Other elements can be added to the listed components of the journey map or amendments can be made if the objectives of the business project require it. However, one should not deviate from the basic principles, namely:
When drawing up a map, you need to focus on the consumer's point of view, not the interests of the enterprise. Thinking for someone else is a thankless, albeit tempting, task. Practice shows that it is more effective to involve outside specialists.
The CJM map is interesting due to the recording of the client's actions and corresponding emotional reactions. It is this interrelation of experience and feelings that serves as material for analysis and work with the map.
4 Key Principles of Customer Journey Mapping
Omnichannel interaction mapping estonia email list captures how people use different communication points. However, rather than focusing on different channels, the map captures the entire customer experience.
CJM can be compared to a photograph: the essence here is to visualize the actions and emotions of the client at different stages of the sales process. The document facilitates understanding of what the client wants and helps to improve the work of the enterprise.
The AIDA formula as the basis for a customer journey map
Almost all modern marketing tools, including CJM, are based on the famous AIDA principle (Awareness, Interest, Desire, Action).
The first element of the formula indicates that the client's actions begin with awareness of their needs. But there is no understanding yet of how to implement them. During further communication, it is necessary to find out from the client where they saw information about your site: found it by keywords in search engines, followed a link specified in an advertising post in one of the social networks, or other options.
Having entered the site, the visitor studies and shows interest in what is offered to him.
If the information has caught the attention of the audience, then at the next stage a clear desire (Desire) to purchase your product arises.
The final action (Action) is the conclusion of the transaction or purchase.
In reality, after purchasing a product, the relationship with the client does not end, but enters the next long-term phase - winning loyalty. During the use of the product, the client may require service, repair or additional goods. The responsibility of managers is to create the necessary conditions for further interaction.
The Customer Journey Map of an online store or other business project can really significantly increase sales. However, there are some moments that can slow you down on the way to your goals, although it seems that you have done everything correctly and applied the AIDA formula. What are these moments?