electure 4 Flashcards
CDJ MAP (21 cards)
what is cdj map
visual story
consumers go thru
before during after
interaction
p/s
why create cdj map
mapping
potential pains and gains
guide further
product decisions
pre-launch
- convey your idea designers and developers
- design and visualise UX
- determine the CJ touchpoints to measure, to optimise for strengthened business metrics
post-launch
- improve business metrics with CJ optimisation
- see how consumers actually use products
- id gaps and difficulties customers face
behavioural types influencing consumer decision journeys
brand laziness
processing effort: low
involvement: low
brand loyalty
processing effort: low
involvement: high
variety-seeking
processing effort: high
involvement: low
problem solving
processing effort: high
involvement: high
what is a customer touchpoint
points of interaction between brand and customer
steps to create a CDJ map
- design persona
- identify journey stages
- define journey map sections
- set customer goals at each stage
- identify key touchpoints
- map processes and channels
- identify problems and solutions
- track emotions with an emotional graph(optional)
- design persona
based on actual market research to collect info on target audience
prior to this
know what uw to improve
gather cust data
- identify journey stages
All Cool Dogs Eat Pizza
AWARENESS
CONSIDERATION
DECISION
EXPERIENCE
PPE
- define journey map stages
add sections
provide insights
journey
customer goals, touchpoints, challenges, emotions
- set customer goals at each stage
determine
customer
aims achieve
each step
- identify key touchpoints
list
interactions btwn
c and b
pre p
p
post p
- map processes and channels
identify
communication channels
customers use
(website, phone calls, social media)
- identify problems and solutions
spot
potential pain points
in cx
propose solns
address them
- (optional) track emotions with an emotional graph
add a ‘think and feel’ section
capture customers emotions thoughts
zero moment of truth
seek information online,
forming initial impression of brand
first moment of truth
encounters p/s for the 1st time
formation of opinion
second moment of truth
engage in senses
hear, smell, touch, see, taste
further influencing perception
ultimate moment of truth
ready to share feedback
publishing content
sns post, public review
what is moment of truth
an instance
interaction
c and f
gives c opp
form an impression abt f
factors to consider in OFFLINE customer decision journey mapping
awareness: offline ads, store layout and design
consideration: store layout and design
decision: prod placement and vm
experience: ambient factors
ppe: offline channels (cust hotline)
store layout and design
- grid layout (SM)
- free flow layout (high end boutiques)
- decompression zone
product placement and vm
- eye level placement
- end cap displays
- cross merchandising
factors to consider in ONLINE customer decision journey mapping
RS DB CP U F
awareness:
- response to mkg efforts
- search behaviour
consideration:
- dm process
- browsing patterns
decision:
- cart behaviour
- purchasing habits
exp:
- user engagement
ppe:
- feedback and reviews
resp to mkg efforts: how well c react to ur ads
search behaviour: what c actively looking for
dm process: what and how customers decide on online purchases
browsing patterns: how c explore website or app
cart behaviour: who actl checks out, who doesnt
purchasing habits: how c prefer to buy
feedback and reviews: what customers are saying after buying
diff btwn online and offline cdj maps
I Cant Do Mother Tongue
1. Interaction dynamics
2. Channel-specific touchpoint
3. Data sources
4. Measurement metrics
5. Technological integration
Channel-specific touchpoints – Online journeys involve websites, apps,
social media, while offline includes physical stores, print media, etc.
* Data sources – Online maps use clickstream, cookies, and analytics;
offline relies on surveys, interviews, and in-store observations.
* Interaction dynamics – Online interactions are often self-service and
asynchronous; offline involves human staff and real-time service.
* Measurement metrics – Online CDJs tend to make use of insights from
open rates, bounce rates, conversions; offline uses foot traffic, sales data,
etc.
* Technology integration – Online journeys rely heavily on digital tech (AI,
recommendation engines); offline uses more of traditional, operational
technologies such as Point-of-Sale (POS) systems to manage inventory,
checkout, and transaction data.
