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Module 4 - Customer Journey Mapping

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29 views

Module 4 - Customer Journey Mapping

Uploaded by

Panna Nigam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing Management I

Module 4: Customer Journey Mapping | MOT’s | MoM’s | MoD’s

Dr. Anuj Pal Kapoor

School of Management and Entrepreneurship (SME)


IIT Jodhpur

© Anuj Kapoor (Ph.D, FMS, Delhi)


Customer Experience

Product
8 in 10
Consider experience with a company
While buying products
Company

69% 7 in 10
Prefer Real Time Interaction Expects to seek a response
With Company’s Within a Day

8
Touchpoints
On an average a consumer uses to interact with a brand

BCG, CX Map, 2021


Customer Journey
Customer Experience = F (Customer Journey (Space, Time))

MoD’s

MoM’s

Every Interaction = MoT’s


(Moment of Truths)

MOTs (Positive)= MoD’s MOTs (Negative)= MoM’s


(Moment of Delight) (Moment of Misery)

Customer journey mapping (also called user journey mapping) is the process of
creating a customer journey map, a visual story of your customers’ interactions
with your brand across touchpoints.
WHAT is Customer Journey

How a customer moves through each phase of


interaction and experiences.

• Customer journey maps (CJMs) are concepts/blueprints which visually represent a customers journey.

• It is a visualization of a customer’s experience with your brand, from awareness to purchase and beyond.

• It typically include touch points, customer sentiments, pain points, and actions, plotted in sequential
order.

• An effective customer journey map is one that promotes empathy and provides a clear vision for
improving customer interactions.
Framework

Personas Touchpoints
Key audience Interaction Points

Pain Points
• Pain points are challenges that your target audience is facing.
• Identifying pain points allows you to craft value propositions
and solutions that attract your audience.
Channels
Scenario Online/Offline/
The context and sequence of Multi
events in which a user must
achieve a goal

Phases A timescale
Key Milestones A defined journey
period (e.g., 1 week)
WHY Customer Journey
Customer journey mapping is important, because it is a strategic approach to better understanding customer
expectations and is crucial for optimizing the customer experience.

Visualize the end-to- Benchmarking the customer Understanding the differences in


end customer experience experience desired by your buyer personas as they move from
customers against what they prospect to conversion through the
actually receive buying funnel.

Creating a logical Understand multiple customer Uncover and prioritize new


order to your buyer pathways and complex user pain points and roadblock
journey. experiences

Improve internal alignment Tell better stories to improve Improve customer


and break down silos stakeholder buy-in experience
Use Cases

On-boarding Navigating Purchase

Service Request Renewals Payments


Thank You !!

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