Customer Journey Map: Why Your Map Was “Broken”
Posted: Mon Dec 23, 2024 9:51 am
Content
Creating a Customer Journey Map
AIDA is the basis of the customer journey map
Conclusion
If earlier the interaction of a company with a client was linear and assumed one simple step - from a banner on the street to a purchase, today things are completely different. Now the customer's path is often a complex web of several advertising channels, social networks, a website, an office, an offline store, etc. And it is Telegram door sometimes extremely difficult to determine when and where a client was won or lost. What exactly influenced his decision and how? What to change, improve or abandon completely? The answers to all these questions are provided by such an ace up the sleeve of a modern marketer as the Customer Journey Map.
Creating a Customer Journey Map
Customer Journey Map (translated from English - user journey map) is a tool that is a visualization of the entire interaction of the client with the company.
The map can be depicted in different ways, but it is typically a visual or graphical representation of the customer relationship history across all channels used.
There are already many articles written about the Customer Journey Map, and it is rare that a marketer does not know about such a valuable tool. In this article, we will not go into the advantages of the CJM for the hundredth time and give step-by-step algorithms for its construction. Instead, we will consider cases when the Customer Journey Map does not work: we will outline the basis on which the map should be built, and the main mistakes made when creating it.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
AIDA is the basis of the customer journey map
Creating a successful CJM is impossible without a clear understanding of the famous AIDA (Awareness, Interest, Desire, Action) marketing formula .
According to this formula, the entire customer journey begins with a need ( awareness ). The customer is aware of their need, but does not yet understand where to get it. Here it is important to determine the customer's entry points to your site: did they turn to a search engine and find the site in the search results, or saw a post on social networks and followed the link from there.
Next, the client begins to be interested in what you offer ( interest ).
If you have managed to “catch” the visitor’s attention, the next stage comes, desire , when the client has already clearly decided that he needs your product.
The final point - action - is the cherished moment of making a purchase.
But even after the purchase is made, the customer's relationship with the company does not end. The next stage begins - Loyalty . The customer begins to use your product or service, and here the company's task is to make this use convenient and enjoyable.
However, even if you create a customer journey map correctly, using the AIDA formula, you may find that it does not work. Yes, you have done the CJM, even hung it up in the sales department, but the profit figures have not skyrocketed as you expected. What is the matter?
1. Collect reliable data!
Let's start with the basics. A customer journey map is a tool based on hard data, not assumptions or hypotheses.
To collect data, use analytics systems with wide functionality. For example, in the UIS personal account, you can track not only the source of the user's visit, but also get the following important data:
Search engine, keyword;
Advertising campaign, advertisement;
Demographic data;
Device type, browser;
Session duration;
Actions on the site;
etc.
All this information is collected in a card that is individual for each user.
Moreover, if the visitor communicated in a chat with a consultant, you will see the entire correspondence, and if a call was made, you will be able to immediately listen to the conversation.
Thus, absolutely all the information necessary for building a CJM is already presented in a convenient form in your personal CoMagic account.
2. Segment!
It would be easier for a furniture seller if all customers wanted the same sofa. Or for a tour operator - if all clients dreamed of one paradise for a long-awaited vacation. However, this is not the case.
The diversity of human needs makes business both challenging and exciting. It is naive to think that one journey map will work for all your customers. At the same time, you cannot study each consumer in detail and create an individual map for them. So what to do?
The trick is to analyze your audience and segment it. Each segment has different needs and makes different decisions about buying or ordering a service. Identify several categories of your customers, create a persona — a representative of each category — and build a journey map for them.
For example, all people who come to the clinic can be divided into segments based on their main need:
Periodic inspection;
Diagnosis of the disease;
Treatment of the disease;
Contacting a specific specialist.
They will interact with the site and make decisions differently. For example, for the "periodic examination" segment, the distance of the clinic from home or work, the cost of the examination, and the convenience of making an appointment will be important. And for the "contacting a specific specialist" segment, reviews of a specific specialist, their qualifications, etc. will play a greater role.
