This step is necessary for a clear understanding of the target audience portrait, the unique characteristics of potential buyers and the formation of empathy for them. In addition, having a customer prototype simplifies the process of creating a marketing strategy.
What information about the character is needed:
Demographic information: education, age, gender, education, material level.
Professional characteristics: roles, functions and tasks.
The goals and objectives pursued by the philippinen vorwahl whatsapp consumer when interacting with the product.
Problems and joys: typical customer pains and factors contributing to customer satisfaction.
What communication channels does the client prefer (websites, social networks, messenger, telephone, etc.).
The emotional experiences and feelings experienced by the consumer when using a product.
What social category does the client represent, what are his values?
Names and photos for prototype visualization.
When creating personas, it is important to observe two conditions: they must be unique, but reflect the main features inherent to the target audience. Thanks to the presence of client prototypes, team members can more accurately understand who they are working for, as well as what needs the product should cover.
Analysis of the customer journey map and further planning of interactions
Once the CJM is ready, it is time to analyze the bottlenecks in the customer journey and areas for improvement. After that, it is necessary to categorize the identified data by priority based on the frequency of mentioning various problems and the level of negative experiences.
Analysis of the customer journey map and further planning of interactions
Source: shutterstock.com
Subsequently, discussions are held with team members responsible for each stage requiring improvement. Based on the results of such meetings, an action plan is drawn up to achieve the required result.
For example, in a situation where it has been established that clients are dissatisfied with the long wait for a response from consultants and are leaving for competitors, it is necessary to find solutions that reduce the time it takes to form an offer (increase the number of consultants, connect additional communication channels, cooperate with a call center, strengthen control over employees or develop a motivational system for them, etc.).
CJM is a dynamically changing tool. Market trends, target audience behavior, business conditions and other factors are not static. The customer journey map should be adjusted along with changes in external conditions.
Read also!
"32 Methods of Finding and Attracting Clients"
Read more
Examples of customer journey maps
For better understanding, here are some examples of customer journey maps:
Future state
Unlike the current state CJM, the future customer journey map includes information about the company's vision for the direction of its business. This document can outline plans for change and highlight useful points for planning activities.
The Starbucks Future State CJM was designed by students at the Savannah College of Art and Design. It shows what the customer journey might look like given the evolving technology impact of COVID-19.
A day in the life
Does the business have an understanding of what a potential customer does during a typical day? This type of customer journey map is necessary to visualize the company's products in such a way that they fit into the traditional life of the target audience. In addition, this tool will help to understand the specifics of the client's interactions with other products, tasks and problems.
A map of a day in the life of a customer, created by LEGO experts, shows the experience consumers have when flying to and from New York.
Service plan
What tools does your company use to move the buyer along the customer journey? The service plan is a map of the company's internal business processes. It contains information on all the hidden actions that need to be performed (recruitment, technology, regulations, etc.) to create a unique experience for the client.
Service plan
Source: shutterstock.com
There are several types of customer journey maps, but it is best to start with a description of the current state. This will provide a starting point for assessing the company's actual activities, identifying successful aspects, and identifying areas for improvement.
In the future, it is necessary to adapt the customer journey map in accordance with the new goals. After the CJM is created, when problematic points in the existing experience are identified, the next step can be implemented to eliminate these shortcomings. For example, an intelligent online chat can be implemented to help the user begin the first steps on the path to a purchase or other target action.