We all know that the business goal of every company is first and foremost to maximize profits, and one of the factors that determines that factor is customers. So businesses must be able to understand customers as well as meet their central purpose. Since then, the term “Customer Journey Map” appeared in the business world. So what is the Customer Journey Map ? Why use Customer Journey Map?
1. What is the Customer Journey Map?
The Customer Journey Map (CJM) is a map that shows the journey of a customer’s experience of a brand over time, or the journey that connects customers with the brand. In it, the map will present the touch points in the process of customers interacting with the business.
Customer Journey Map
1.1 Importance of customer journey map
Building a customer map will help businesses understand the Touch Points and the desires of customers to interact. In addition, Customer Journey Map ensures consistency and seamless experience across all touchpoints and across all channels. And building a customer journey map at touchpoints will help businesses:
- Capture all the products and services that businesses are providing to customers.
- Build customer conversions faster by identifying key steps and decision points.
- Recognizing the points that disrupt the customer’s use of products and services, thereby providing solutions to improve the customer experience,
- Understand customers as they move through the stages of shopping so that they can respond promptly and have a customer retention strategy.
- Enlarge a single customer journey within a specific funnel.
1.2 Benefits of Customer Journey Map
The customer journey map tells us whether the customer experience is living up to the promises made by the brand. If there is a deviation, the itinerary map can help you correct and provide specific solutions. With timely resolution, your business will build a solid and long-term relationship with customers.
We also see that customers using online methods to buy goods are increasingly popular. Understanding this trend, businesses should take advantage and create success.
1.3 How to get the most out of the customer journey map
To be able to extract from the customer journey map, you need to include every touch point between the customer and the business from packaging, creating TV ads and Facebook posts. Customer journey maps can include quantitative elements from website analytics tools, CRM software or Call Center software.
2. Customer Journey Map building process
Here we will go through 6 standard steps to build and use Customer Journey Map effectively.
Customer Journey Map building process
2.1 Define Customer Persona
To build a Customer Journey Map, you must first understand who the “passengers” are on that journey. Customer Persona outlines your target audience, which is a prerequisite before you want to build a Customer Journey Map. Based on survey results and data obtained from existing customers, Customer Persona provides an honest and detailed view of customers such as demographics, psychology, behaviors, motivations, problems… their.
Clearly defining Customer Persona will help you better identify other Customer Journey Map content such as behaviors, emotions, motivations, etc. throughout the process of using the product.
2.2 Defining the stages in the Customer Journey
Customer Journey is usually divided into 5 basic stages, which are: Awareness → Consideration → Purchase → Retention → Advocacy. In fact, the above steps may not be sequential, but overlap.
In addition, the stages in the Customer Journey Map also depend on the type of product (online or offline, website or app) and the company’s target audience. Therefore, the customer journey may not include the above basic steps, it may be less, more or it may be a completely different journey.
Whatever the product, your task at this stage is to map out the steps in the customer’s journey to use the product, from first discovering the product, using it, and recommending the product to acquaintances, etc. Fully mapping out the customer journey will help you have an overview, identify the Touchpoints (Touch Points) with customers, thereby designing the best experience for them.
2.3 Identify touch points with customers
Touchpoint is understood as the connection point between the brand and the customer (for example, website, telesales staff, offline store, …). Analyzing customer behavior at Touchpoints will help the company make many comments and insights about products and services.
For example, if the conversion rate is lower than average at a certain touchpoint, this means that the customer experience at that touchpoint is not good (maybe the web interface is not favorable, the steps are not good. payment is too complicated, store location is not easy to find,…).
Every touch point between customers and products is a good opportunity for the company to promote its brand image and create a good experience for customers. A good customer experience is summed up by a good experience at many different touch points.
2.4 Customer feedback = Action + Emotion + Motivation
One of the main values of Customer Journey Map is that you fully summarize the actions and emotions of customers throughout the Customer Journey, thereby having the clearest and most overview view of the customer experience when using the product.
Action : You list all the actions the customer takes during their interaction with the brand through the product or service. Actions here can be as simple as product search habits, what they do when they receive your email, how many steps it takes to pay for an order, etc.
Emotion & Motivation : Every customer action comes from motivation and emotion, in which customer’s emotions change depending on the problem/need they arise from time to time.
2.5 Identify Pain Points Existing on Customer Journey
On the journey to conquer customers, companies need to identify and understand the Pain points (problems) that customers are facing, the “pains” when using the product that affect the experience with the product. These pain points can be difficult to find purchase buttons, complicated checkout steps, long page load times, unfriendly salespeople, etc.
Pain points that customers experience can be at any stage of the buying journey, and are often found at touchpoints where the customer’s emotions are negative (as identified in step one). above).
2.6 Data aggregation and product improvement
After completing the Customer Journey Map, your task is to identify the bad pain points, select the big and urgent pain points to improve the product, increase the customer experience.
However, it should be noted that, building a Customer Journey Map is not a one-time job but a long-term job, and is always improved and modified continuously in the product development journey. Periodically, maybe every quarter or every 6 months, the Customer Journey Map will be reviewed again, and the whole process mentioned above is repeated for the company to continuously optimize the product.
That’s all the process of building Customer Journey Map that we want to share, good luck!