In addition to CJM, there are other maps that define user experience. They have some similarities, but also some differences.
The Experience Map is created to get a clear picture of the overall behavior of an individual. The Customer Journey Map is created for a narrower, more specific purpose.
Read also!
"Information queries: how to select and how to distinguish from other queries"
Read more
The need for a service map arises estonia email list after a person has purchased a company's product and the CJM task has been completed. The essence of the document is to present the client's relationship with various service structures, and to determine the points of interaction. The map is drawn up from the company's perspective.
The User Story Map also reflects user stories, but the US format is used to visualize functions. These maps have much in common, but the purposes of their creation differ: CJM is built to analyze customer behavior, and USM helps to plan.
6 Key Elements of a Customer Journey Map
The shape and size of the cards can vary greatly, but they always include the following basic elements:
An actor is a consumer with whom the company builds relationships. They have their own opinion about the product and interaction scenario. Usually, an actor corresponds to the image of a representative of the target audience for which the product was created. Each map reflects the experience of one consumer or a single point of view. To understand the reasons for the actions of different people, separate maps are created.
Description of Customer Journey Map
A scenario is a statement of the client's problem. The reason for the scenario's appearance is the person's goal or need and their specific expectations. Let's assume that the client is performing actions related to finding an analogue of a product that is not available in warehouses. Then, for their convenience, it is necessary to provide navigation and simple search on the information service, and design a block with recommendations.
A distinction is made between real types of scenarios (for existing products) and expected ones (for proposed ones).
Scenario variants that contain a sequence of steps (touchpoints) or that affect more than one channel at once are best suited for developing CJM maps.
The phases of the journey are called segments or sections on the customer journey map. Identifying the stages helps to systematize the data. How many stages there should be and what kind of stages exactly depends on the products. The map phases are determined empirically. In some cases, they resemble a typical sales funnel, and sometimes they look complex and even sophisticated.
The customer journey is defined and characterized by actions or behaviors, actual steps. These elements are essential for optimizing the journey.
An important component of CJM is the emotional state of the client when interacting with the company. Communication with a real user will allow the manager to identify the feelings from the product (delight, pleasure, rejection, etc.), as well as needs, motives and questions. All emotional signals are reflected on the journey map. Their analysis helps improve the business project.
Sales optimization opportunities are determined after analyzing the CJM and the conclusions drawn. Here we approach the following tasks:
How to apply the acquired knowledge?
Who will be the performer?
What improvements are still needed?
Which stage is appropriate for conducting experiments?
What criteria can be used to evaluate the changes made?