1. Collecting information about the client
Posted: Wed Jan 29, 2025 10:37 am
Let's move on to the main question: how to create a customer journey map. The algorithm that we will provide below is not unique. There are no strict rules in building a CJM, but there are guidelines that should be used as a starting point.
Creating a product and not knowing your customer is a surefire way to fail. A business needs to know who it is for, what needs, fears, and expectations its audience has.
For the purposes of this article, we will assume that you already know your target audience. From here, there are two options for creating a CJM:
Create an average buyer profile and build a CJM for him.
Divide the audience into several segments and build a CJM for each group.
The second option is more effective, but it requires student data more time and effort to implement. Just to divide the audience into segments, you will have to invest a lot of resources: conduct research, surveys, collect information from the sales department, conduct polls. And then try to build a CJM for a specific target audience group.
2. Definition of stages and channels of interaction
At the second stage, you need to understand two things: where the “relationship” with the client begins and in what channels it occurs.
Let's take an online school as an example. A simplified version of the CJM from getting to know the school to purchasing a course will look something like this:
The client sees an advertisement → goes to the website, studies the catalogue → fills out an application → talks to a sales manager → buys and takes a course → returns to buy again.
Different businesses have different stages. There may be fewer or more depending on the specifics of the product. For example, if it is an offline business, then you need to add the stages of going to the store, contacting a consultant and cashier, and so on.
3. Defining customer goals and expectations at each stage
It is not enough to create interaction stages - then it will be just an algorithm of the company's work. To create a CJM, you need to switch from "us" to "them" - that is, clients.
Creating a product and not knowing your customer is a surefire way to fail. A business needs to know who it is for, what needs, fears, and expectations its audience has.
For the purposes of this article, we will assume that you already know your target audience. From here, there are two options for creating a CJM:
Create an average buyer profile and build a CJM for him.
Divide the audience into several segments and build a CJM for each group.
The second option is more effective, but it requires student data more time and effort to implement. Just to divide the audience into segments, you will have to invest a lot of resources: conduct research, surveys, collect information from the sales department, conduct polls. And then try to build a CJM for a specific target audience group.
2. Definition of stages and channels of interaction
At the second stage, you need to understand two things: where the “relationship” with the client begins and in what channels it occurs.
Let's take an online school as an example. A simplified version of the CJM from getting to know the school to purchasing a course will look something like this:
The client sees an advertisement → goes to the website, studies the catalogue → fills out an application → talks to a sales manager → buys and takes a course → returns to buy again.
Different businesses have different stages. There may be fewer or more depending on the specifics of the product. For example, if it is an offline business, then you need to add the stages of going to the store, contacting a consultant and cashier, and so on.
3. Defining customer goals and expectations at each stage
It is not enough to create interaction stages - then it will be just an algorithm of the company's work. To create a CJM, you need to switch from "us" to "them" - that is, clients.