electure 4 Flashcards

CDJ MAP (21 cards)

1
Q

what is cdj map

A

visual story
consumers go thru
before during after
interaction
p/s

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2
Q

why create cdj map

A

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

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3
Q

behavioural types influencing consumer decision journeys

A

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

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4
Q

what is a customer touchpoint

A

points of interaction between brand and customer

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5
Q

steps to create a CDJ map

A
  1. design persona
  2. identify journey stages
  3. define journey map sections
  4. set customer goals at each stage
  5. identify key touchpoints
  6. map processes and channels
  7. identify problems and solutions
  8. track emotions with an emotional graph(optional)
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6
Q
  1. design persona
A

based on actual market research to collect info on target audience
prior to this
know what uw to improve
gather cust data

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7
Q
  1. identify journey stages
A

All Cool Dogs Eat Pizza
AWARENESS
CONSIDERATION
DECISION
EXPERIENCE
PPE

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8
Q
  1. define journey map stages
A

add sections
provide insights
journey
customer goals, touchpoints, challenges, emotions

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9
Q
  1. set customer goals at each stage
A

determine
customer
aims achieve
each step

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10
Q
  1. identify key touchpoints
A

list
interactions btwn
c and b

pre p
p
post p

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11
Q
  1. map processes and channels
A

identify
communication channels
customers use
(website, phone calls, social media)

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12
Q
  1. identify problems and solutions
A

spot
potential pain points
in cx
propose solns
address them

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13
Q
  1. (optional) track emotions with an emotional graph
A

add a ‘think and feel’ section
capture customers emotions thoughts

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14
Q

zero moment of truth

A

seek information online,
forming initial impression of brand

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15
Q

first moment of truth

A

encounters p/s for the 1st time
formation of opinion

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16
Q

second moment of truth

A

engage in senses
hear, smell, touch, see, taste
further influencing perception

17
Q

ultimate moment of truth

A

ready to share feedback
publishing content
sns post, public review

18
Q

what is moment of truth

A

an instance
interaction
c and f
gives c opp
form an impression abt f

19
Q

factors to consider in OFFLINE customer decision journey mapping

A

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

20
Q

factors to consider in ONLINE customer decision journey mapping

A

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

21
Q

diff btwn online and offline cdj maps

A

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.