electure 4 Flashcards

CDJ MAP (20 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
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15
Q

first moment of truth

A
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16
Q

second moment of truth

17
Q

ultimate moment of truth

18
Q

what is moment of truth

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