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how to create a CJM

Preparing for CJM Creation

Conduct preliminary research on the target audience and their needs

Identify the key touchpoints in the customer journey

Gather relevant data and insights from various sources

Define the objectives and goals of the CJM creation process

Mapping the Customer Journey

Outline the different stages of the customer journey (e.g., awareness, consideration, decision-making, post-purchase)

Awareness
Consideration
Decision-making
Post-purchase

Identify the customer actions, thoughts, and emotions at each stage

Awareness: Researching, discovering, and becoming familiar with the brand/product
Consideration: Evaluating options and comparing products/services
Decision-making: Making a purchase decision
Post-purchase: Reviewing, using, and engaging with the product/service

Document the touchpoints and channels used by customers at each stage

Awareness: Social media ads, search engine results, word-of-mouth
Consideration: Website visits, product reviews, email newsletters
Decision-making: Online checkout process, customer service interactions
Post-purchase: Product usage, customer support, online communities

Analyze customer pain points and moments of delight throughout the journey

Pain points: Difficulties in finding information, poor customer service experiences
Moments of delight: Positive reviews, personalized recommendations, exceptional customer support

Creating Customer Personas

Develop detailed customer personas based on research and data

Understand customer demographics, preferences, motivations, and challenges

Tailor the customer personas to align with each stage of the customer journey

Ensure the personas accurately represent the target audience

Defining Customer Goals and Expectations

Determine the primary goals and expectations customers have at each stage

Align the goals and expectations with the corresponding touchpoints and channels

Consider both rational and emotional aspects of customer goals

Identifying Opportunities for Improvement

Evaluate the current customer experience at each touchpoint

Conduct a thorough analysis of each touchpoint in the customer journey
Assess the ease of use, effectiveness, and overall satisfaction at each touchpoint
Gather feedback from customers through surveys, interviews, or usability tests

Identify pain points, bottlenecks, and areas of friction in the journey

Map out the customer journey to identify key pain points and areas where customers may encounter difficulties
Analyze customer complaints, support tickets, and feedback to pinpoint recurring issues
Consider conducting customer journey mapping workshops or sessions with cross-functional teams

Look for opportunities to enhance customer satisfaction and loyalty

Identify moments of delight or exceptional experiences throughout the customer journey
Analyze customer feedback to identify areas where expectations are not being met
Explore ways to personalize interactions and tailor experiences based on customer preferences

Consider potential innovations or new touchpoints that could be introduced

Research industry trends and emerging technologies to identify potential innovations
Brainstorm ideas for new touchpoints that can add value to the customer journey
Assess the feasibility and potential impact of implementing new touchpoints or technologies

Developing Actionable Solutions

Brainstorm and prioritize potential solutions for each identified opportunity

Generate ideas for improving touchpoints, communication, or overall experience

Select the most feasible and impactful solutions to implement

Ensure the solutions align with the organization's resources and capabilities

Implementing and Monitoring Changes

Create an implementation plan for executing the chosen solutions

Assign responsibilities and set timelines for implementation

Monitor and measure the impact of the implemented changes

Collect feedback from customers to assess the effectiveness of the improvements

Iterating and Updating the CJM

Continuously review and update the CJM as customer needs and preferences evolve

Incorporate new insights and data into the customer personas and journey map

Regularly assess the effectiveness of implemented solutions

Stay proactive in identifying emerging opportunities for enhancing the customer experience

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