When CJM Won't Help You

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Let's say, for example, this is e-commerce at the delivery stage. Business metrics will be: whether delivery times are not violated, how are things with defective products, mis-sorting, etc. Customer metrics: availability of an application, questionnaires, is there an opportunity to rate or write a complaint (to study user reactions). Having considered these metrics in a complex, you will see the overall picture and understand how to better manage customer behavior.


There is no point in building a CJM at all in the following cases:

If you are not going to use it in your work later . The Customer Journey Map itself is a india email list place where you have collected all the information about what happens to the client during their interaction with your company. CJM allows you to systematize this information and think through your further actions step by step. But the map itself does nothing and does not solve problems.
If you just want to make a beautiful visualization . Keep in mind that the main thing here is not the picture, but the internal content (if, of course, you want the CJM to be useful and useful for business). The map should help identify and solve problems. As an example of design art, it is completely useless.