This journey map is an illustrative example of retailer’s customer experience across multiple stages of customer lifecycle. If done right, CJM can become an essential tool for CX transformation of a company. In order to make an impact with CJM, you can keep the following tips in mind:
When you start creating a CJM for your business, you will inevitably come up with various questions, which should ideally be answered at the very beginning.
It certainly depends on the resources available, however rule of thumb is: the more detailed your CJM is, the more pain points and barriers can be spotted and, hopefully, eliminated, making your company’s customer experience better. If you feel that resources are limited, you can start by outlining a high-level journey and make it more detailed stage-by-stage, once the resources are available. P.S. Depending on the nature of business, real-life CJMs can be 4-5 (and more) times larger than this illustrative example.
Always try to create a broader view, starting at the stage of ignorance (When customers do not even know about your company, how do you proactively create the first touch point?) and making your way towards loyalty/abandoning stages (Which client retention mechanics are currently used? Is your loyalty program set up well enough to get customers engaged?).
As it stems from the term, the first thing you should focus on is feedback from your customers: you can collect it from polls, publicly available reviews, interviews, complaints in CRM, etc. However you can also combine it with your own observations, competitive research and feedback from employees (sometimes they can spot potential pain points even before those are noticed by customers).
Once CJM is created, do not fall into the trap of treating it as a final destination. CJM is just the first step in customer experience enhancement for your business.
CJM should not be treated as a project, but rather as an ongoing process: continue to get feedback from customers and employees, run competitive research and place the new pieces of feedback on CJM as positive (green) or negative (red) observations.
For each piece of feedback, decide whether it is relevant to your strategy or not. If it is, decide on how business-critical it is and how easy it is to get the issue resolved.
Come up with ideas of how to enhance CX for each pain point. Combine multiple pieces of feedback into projects. Identify the owners and due dates. Regularly review the status of enhancement initiatives and ensure that these are on track. Tagging functionality in Miro and JIRA integrations can help you with that.
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