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Use Customer Journey Maps As A Change Management Tool

 Customer Journey Map (CJM) – visualization of the history of consumer interaction with your product, service, company or brand through different channels in a certain period of time. Customer journey design is a graph that marks the points of contact with the product. It describes the customer’s actions and possible problems. Touchpoints are a situation, place, or interface between a customer and a company. This includes the company’s website, application, advertisements in the online space, a sales office or store, the sellers themselves, billboards – offline.

Customer experience journey map allows, on behalf of the client, to objectively analyze the experience of interacting with the product, to fix and eliminate emerging barriers, to offer recommendations for improving the product. This is a must-have tool if you strive to meet the needs of your audience in your activities.

What does using the customer journey mapping process give?

Optimizing the customer path and increasing loyalty.

Customer Journey Map is one of the trending marketing tools. It allows you to optimize sales by improving communication with the customer at all stages of contact. In any situation – from searching in Yandex to making a purchase in your online store – the client does not face any problems. This is a good experience. And if a link in an ad leads to a page that doesn’t exist.  It’s a bad experience right at the start of the user’s journey. The more positive experience a user gets from communicating with your company, the faster they will make a purchase. And the more likely that he will buy from you.

The role of CJM in improving processes inside the company.  

When using the Customer Journey Map, “gray” areas are often identified, for which several departments are responsible at once. For example, a client has a problem – the order was not delivered to the pick-up point. Instead of understanding the situation and finding a solution, call-center employees connect it with the warehouse, with the manager of the online store, or with the head of the delivery service. These are typical situations for a company that does not have a Customer Journey Map. If they used a user card in it, they would immediately understand at what stage something went wrong, solved the problem and got a satisfied client.

Customer Journey Map is useful for ordinary employees as well. Seeing a customer journey map in front of them, they understand exactly how they affect customer loyalty and the company’s sales growth.

Customer journey map creating tools.

Google tablets: The free and easiest way to compose a CJM for an online store or any other site. The updated version of the map is always available via the link, and all team members can use it. How to compose a CJM: horizontally fix the stages of the user’s path, and vertically, his goals, points and channels of interaction, barriers.

Adobe photoshop or Illustrator: In this case, it will not do without the help of a designer. But it will turn out stylishly and the Customer Journey Map can be used in a presentation for leadership or in a meeting.

Let’s repeat once how to create a customer journey map:

  • Collecting customer data and creating characters.
  •  Determine the stages that the client goes through (google information, look for a company, etc.).
  • Select the points of interaction (search results, website, mailing list, etc.).
  • We are looking for barriers that prevent the user from getting a positive experience.
  • Remove barriers, if it is economically feasible.
  • We build the map again if there have been changes in the company.


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