Steps to Creating a Customer Journey Map

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When starting to develop a map, you need to analyze the buyer's behavior at all stages of interaction with the seller company. You will also need all the information about the product. Only a large amount of data will help to create a reliable document. We offer you a plan for creating a CJM:

Collection of information

First of all, define your target audience christian churches email list and segment it. Surveys, research, questionnaires, interviews, observation will help you with this. Working with the target audience involves analysis in two ways:

Analyze all segments of the target audience and determine the typical image of the client, for whose actions and create a map.

Select several representatives (for example, one from each group) and create a journey map for each. This option is more labor-intensive, but more detailed and professional.

Here it is also necessary to pay great attention to the product (service): study the features, pros and cons, find out the opinion of customers, compare with the products of competitors. Conduct an analysis of consumer goals and their expectations.

Important: information must be obtained first-hand - either from customers themselves or from managers who contact people. Reliable information is a direct path to success!

Defining the phases of the customer journey

For example, you meet this client for the first time in a store or office, but before that moment he could have seen information on the website, an advertising post on a social network, learned the opinion of friends, etc. Therefore, when communicating, you need to find out what goals and expectations he has for contacting you.

The journey map may include the following stages:

primary information, information search stage;

phase of choosing a firm/enterprise/company;

analysis of information on a website, in a social media group, on an online resource;

visit to the store, office (if available);

making a purchase in an offline store or online;

request for delivery and installation;

resolution of warranty service issues;

invitation to events, presentations, receiving feedback on work.

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Select the stages that are appropriate for your business and write down the goal, motive and client expectations for each of them.

Identifying touchpoints

The company interacts with the client in a variety of places, situations and through different information channels. Analysis of contact points is an effective marketing tool.

All options for points of contact can be divided into two main groups: online and offline contacts. To begin with, you should make a list of all possible points of contact. Do not exclude even what seems insignificant. A complete list of intersections will allow you to make a more thorough analysis, detect gaps and missing links. It is necessary to analyze even the situation of lack of communication.

Examples of online contacts include: advertising (contextual, SEO, targeting), websites, blogs, social networks, search engine results, posting reviews, discussions on forums, all types of mailings, online stores, etc.