Functionality of various resources. For example, do they have CJM templates, visual editing and data export tools, as well as information storage periods, access to it after the end of the paid period, etc.
Ease of use: a clear user interface will speed up the process of creating a customer journey map and allow you to focus on analytical work, rather than on learning complex functionality.
Ability to share among team members.
Presence of necessary integrations.
Information security (an especially important philippinen vorwahl whatsapp criterion when working with sensitive client data).
Price and scalability.
To make a final decision on choosing a service for building CJM, you should use the trial period and work with free versions before paying for access.
Selecting a resource for building a CJM and its template
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In cases where you plan to use certain visualization tools, it is important to find out if they have the ability to build a CJM. Below is more detailed information on the most popular resources for creating a customer journey map.
Defining the main stages of interaction with clients
At this step, you should outline the key stages of the customer journey from the first acquaintance with the product to service after the purchase.
When solving this problem, it would be logical to start from the stages of the marketing funnel and highlight the following CJM points:
Awareness of the need for a product . Under what conditions does the user decide that he needs to make a purchase, and what factors influence this (traditions, weather conditions, features of upbringing and location, emotional state, etc.).
Analyzing options to select the best solution to meet an existing need. What tools does a potential buyer use at this stage, and which of them can bring a customer to your company? How do you compare different solutions?
Product introduction : What attracts consumers' attention when they explore a company's offerings? What are customers missing to make a decision?
Transaction . Which purchasing option is most convenient for the consumer? How many steps does it take, and how much time does it take?
Product usage . At what stage does the buyer begin to use the purchased object? What difficulties may the client experience? What is especially important for him when using the product?
After-sales service . In what situations, how often and why does the buyer seek support (warranty service, assistance in training on use, etc.)?
Loyalty to the company . Has the buyer become a regular customer? Will he recommend your product to his friends and why?
It is important to clarify all consumer actions: how many times an offer was viewed before a purchase, where reviews were found, whether a visit to an offline store was considered or only the Internet was used, etc.
Defining the main stages of interaction with clients
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It is necessary to specify the requests and expectations of consumers at each stage of the customer map. In addition, it is important to analyze what the client felt at each stage to identify the most significant factors for him in the emotional context.
Capturing the most important points of contact
It is necessary to determine the primary points of contact with the brand for the client. This may include events and places of interaction: online platforms, social networks, messengers, offline stores, contact centers, email newsletters, etc.
The recorded points should be divided into groups for a clearer understanding of the diversity of communications. This will allow you to determine the most convenient methods of interaction. For example, you can divide into categories by the time of contact (before and after the purchase).
It is important to consider that different points of interaction create different customer experiences (the experience of online shopping is significantly different from visiting an offline store).
Another important factor is multichannel. Buyers can interact with a company using several channels in parallel. For example, a customer can search for the required information on the Internet, then visit a physical point of sale and buy a product through a mobile application.
Filling out the CJM
Identify a suitable customer journey map template and fill it with information: previously made notes, findings from consumer surveys. Visualize customer emotions at different stages of interaction with your company, add quotes from buyers that allow you to more accurately understand the problems and obstacles on the path to purchase, as well as the pros and cons of the product.
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