What is a Customer Journey Map?

Customer Journey Map (CJM), the full name in English is Customer Journey Map.  It is a way to visualize the customer journey. Using graphics, tables, road network diagrams and other designs to describe Customer behavior. Experience and needs at different stages  brands to draw  the customer’s perspective to predict sms services and analyze customer behavior. Thereby optimizing experience, increasing revenue, and cultivating loyal customers.

There is no fixed template for customer journey maps that is suitable for all brands. The presentation methods are also very diverse. Brands can create unique maps based on their own current situation and goals. You can refer to the following methods and examples to starte.

5 basic elements of customer journey map CJM

Let us first understand the structure of the Customer Journey Map, which usually covers the following 5 basic elements:

1. Who are the customers : including basic information, needs and preferences, etc., which can be labeled and segmented using marketing tools to define the target audience for this customer journey.
2. Time scale : This is the length of the customer journey. It has a great relationship with the type of your product and determines whether you want to measure the journey in a week, a month, a year or a lifetime.
3. Customer journey stages : Connect customer behavior and journey stages to understand what services or content should be given to customers.
4. Interaction behaviors and feelings : predict or observe what actions customers will take, and possible positive and negative experiences, including the motivation for each interaction, what motivates them to enter the next stage, and obstacles in the process.
5. Interaction channel : also known as touch point, which is the medium through which customers interact with the brand. It may be FB, IG, LINE, SMS text messages, official website, e-commerce platform or physical stores, channels, events, etc.

Step 1: Define goals and scope

First of all, you must know the specific goals of this customer journey map, as well as what information you need to collect and how you will apply this information to avoid getting lost. For example:

• Complete journey description: a customer journey map from brand recognition to purchase to loyalty.
• Increase purchase rate: Focus on the consumption process, including browsing e-commerce websites, adding to shopping cart to checkout.

Step 2: Collect customer data and feedback, and define target audience

The second step is to understand who the audience for this journey is. You can collect data based on the scope what is an automatic journey defined in the first step to build a Buyer Persona to depict the specific image of the customer, such as gender, age, region, interests, how they enter the website, and what interactive behaviors they have. What goals do you want to achieve, etc.

Step 3: Define your customer journey stages

You can start with the 5 common customer journey stages mentioned in this article , or redefine the stages based on your goals. For snbd host example, for news media, the audience may go directly from the “use stage” (reading or watching the report) Only at the beginning will they enter the stage of getting to know the brand; for social strategy, the audience may first purchase the product and then join your FB or LINE to interact.

Step 4: Draw each contact point