Customer Journey Map Component For Product Management
Customer Journey Maps are a visual representation of the interactions and relationships between brands and customers. Indirectly, the Customer Journey Map helps to bridge the gap between businesses and buyers.
In a single illustration, the journey map aims to capture the entire customer experience.
The Customer Journey Map has 5 components including Persona, Timeline, Touchpoint, Emotion, and Channel. We will explain one by one what personas and channels are needed when creating a customer journey map.
The reason why you made a customer journey map
There are reasons why you should make CJM:
- Personalization
Because we mapped the Customer Journey Map with a specific user persona, we can understand customers personally. Personalization in the customer experience is an important thing in product development. - As Benchmark
By clearly mapping the customer experience, the Customer Journey Map will help us to compare customer expectations with what they actually get. - Internal Process Optimizing
With the Customer Journey Map, we can also map the processes within the internal team from each touchpoint on the customer journey. Through this process, we can find out what internal pain points need to be adjusted. So that the internal team can provide maximum performance to customers. - Maximize Customer Onboarding Processes
The Customer Journey Map can help us determine how to introduce products to customers.
Next, There are part of important elements that you should know when you’re making a CJM. There are Persona and Stages. The user persona will be a complete representation of the customer, starting from the identity, characteristics, habits, user goals, and various other information. Personas bring your customers to life through both demographic and psychographic details. And Stages are interaction stages, which describe the time span of user and product interaction from beginning to end.
Did you know ?
Based on research conducted by Salesforce, 84% of customers feel that the customer experience and interaction with the company is as important as the product itself.
What’s a customer journey map supposed to look like?
If you search for a Customer Journey Map in a google search, a lot of formats are showed and it makes you confused as to what kind of pattern is needed for the CJM to be made. Therefore, I have a template that I would use for the CJM creation process
The component to make Customer Journey Maps :
- Customer Goals
Customer Goals is what are purpose to be with customer do to achieve their goals. - Touch Points
Touch points are points that map where customers interact with us. - Channels
Channels are communication media between companies and customers. Channels are the environment where traces of customer visits (touch points) are created. - Processes
The process is a series of events / stages that occur at a certain stage. - Emotions
Emotions represent how the customer feels at a certain stage. Emotions can help us to know the experience of the customer, and can be a reference for how important the problem at a stage must be handled. - Pain Points
In this section, we will map the problems customers face in achieving their goals. To identify pain points from customers, you can talk and conduct interviews directly with customers. Another part, you could collect some feedback or comment report that you get from your customer or you could set schedule to conduct interview with your team where they directly interact with your customer. - Internal Actors
Internal Actor are your main team from across stakeholder. For example, To Handle Customer, you need Customer Support Success Team or To Manage Administration, make a Report Profit and Loss you need a Finance and Tax Department to do it and so on. - Internal Pain Points
One of the factors that can affect service to customers is operational efficiency. Just like customers, we also need to map the pain points of the internal team so that we can find out which points need to be developed or improved. For example, How Customer Service Success Team handled so long instead of they had only some people to handle it with another task to do with in the same time. - Internal Channels
Internal channels are the channels and tools used by the internal team. Both those that are directly related to customers, as well as internal tools that become support to serve customers. Examples such as Zendesk for Customer Support, Xendit Dashboard, Flip.id for the disbursment process, Twillio / Qiscus for OTP and others. - Internal Processes
Internal process is a step for what they actual do from beginning until end process. For example, how Customer Support Success Team handle issue with trouble process in your customer or how Finance and Tax Department create their report and calculate profit and so on. - Solution / Opportunity
In the opportunity section, we will map out what opportunities or possible solutions we can do to solve problems, both from customers and from the internal team.
A checklist for your finished journey map
Once you’ve got the parts assembled and a hypothesis map created, use this checklist to make sure your map hits all the right notes:
- Does your customer journey map focus on just one persona?
- Does it follow the purchase/interaction journey across all sales channels?
- Does your customer journey map include both mechanical and emotional customer measures (thoughts, feelings, pain points, emotional responses, etc.)?
- Did you include Moments of Truth in your map?
- Does it contain opportunities for innovation, based off of the pain points and Moments of Truth you identified?
- Including the elements above will ensure that your customer journey map is customer-centric, insightful, and useful to your organization.
Summary
After all I writing on, we can sum on and get it to you :
- Understand the concept of the Customer Journey Map
- Understand the importance of the Customer Journey Map
- Knowing the elements of the Customer Journey Map
- Know how to do Customer Journey Mapping
Creating a customer journey map is not a small project. It requires lots of time, effort, and coordination across teams.