Creating a Customer Journey Map
AIDA is the basis of the customer journey map
Conclusion
If earlier the interaction of a company with a client was linear and assumed one simple step - from a banner on the street to a purchase, today things are completely different. Now the customer's path is often a complex web of several advertising channels, social networks, a website, an office, an offline store, etc. And it is Telegram door sometimes extremely difficult to determine when and where a client was won or lost. What exactly influenced his decision and how? What to change, improve or abandon completely? The answers to all these questions are provided by such an ace up the sleeve of a modern marketer as the Customer Journey Map.
Creating a Customer Journey Map
Customer Journey Map (translated from English - user journey map) is a tool that is a visualization of the entire interaction of the client with the company.
The map can be depicted in different ways, but it is typically a visual or graphical representation of the customer relationship history across all channels used.
There are already many articles written about the Customer Journey Map, and it is rare that a marketer does not know about such a valuable tool. In this article, we will not go into the advantages of the CJM for the hundredth time and give step-by-step algorithms for its construction. Instead, we will consider cases when the Customer Journey Map does not work: we will outline the basis on which the map should be built, and the main mistakes made when creating it.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
AIDA is the basis of the customer journey map
Creating a successful CJM is impossible without a clear understanding of the famous AIDA (Awareness, Interest, Desire, Action) marketing formula .
According to this formula, the entire customer journey begins with a need ( awareness ). The customer is aware of their need, but does not yet understand where to get it. Here it is important to determine the customer's entry points to your site: did they turn to a search engine and find the site in the search results, or saw a post on social networks and followed the link from there.
Next, the client begins to be interested in what you offer ( interest ).
If you have managed to “catch” the visitor’s attention, the next stage comes, desire , when the client has already clearly decided that he needs your product.
The final point - action - is the cherished moment of making a purchase.
But even after the purchase is made, the customer's relationship with the company does not end. The next stage begins - Loyalty . The customer begins to use your product or service, and here the company's task is to make this use convenient and enjoyable.
However, even if you create a customer journey map correctly, using the AIDA formula, you may find that it does not work. Yes, you have done the CJM, even hung it up in the sales department, but the profit figures have not skyrocketed as you expected. What is the matter?
1. Collect reliable data!
Let's start with the basics. A customer journey map is a tool based on hard data, not assumptions or hypotheses.
To collect data, use analytics systems with wide functionality. For example, in the UIS personal account, you can track not only the source of the user's visit, but also get the following important data:
Search engine, keyword;
Advertising campaign, advertisement;
Demographic data;
Device type, browser;
Session duration;
Actions on the site;
etc.
All this information is collected in a card that is individual for each user.
Moreover, if the visitor communicated in a chat with a consultant, you will see the entire correspondence, and if a call was made, you will be able to immediately listen to the conversation.
Thus, absolutely all the information necessary for building a CJM is already presented in a convenient form in your personal CoMagic account.
2. Segment!
It would be easier for a furniture seller if all customers wanted the same sofa. Or for a tour operator - if all clients dreamed of one paradise for a long-awaited vacation. However, this is not the case.
The diversity of human needs makes business both challenging and exciting. It is naive to think that one journey map will work for all your customers. At the same time, you cannot study each consumer in detail and create an individual map for them. So what to do?
The trick is to analyze your audience and segment it. Each segment has different needs and makes different decisions about buying or ordering a service. Identify several categories of your customers, create a persona — a representative of each category — and build a journey map for them.
For example, all people who come to the clinic can be divided into segments based on their main need:
Periodic inspection;
Diagnosis of the disease;
Treatment of the disease;
Contacting a specific specialist.
They will interact with the site and make decisions differently. For example, for the "periodic examination" segment, the distance of the clinic from home or work, the cost of the examination, and the convenience of making an appointment will be important. And for the "contacting a specific specialist" segment, reviews of a specific specialist, their qualifications, etc. will play a greater role.