A customer journey map graphically depicts the customer’s journey in relation to the product or service offered by the company.
On the one hand, the individual superordinate phases (stages) as well as the individual steps of the customer are outlined and the corresponding touchpoints are presented. Depending on the selected display type, the respective mood of the customer is displayed on a graph.
From this journey, the respective tasks that arise in the company and must be completed in order to adequately meet the customer at every point of contact can be derived.
Depending on the need and benefit, the detailing of the steps can be very basal, but can also be broken down to the smallest entities.
The higher-level phases are divided into 4 to 7 areas, depending on the need, which are designated differently depending on the definition.
1. attention/awareness/relevance
2. interest/ favorability/ awareness
3. consideration/ desire
4 Desire/ Intent of Purchase
5. action/acquisition/purchase
6. post-purchase/ useful life
7. end/ disposal/ new purchase
Each customer step can be classified into one of the phases and assigned to a chronologically defined point.
Depending on the question with which the customer journey map is created, different customer groups can lead to different customer journeys, for example.
The subsequently resulting tasks, which are assigned to the individual departments or areas of responsibility within a company, make visible the framework in which customer contact takes place.
In mapping out a digital customer journey as opposed to a classic physical path, it quickly becomes clear what changes need to be made by the company and how customer behavior drives them.
Advantages
– Low barrier to entry
– Visible, customer-centric corporate management possible
Disadvantages
– Multidimensional representation not easily possible
– Level of detail must be well chosen and balanced.
