The CJM is prepared on behalf of the client, usually starting with the problem he wants to solve and describes the entire experience of the client’s interaction with the company in the process of solving this problem. CJM ends with a completed transaction — a purchase or a signed act of completed work, shipped goods.
What tasks does CJM solve?
The main task of CJM is to identify subtle points in the process of interaction with the client. Find out where we can lose a client, at what stages, why. And will eliminate errors.
Five steps:
- Compilation of CA and problems that can be solved with the help of the product.
- Fixation of possible points of contact of the client with the product on the way to solving the problem and channels of interaction.
- Descriptions of the experience of the client’s interaction with the product at each point of contact (it is also necessary to track at which point the client abandons the order).
- Searching for obstacles on the client’s path to successfully solving the problem with the help of the company’s product.
- Removal of obstacles on the client’s path.
Five questions for building a CA:
- Who are your clients?
- What do your clients want?
- Why do they want to get it?
- Where will customers look for information about the product and the product itself?
- When can the client need the product itself?
- Points of contact in CJM
What should be described in each portrait of the CA:
- gender and age;
- marital status, are there children;
- place of residence and occupation;
- income level in numbers;
- social status;
- places where a person spends free time, what he is interested in;
- what will happen if the client does not solve his problems with the help of your product;
- how does a person make a purchase decision, does he consult with someone;
- that prevents him from solving the problem;
- pains and fears;
- objections;
- that the client may like from your competitors.
Touchpoints at CJM are places where a customer can encounter our product. These can be online platforms, for example, a site, its specific pages, for example, a product page or a service page, and offline platforms, for example, a company office. Also, contact points include interaction with advertisements, agents, and social networks.
Touchpoints are important for CJM compilation, as they are specific platforms where the customer interacts with our product. And depending on whether the contact points meet the client’s expectations, the client may leave or stay. We capture these sites and can measure the conversion for each of them.
Search for obstacles on the client’s path and their elimination:
- advertisement is not available;
- the client never clicks on advertisements, preferring natural search;
- the client was attracted by the second advertisement because the price was indicated there, and this is important to the client / the competitor’s UTP looked more attractive, etc.
- the client does not trust our brand, as he has never heard of us / read negative reviews about the products presented on our site, etc.
Problem → Solution
- there is no advertisement in the output – the semantics are constantly updated, adding new requests / control of the price and volume of traffic / control of traffic by requests.
- SEO – does organic matter exist / traffic growth control / site visibility control in search engines.
- the client was attracted by the second advertisement because the price was indicated there, and this is important to the client / the competitor’s UTP looked more attractive, etc. – monitoring of announced competitors (as well as transition to social pages of competitors and analysis of their audience) / fixation of the necessary UTP in a prominent place in the advertisement.
- the client does not trust our brand, as he has never heard of us / read negative reviews about the products presented on our site, etc. – launch of video and banner advertising (also in social networks) / branding.