U2 Develop Customer Journey Map

Customer Journey Map meaning

Visual steps in CX, visible & behind-the-scenes

Customer Journey Map purpose

Better CX,

Better company results,
Give company important context

CX importance

Better understand customers - visualise CX,

Pain points - pinpoint specific cust challenges so company takes targeted actions,

Personalisation - cust preference & behaviour

Customer Touchpoints for Sales

E-commerce/sales call,
Product info, product pricing & consult sales rep

Customer Touchpoints for Post-purchase

Return/repair/warranty claim,
Feedback, post-purchase ongoing support & post-purchase communication

Customer Persona meaning

Semi-fictional cust representation w/ data & market research

Demographic e.g.

Age/education/location/family status

Psychographic e.g.

Interests/lifestyle/pain point/values & beliefs (e.g. eco-friendly)

Behavioural data e.g.

Buying habits/product preferences

Customer Journey stages

Awareness > Consideration > Purchase > Retention (keep cust) > Advocacy (cust publicly supports)

Improvement Opportunities

Gather feedback - understand pain point & delay,

Analyse touchpoint - high drop-off rate/-ve feedback,

Identify gap - expectation not reality & highlight opportunity to improve

Make improvements on

Service standard - align cust expectation w/ response time, communication style & quality,

Rectify failure point - streamline process & improve product feature during analysis,

Training & development - understand new standards for consistent high-quality service