automatic feeder works.
At this stage, the company can show the product from its best side and demonstrate to the person how the product can help.
Search for alternatives. The client is convinced that they need a product or service, has learned more about it, but does not yet know who to buy from.
Masha begins to compare different options for automatic feeders - she looks at reviews on the Internet, studies the functions of the devices, reads reviews on marketplaces, asks friends and acquaintances for advice.
At this stage, it is important for the company to distinguish its product from other similar offers on the market. Explain to customers why their product is better than competitors, what are the advantages.
The company can help the client make a choice in favor of its product. For example, you can shoot a video of how the automatic feeder works and how easy it is to use, close possible objections the buyer may have.
For example, Masha may wonder if it will happen that the feeder gives out more food than necessary. The company can explain in a separate post that the owner himself sets the feeding rate, and the device strictly follows it.
Purchase. The client is finally convinced that the product suits him and buys it. A person can do this in several ways: offline, on the website or through an application. For example, Masha can look at an automatic feeder in an offline store and buy it online or vice versa. Therefore, there can be several touchpoints at this stage. The company's task is to make the purchase process convenient for a person and remove all possible barriers from his path. For example, add an online consultant to the site who can answer questions at any time; or provide the opportunity to pay for the product in any way.
Formation of user experience. Some companies ignore this stage and end the customer journey at the purchase stage, but this is a mistake. If the product or service leaves a positive impression, the client will return. If he is not satisfied with something, he will leave and may leave a bad review on social networks.
How to improve customer service in an online store
Negative customer review
The client was dissatisfied with the service and left a negative review on Yandex
The company needs to continue to shape the user experience. Triggered mailings, welcome chains, personalized letters, high-quality content on social networks, and caring customer service will help with this.
What is a welcome chain and why does a business need it?
Customer Journey Map
At each stage of CJM, the client has its own objectives, and the company has its own. If they coincide, the client will have a positive experience and will return again
"There is no ideal CJM that would suit every business. Each company has its own processes, conditions and opportunities to shorten the user path. It may be that in the same type of business there will be a similar CJM, but not all stages will follow the same sequence and with the same logic, and unique user actions may also be required. It is always necessary to improve the user experience and differentiate yourself from competitors with a more convenient flow."
Dasha Gushcha
Head of CRM Avito Job, author of the tg-channel CRM CJM FM
CJM in B2B will have other stages: forming a common understanding of the problem, reviewing solutions, forming technical requirements for products, choosing a solution. You can read more about this in Ilya Balakhnin's book "A Faster Route Found".
Download the book "Faster Route Found"
Read on the RetailCRM blog
E-commerce trends 2024: how a retailer can adapt to a new market model How to improve the quality of customer experience in online retail Online store managers are losing customer requests. What to do? 7 reasons to implement a CRM system Customer segmentation: stages, criteria and examples How a confectionery earned 1.6 million rubles from one email newsletter: Chocoroom case Marketplaces vs. your own online store: where to sell in 2024How to Map a Customer Journey
The basis of the CJM is a list of stages that the client goes through in the process of interaction with the company from the moment of the first contact. To create a customer journey map, you need to go through several stages in sequence:
How to compose CJM
To create a customer journey map, a company needs to consistently go through all the stages that a buyer might go through.
Determine the purpose of the map. For example, it could be marketing optimization, analysis of a specific product, or launch of a new product.
Study the target audience. There are several methods, such as 5W, "from the opposite", the method of defining the audience from the market or from the product. Each of these approaches allows you to create an idea of the needs of potential customers and formulate a hypothesis of how your product can be useful to them. Taking into account their needs, desires and behavior. This will help you better understand who you are creating a CJM for.
Target Audience: How a Business Can Understand Who to Sell a Product to
Create a customer profile. To do this, the target audience needs to be segmented and each one needs its own profile. Basic parameters, such as gender, age, city, can be used for segmentation. If the company has more detailed information about the audience, it can also be used. For example, skin type or food preferences.
Write down the customer journey. To do this, you need to interview several segments of your target audience. These can be those who made a purchase and those who did not.
If a person has already interacted with your product, ask them about their experience: how it was, why this way and not another. Ideally, you need to go through the entire journey with the client - this way the company will be able to find out what problems they may encounter on the way to a purchase and what emotions the buyer experiences.
Divide the customer journey into key stages. When the company interviews the buyer, it will become clear what steps they go through. Most likely, in most cases, these will be the basic stages - we talked about them above. But additional steps may be added.
Learn how segmenting your customer base can help you increase sales
Visualize the map. This is the final part. The map should have:
customer profile and his motives when choosing a product;
history and stages he goes through on the way to purchase;
emotions and problems he faces.
CJM can be visualized using a regular Excel spreadsheet or a special program, such as Touchpoint Dashboard or Uxpressia.com .