CJO Flashcards
(39 cards)
What is the goal of Customer Journey Optimisation (CJO)?
To maximise how an organisation delivers value to its stakeholders, enhancing customer satisfaction and driving better business outcomes.
CJO focuses on the entire customer experience, not just isolated interactions.
What does CJO begin with?
A comprehensive understanding of the customer experience from initial awareness to long-term engagement.
This understanding provides the foundation for effective optimisation.
List the purposes of CJO.
- Helps organisations understand how to deliver value to customers
- Focuses on optimising the entire customer experience
What should organisations do to align with customer goals?
Critically assess their current processes to identify areas for enhancement.
Starting with understanding what customers aim to achieve.
What is important about tailoring the customer experience?
It should be tailored for different customer groups while maintaining flexibility.
CJO requires ongoing adaptation.
What does segmentation and personalisation involve?
- Grouping customers into segments for targeted experiences
- Balancing segmentation with customer control over their experience
- Personalising communication and services
What is the approach to continuous improvement in CJO?
Treat optimisation as a continuous process, regularly updating strategies and using a test-measure-refine cycle.
This ensures ongoing relevance and effectiveness.
True or False: Creativity is not important in CJO.
False.
Creativity is essential for engaging customers and differentiating the brand.
What is data-driven decision making in CJO?
Leveraging customer data to inform strategy and make decisions based on meaningful metrics.
This ensures resource allocation aligns with strategic goals.
What does the customer journey represent?
The entirety of a customer’s interactions and experiences with an organisation or brand.
What is the ACPRA model?
A high-level model suggesting a sequential process of awareness, consideration, purchase, retention, and advocacy.
How does the McKinsey consumer decision journey differ from traditional models?
It presents a dynamic and cyclical approach, acknowledging that customers loop back and forth between stages.
What are key features of a good customer journey?
- Consistency
- Relevance
- Convenience
- Transparency
- Satisfaction
- Engagement
- Value
What does consistency in the customer journey help build?
Familiarity and trust.
It enhances loyalty and operational efficiency.
Fill in the blank: Delivering the right experience to the right customer at the right time is essential for _______.
[relevance]
Which company is known for its high level of transparency?
Monzo.
Monzo communicates fees, terms, and product updates clearly to build trust.
What is the customer benefit of convenience in the customer journey?
Saves time and reduces frustration.
What is an example of a B2B organisation?
Salesforce.
Salesforce provides CRM solutions to help businesses optimise their sales processes.
What characterises B2C transactions?
Businesses selling products or services directly to individual end-users.
What is a key focus for Not-for-Profit (NFP) organisations?
Addressing social, environmental, or educational issues rather than generating profit.
How does engagement measure in customer journeys?
By how effectively a brand captures and maintains the attention of its audience across different touchpoints.
What does delivering value mean in the context of customer journeys?
Providing products or services that customers perceive as beneficial relative to the cost.
What is a primary benefit of satisfaction in the customer journey?
Strengthens brand reputation and encourages repeat purchases.
What does the term ‘value proposition’ refer to?
High-quality offerings at competitive prices, complemented by a convenient shopping experience.
