The design of a CJM (customer journey map) does not have to be complex, and in this post we demonstrate it to you. In a simple and concise way we will put the Customer Journey map into action. In this post we will review how to build a customer journey map from scratch, step by step. We will identify the common steps to facilitate its construction.
Steps to complete the design of a CJM (Customer Journey Map).
The first thing to keep in mind is that there is no single way to make a customer journey map, this will depend on our objectives, complexity of the problem and other variables.
However, there are a series of steps in common, you can gather more information on how to make a customer journey map on the website THE CUSTOMER JOURNEY.
Identify the customer through the design of a CJM.
The most important thing when starting any process that requires “stepping into the shoes” of the customer is to know which customer we are talking about. The perception of the same journey is precisely knowing which customer we are talking about.
The perception of the same journey is going to change a lot if it is done by one person or another…so the first thing to do is to make a sketch of the customer (Who is he/she? What does he/she do?).
Each story requires a main character, the main character of the story who is your customer, this is the ideal customer to whom you offer your products. You must identify their goals at each milestone of the customer journey map.
Understand the phases of the relationship.
Identify the customer’s states, putting yourself in their shoes and imagining the different states. You can analyze this process in the LINK of the expert Jose Facchin.
In order to find out how the customer feels we must first know what phases comprise the interaction with our product or service.
The most important thing at this point is to forget our processes and understand the phases that the customer perceives within the customer journey map.
They are usually:
- Connecting and attracting the customer (How does he find out we exist?)
- Orienting him (How can he evaluate our product or service?)
- Interaction (in each case it is different)
- Expand and retain (How do we make the customer come back, use our product or service more and stay with us?)
- Referral (How do we help them share their joy and refer new customers to us)?
But we forget, each case is different. For example, in an online tool, the phases may be “discovery, registration, use, retention, referral”.
Identify their motivations and doubts.
We must find out for each phase what moves the customer (what motivations he has or what he expects and why) as well as what doubts come to his mind (what worries him, what he does not know or what causes him uncertainty).
Both aspects are key to better identify how a customer feels and, above all, what opportunities we have to make them have a better experience.
Mapping customer touch points with a CJM design.
Once we know the phases of the customer relationship, we must go on to evaluate the touch points where we are going to interact with the customer, known as touch points.
Each point of the customer journey will probably have different touch points such as access to the website, call…
You can see an example of a museum customer journey map in this link.
Each touch point will have a number of characteristics:
- Means by which it occurs (personal, physical, mail, phone, web…). Read Adrian Swinscoe’s post about mapping through surveys.
- Emotion experienced by the customer (positive, neutral, negative…)
What needs to be identified at each touch point.
For each touchpoint, the organization needs to identify:
- An owner.
- The impact it has on the overall experience.
- The gaps between actual and desired performance.
How to represent a customer journey map.
The most common way to represent them is through a diagram in which the highest part represents the positive emotions, the middle part the neutral ones and the lower part the negative ones.
Adding to each point of contact, interaction, the internal processes followed by our company can help us to detect inefficiencies, gray areas, coordination problems in terms of customer experience management.
Find out how www.allswers.com can help you along this path of customer experience measurement, REQUEST A DEMO.